What Is Marketing Automation and How To Implement It Into Your Business?

Listen to This Article

What is marketing automation? In this article, you’ll learn about Customer onboarding, Referral programs, Email marketing campaigns, Automated online forms, and more. Then, you’ll learn how to implement each one to create a personalized experience for your customers. There are countless other ways that marketing automation can be applied to your business. But how do you know which ones to use? Read on to find out.

Customer onboarding

Despite the importance of the first five minutes, customers will often leave a sales website without even trying your product or service. Customer onboarding helps to retain customers and reduce churn, while it also helps you acquire new ones. In the B.C. era, companies got away with a poor post-sale experience, with customers tied into restrictive contracts and few options. Customer success was a cost center instead of a revenue generator, and it wasn’t until the dawn of the software-in-a-cloud revolution that companies started to view customer success as a strategic lever.

To make customer onboarding more effective, start by mapping the user’s journey. For example, a customer’s first action may be to log in, while another may not have yet opened the app. This information helps you segment your users, and then send them personalized messages based on their actions inside and outside the product. In Marketing Automation, the Sequence tool allows you to create three different emails and delay timers to keep your campaign evergreen.

Once users sign up, the process is far from over. A blank dashboard can leave a new user confused and ready to close the browser tab. The first few days are critical for a new user, so make sure your onboarding process is as smooth as possible. It might even be easier if you can provide a video tutorial on how to use the product. You might also want to include an interactive survey or feedback form, as users will appreciate the acknowledgment of their efforts.

Customer onboarding can positively or negatively affect the customer’s journey, and it can directly influence the brand’s ability to retain its customers. Two-thirds of customers said their satisfaction level with the post-sale experience influenced their buying decision. The average signup process conversion rate was 36 percent. A high drop-off rate can indicate that customers are asking for too much information too soon.

Referral programs

Whether it’s a new referral program or an ongoing one, the benefits of incorporating referral program automation are plentiful. Referrals have the potential to increase revenue and improve customer satisfaction, but referrals are not the only benefit. In addition to promoting your brand, they are a great source of customer feedback. Feedback from happy customers is a top consumer influencer at each stage of the sales funnel.

Adding referral program participants to your marketing automation system is easy: simply add them to the dashboard. You can also trigger email messages based on their behavior, such as when they sign up for your newsletter or complete a form. Most referral programs provide templates and tools to help you set up referral programs. As long as the system can automate the entire process, it will make your sales and marketing teams more effective and help your existing customers spread the word about your brand.

The success of referral programs depends on the design of the referral incentives. Typically, a referral program can be built around a reward or gift for referring a friend. These programs can boost the customer lifetime value and lower the time to close. Referral programs are most effective if they target profitable customers. To make the most of this marketing automation touchpoint, create a referral program that will reward existing customers and build new customer loyalty.

Effective referral programs should have incentives and channels. While some of your most loyal customers will find your referral program organically, others will need to be encouraged to participate. You can encourage participation by emailing existing customers and sharing it on social media. Also, consider placing referral widgets on your website or using pop-ups after customers complete a purchase. If you implement referral programs effectively, they’ll benefit from your efforts.

Email marketing campaigns

With the help of email marketing automation, marketers can personalize and send targeted emails to customers based on their preferences. This can be useful for birthday surprises or just-for-fun offers. Outdoor Voices, for example, uses email marketing automation to send an email to customers on their half-birthday. Emails can also be used to pass value to other touchpoints like the homepage and social media discussions. For more insights on email marketing automation, read our article.

The optimal number of email touchpoints varies depending on the type of industry, buyer persona, and other factors. FulcrumTech recommends having at least five or six touchpoints for a successful email marketing campaign. Some campaigns may need only three, while others may need as many as eight. To get the most out of your email marketing campaign, speak to a specialist. Email marketing campaigns can boost ROI and lead generation, but you should consider using several different touchpoints to drive the best results.

An email can also promote social media contests. By offering a prize, customers are more likely to click through to your social media page. A free product or service might work well. Applebee’s, for example, held a competition called #BeeFamous in which customers could send reactions to new menu items. This is an example of a marketing automation touch point. Emails should be as personal and relevant as possible to increase conversions.

Marketing automation automates email marketing by triggering various activities based on user actions. It enables companies to stay in touch with their customers and gain insights into their behavior. Marketing automation can also track website visitors’ activities and interests, providing the company with valuable information about their needs. In contrast, email marketing tools can only provide basic contact information of customers. To send personalized emails to a list of potential customers, marketing automation helps companies to automate email campaigns.

Automated online forms

Automated online forms are another way to leverage marketing automation tools to capture customer data. This type of form allows potential customers to fill in specific information about their interests. For instance, they can fill in their favorite sports team, genre, and more. Once they have filled out their form, the responses are automatically recorded in the marketing automation platform. From there, the responses are funneled to Salesforce or sent directly to internal staff through email.

Marketing automation tools are helpful in many ways, but they can be used correctly or incorrectly. The wrong automation can cause more harm than good. For example, a website that uses a ticketing system, email, and social media heavily can use marketing automation tools to streamline its use of these tools. Previously, web developers had to deal with creating forms, but today there are CRM platforms that abstract the process and put the power in the hands of marketers who can build them.

The use of marketing automation tools can build personal journeys for customers. If a contact leaves a shopping cart, they can be reminded of its content through a retargeting email. This can help to encourage a customer to buy something from your website. Automated email campaigns are also great for building customer loyalty. Using automated marketing campaigns to nurture a relationship with a customer can help your business grow and reach new heights.

Automated marketing tools also allow teams to develop and deploy broader marketing campaigns. They help companies segment customers, gather data, and prioritize tasks behind the scenes. Marketing automation makes it possible for teams to work together on the most important activities while they’re away. Automation provides the time-saving benefits of avoiding repetitive tasks and boosting profits. When implemented correctly, marketing automation will improve the customer experience. So why wait any longer? Get started today!

Loyalty programs

Marketing automation touch point loyalty programs help companies build a loyal customer base. They let customers redeem points for free products, discounts, or special events. They can even provide insider perks, such as first access to sales. These programs are especially important for high-value customers, who represent the sacrosanct sources of revenue growth. Moreover, they help companies build a rapport with their customers by allowing them to stay in touch with them at the right time.

A successful customer loyalty program should reward a high level of customer satisfaction. This way, the program can help your customers stay loyal and refer your products to their friends and relatives. Customer loyalty programs are also beneficial for businesses, as they capture more data about user behavior and improve the understanding of the ideal customer. For example, a company can feature a high-value customer every week, and offer them unannounced discounts for future purchases.

Customer surveys and interviews help organizations identify who their target audience is. Email surveys and social media are also useful tools for gathering feedback from existing customers. An email survey can reveal the reasons why people buy the same product or service more than once. A rewards program is one of the oldest loyalty marketing tactics. It can be run as a cashback scheme or a points system. In this way, the process is completely automated, and the results are highly positive.

Marketers should also make use of omnichannel customer journey mapping. It helps to track the customer journey throughout every touch point. Marketing automation can help companies use data from their customer database to build a deeper relationship with their customers. It also enables them to segment their customers and set up separate nurture streams. Ultimately, marketing automation is a powerful tool for customer loyalty and customer retention. And, it helps build brand familiarity.