How to use digital marketing automation to improve the performance of campaigns and posts

Rely on technology for digital marketing automation is to make your results even better. This is because this is an efficient way to make processes simpler.

By putting into practice a digital marketing campaign, there are many tasks to be accomplished. However, taking care of everything manually can cause failures. In particular, because dealing with the online public is a task that tends to take several directions.

Thus, the best way is digital marketing automation!

In addition to reducing manual demand, this strategy makes work simpler, treating leads with more agility, until conversion.

Therefore, understand how to apply automation to your communication, with the tips in this post. Get ready for great results and good reading!

What is digital marketing automation?

First of all, it is crucial to understand that this strategy focuses on capturing qualified leads, in an automated way.

In other words, a series of software is used to:

• Send marketing emails;
• Activate chatbots;
• Schedule content on social media;
• Among others.

This way, it is possible to align automation with Inbound Marketing, for example. With this, lead management and advancement in the sales funnel.

A very important point, however, is to analyze the importance of this automation, for each of the channels used. As well as providing the customer with all the necessary information, up until the purchase decision, in an automated way.

What does digital marketing automation have to do with CRM?

Despite the possibility of combining both in the same strategy, the automation of digital marketing and CRM they are not the same thing. Still, they have a lot in common.

• A digital marketing automation is the act of attract, convert and nurture leads with relevant content;
• O CRM is the one who does the metrics and management of these leads. Thus, it organizes, records and monitors interactions, in order to improve the relationship between brand and customer.

There are even many automation tools that have CRM integrated, to make relationship qualification easier.

What are the advantages of investing in automation?

Cheapest leads

The tools used to automate sales processes are able to increase sales. This is because, as we mentioned above, they are used to keep customers interested in your product or service.

Therefore, when lead retention happens in this way, customer attraction costs become very low.

Keeps the customer informed and convinces them about the purchase

With automatic triggering of content and information about your products, it is normal for customers to remain interested.

In a hypothetical situation, let's think of someone who is interested in the product, but has other financial priorities.

This person has purchasing intention. However, it will not do so immediately. By staying in touch with relevant content, however, she will remain interested and make that purchase as soon as possible.

Greater efficiency for the sales funnel

Since this strategy leaves costs very low for leads, it also nurtures those leads with the same advantage.

In other words, with the adoption of marketing automation, the manage leads quickly. Either by response or by the approach that drives its evolution.

All of this, however, is done at the exact moment. This way, the team has more autonomy and the funnel happens, without a lot of manual work.

As a result, much more is sold, with tools capable of managing everything in an easy and practical way.

Reducing failures with marketing automation

Even with possible technological failures and the need for monitoring, the marketing automation reduces risk of some leads not evolving.

This is because, when the funnel is created manually, there is the possibility of forgetting an email or not managing its evolution.

With this strategy, however, emails are scheduled. Furthermore, leads follow through the funnel, according to the configured trigger plan.

In other words, the possibility of machines and software making mistakes is minimal.

Sales funnel monitoring

As it is a strategy made up of several tools, it is possible to maintain monitoring. Thus, it is possible measure the rates of emails opened by leads, even the evolution from one stage to the next.

This way, it is possible to identify flaws and adjust, optimize and create solutions to improve this process.

Higher average tickets in shorter sales cycles

The main sales funnel strategy is mature leads. Therefore, sellers contact only those who are ready to make a purchase.

With this shorter path between the first contact and the purchase, the lead presents yet another factor. He is willing to purchase the company's solutions, according to all the communication he has received during this time.

This means, however, that the marketing automation strengthens the relationship between company and customer, so that this deal can be closed with maturity and a shorter deadline.

Three tools to invest in marketing automation

With the multitude of tools available on the market, we will suggest three very interesting and efficient ones:

01. RD Station Marketing

The leader in marketing automation software in the country, was developed by Digital Results.

It is presented in Portuguese and is full of benefits, as:

• allows you to send marketing emails;
• optimizes content for search engines (SEO);
• manages social media;
• creates and automates landing page actions;
• tracks users’ actions with lead tracking;
• among other benefits.

To this end, the tool has its own integrated CRM and offers contracting plans, starting at R$59 per month. This way, it is possible to purchase the package, according to the demands of your business.

02. MailChimp

This tool, which was created to serve small businesses as an email marketing tool, has improved and today offers:

• Landing pages and registration forms;
• Base segmentation;
• Image editor;
• Creation of similar/lookalike audiences;
• Monitoring the shopping journey;
• A/B testing;
• Integration;
• Research and reports;
• CRM tool.

O MailChimp It has a free plan, for managing up to 2000 contacts and limited actions. Or, monthly packages starting at R$55.

03. Mautic

With its open source, mautic It allows those with programming skills to manage leads more easily.

Thus, according to the knowledge of programmers, however, there is the opportunity to include plugins and extra tools. But, in the default settings, you will find lead generation and nurturing, creation of landing pages and automation campaigns, as well as social media monitoring.

So, are you going to apply the marketing automation strategy to your company? Also understand the importance of developing Inbound MarketingOn our blog.

We hope this content has been useful to you.