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It’s possible to generate leads and convert them into customers without using marketing automation tools.
However, when you think to scale up marketing campaigns, maximizing user engagement, and crossing the break-even point, employing automation tools must be your top priority.
A traditional marketing approach may help you run the business smoothly, but the automation software will let you grow exponentially.
Still, investing in marketing automation platforms is a tough decision for most business owners considering the cost of the tools and implementation.
Here are the top 10 cases where you should opt into marketing automation.
Why You Need Marketing Automation Software
1. To Reduce Repetitive Manual Activities
It’s true that no marketing tool can replace the human marketer, but for repetitive tasks like sharing content on social media platforms and sending newsletters, marketing automation can be a great investment to save time and human efforts.
Suppose, I’m working in a social media marketing agency and handling multiple accounts, then I may need a virtual assistant to curate content, post them, engage with potential customers, and measure performance.
On another hand, I will simply use a social media marketing tool like ContentStudio and set automation rules to work on my behalf.
2. To Generate Quality Leads
Once you spread out your brand in the market, the next step is generating Marketing Qualified Leads (MQL).
Not every person opting into your list is an MQL. So, you should differentiate between potential customers and non-qualified leads.
Here is an example.
You might have received a few spam requests through the contact form on your website.
Since people reach out to experts or businesses only when they need some help, the contact form becomes a goldmine for spammers.
Spam comments are another way.
To tackle this problem and generate only qualified leads, you must use a detailed lead generation form with the double opt-in feature.
3. Increasing Engagement
Engagement is key to marketing success. If people are not interacting with your content or marketing messages, then there is no benefit in putting a ton of budget into a particular campaign.
Marketing automation creates a buyer’s journey and engages with users at multiple touchpoints.
It helps to win customers’ trust and at the same time, collect the vital information needed to nurture that lead and sell a product or service.
4. Converting Leads into Customers
I have already explained the importance of automation to engage potential customers or who are already your customers.
However, there are some problems where people don’t give any clue why they are leaving your list. In the worst cases, your potential customers may join your competitors for small reasons.
How could you find that?
Marketing automation visualizes the buyer’s journey throughout the customer’s lifecycle. It helps to detect the flaws in your marketing strategies and apply appropriate remedies.
Here’s an example.
If you have a high cart abandonment rate, then you can try to follow up emails with discounts, relevant low-cost product, or irresistible bundle offer and perform split testing to know the problem.
Sometimes, there may be simple issues like the lead generation form not working or your marketing messages going to spam folders.
Marketing automation will analyze different metrics for each of your prospects to tell why your leads are not converting into customers.
5. To Measure the CVR of the Landing Pages or CTA
Today, brands are feeling hard to survive due to fierce competition in digital marketing. CPC and CPM rates are touching the sky.
In such cases, marketers need to work on fixing the conversion rate of a marketing campaign.
Traditional marketing has many limitations to measure different metrics, especially the campaigns which run for a long time.
Marketing automation tools analyze the performance of the entire campaign and show the conversion rate. It helps to reform the marketing strategies to bring more positive results.
6. When You Need a Personalized Communication Channel
By pushing a little hard, you may get a significant number of marketing leads. However, it’s difficult to cater to them with personalized messages until you know their interest or engagement level.
Marketing automation lets segment users based on their behavior and offers content crafted explicitly for them.
Marketers can also design triggered workflows for delivering marketing material after the user takes a certain action.
7. Effective Lead Management
It’s great to see that you’re getting new leads all over the day, but manually looking at individual leads is time-consuming.
Marketing automation has a unique feature – lead scoring.
It allows marketers to define the buyer’s journey by assigning definite points for every action or particular property in the lead database.
For example, downloading a report may add 20 points and click-through a link from that report PDF may be worth five additional points.
Similarly, the designation that equals CEO/Owner and an annual turnover of $100k or more may get a better score compared to their counterparts holding lesser value to your business.
8. To Know the Souce of Leads Generation
Mapping marketing efforts and determining further strategies overcome the risk potential to a great extent. Knowing the source of lead generation is a part of it.
You might be advertising your business on search engines or social media or getting organic traffic through SEO.
Marketing automation can help to break down the sources and tell you which one is contributing the most.
9. To Design a Content Strategy
Advertise >> Get leads and sales >> Profit.
Marketing is not always that smooth. You need to offer substantial value before getting sales to build a long-term relationship with each customer.
However, sometimes the most challenging part of digital marketing is creating good content.
Marketing automation tools help to find the popular content, search queries, and platforms people use to reach those content sources.
Suppose, you run a fitness center in the XYZ area. A good SEO tool will help you find profitable keywords and difficulty scores, and spy on competitors.
You can quickly know the targeted keywords, SERP ranking, and backlink information using some premium SEO tools like Semrush, KWFInder, or Ahrefs to improve your marketing campaign.
10. You Need All-in-One Marketing Suite
Normal users don’t invest in marketing automation platforms due to the higher cost than regular products.
Marketing automation combines multiple functions in a single tool. Right from brand awareness ads to repeat sales everything is recorded on a single dashboard.
Whether businesses need help is content discovery, promotion, or analytics, marketing automation covers everything.
Are you working with a remote team?
It will sync all data and coordinate the entire team perfectly with just a simple login to the system.
Now, It’s Your Turn
What do you think?
Isn’t it the right time to invest in marketing automation software?
If you’ve already started using it, share your experience in the comment section!