Marketing automation is the practice of automating the process of attracting leads, converting them into paying customers and building loyalty over time, with limited manual intervention.
The Customer Journey
When it comes to marketing automation, you cannot automate processes that don’t exist or are poorly understood. This is why we are highly systematic when designing marketing automation workflows.
“You cannot automate processes that don’t exist.”
Developing a clear understanding of your target markets, buyers and their journey is the basis for any successful marketing strategy.
We take the time to map out your customer journey, document touchpoints, current and potential bottlenecks, success and failure states before building automations.
Top of The Funnel
Without web traffic, there isn’t much marketing automation you can do.
It’s important to develop clear content-centric marketing strategies to fill the funnel with quality web traffic.
Marketing automation can certainly form part of a strategy to fill the funnel, but be wary of falling down the ‘premature optimisation’ rabbit hole!
Focus on generating traffic before you waste loads of time automating follow-ups for only 1 or 2 leads per month.
Example top of the funnel digital lead generation campaigns we’ve helped clients implement include:
- Downloadable documents behind registration forms (e.g. white papers)
- Humble newsletter subscriptions with welcome onboarding
- Online courseware
- Interactive calculators and games.
No matter how awesome your white paper or case study is, you still need to consider search engine optimisation and other strategies to generate traffic.
What’s the point of generating web traffic if no-one signs up on your site?
“No sign ups = No marketing automation!”
An important part of marketing automation is conversion optimisation.
This is the process of ensuring your calls to action work effectively so website visitors take action, become leads, and eventually customers.
Conversion optimisation can include:
- Re-writing and formatting content so it’s easy to read
- Ensuring CTAs are clear, and removing competing calls to action
- Adding pop-ups designed to capture email addresses when leads
- Personalisation, such as using Clearbit to tailor messages on your landing pages
- A/B testing, assuming you already have lots (and lots) of traffic
- Improving website loading speed.
We use heat mapping and other software to understand the user experience so we can make data-driven decisions to improve website conversion.
Once you have generated website traffic and optimised your website to capture leads, you should nurture them so they convert to customers.
Lead nurturing what most people think of when they think of marketing automation, but it is only one aspect.
Lead nurturing is the process of developing relationships at every stage of the funnel, and through every step of the buyer’s journey.
Communication should be relevant and timely. This means you should segment your database and ensure follow up is prompt.
After all, there’s no point sending a marketing email about women’s shoes to a man who has only ever engaged with the menswear section of your online store or sending a thank-you email 3 days late.
Once someone becomes your customer, the marketing automation isn’t over!
Marketing automation is a great way to ensure your customers have a wonderful experience and become evangelists.
Examples of customer lifecycle automation projects we’ve implemented include:
- Onboarding users into SaaS applications
- Re-engagement campaigns for lapsed customers and users
- NPS (Net Promoter Score) survey follow up campaigns.
Marketing Automation Consultants
We are experienced marketing automation consultants based in Brisbane.
We are platform agnostic and are comfortable with most tools, including:
- Active Campaign
- Campaign Monitor
- And many others…