What is Marketing Automation?
If you are interested in knowing more about Marketing Automation , stay here with us. Let's cite an extremely simple example for you to better understand the situation. Let's imagine that you are a rug salesman and you go from house to house selling your rug.
This is completely manual and expensive, considering the time you need to visit new customers and even your old customers.
It's practically impossible to scale the business, sell in large quantities, unless you hire 100 or 200 salespeople and start visiting several neighborhoods at once.
Let's imagine that a thousand people access your website, 98% of people still don't know you , they don't know your product, if it's good or bad, they don't know if they really need your product, among other factors.
You can go out there and develop a spreadsheet that will help that person financially plan to buy their first property. You are offering content that will help the potential customer in this need he is having, which is to buy a house.
From the moment you attract people who are interested in a certain subject, it's time to convert these people, to get some kind of information from that person, so you can start a relationship.
For example, you have a Landing Page to publicize this financial planning worksheet, so, for the user to download the worksheet, he needs to leave his name and email. If you have 1,000 people visiting this page, not everyone will leave their contact details. There is already the first segmentation that you will be doing.
In this way, you already do the first segmentation, you already know what type of communication you are going to use with that person who decided to download the spreadsheet. After you convert this person, as soon as you have their details, be it their name, email, phone number, you will start to relate to them.
When you interact, you offer more rich content that adds value to that potential customer. You show that you are an authority, you show that you have experience in your area, because you are helping him in difficulties that he has.
The importance of relationship
By doing this you start to gain that user's trust. Take yourself as an example. If you buy something from someone you don't know, it's pretty rare, isn't it? Would you rather buy a book from a well-known and reputable bookstore or from another, less well-known online bookstore?
It's important to relate to your potential customer and break down the main objections, offer a lot of valuable content, only then it's time to make an offer. Therefore, a lot of relationship is necessary, and making processes automated so that you can offer content and products in an intelligent and scalable way.
What are the main existing automation tools?
It is conceivable that because of the rapid expansion of the industry, automation software products are huge. Next, we will quote what we consider to be the best Marketing Automation tool .
1. RD Station
It is a platform developed by Resultados Digitalis, which is one of the marketing references. Its service model is SaaS, and the available software has everything that is indispensable for your company. The possibilities offered by RD Station include:
Lead analysis. So, let's imagine that your business does a good job of email marketing, segmenting potential customers and sending personalized messages to each group. In this case, triggering an email at a specific time is key to attracting characters.
2. HubSpot
When we talk about digital or content marketing, HubSpot, creator of the concept of inbound marketing , is another reference. As expected, their platform is one of the most complete platforms you can find on the market. It can easily manage potential customers, spread news on social media and generate full indicator analysis.
HubSpot's first screen has stats like conversion rates and blog or landing page performance. In the second tab, you can access one of its most important features: lead scoring. Considering several criteria at the same time, the platform creates a score to indicate whether potential customers are ready to receive contacts.
With this type of information, the tool can significantly reduce the value of CAC (Customer Acquisition Cost). This is because by only reaching out to potential customers indicated by the lead score, your business can avoid unnecessary investments in contacts that may prove fruitless.
HubSpot also stands out for content management, which is one of the pillars of inbound marketing. The platform allows direct management of blogs, websites, advertising, marketing and of course email marketing activities.
3. Mailchimp
You may have noticed that we mentioned email marketing in the last two automated tool recommendations. This is not accidental.
The use of tools in these activities has an extremely positive impact and is increasingly important to the success of the strategy. So it's no wonder that the third platform on the list focuses on optimizing email marketing activities. This is MailChimp, which is free software that uses a friendly monkey as a mascot and has many perks as a gift.
MailChimp allows direct integration with social networks and allows you to create ads on Facebook, Instagram and Google without any additional complexity. It can also schedule email triggers and monitor activities that deliver the best results.
Just like an email marketing tool , MailChimp makes contact segmentation easy. That way, you can focus on reaching the right people in the most effective way.
For example, customers who abandon their shopping cart before completing an e-commerce purchase may receive a message encouraging them to return to the site and make a transaction.
4. Active campaigns
Not very familiar with using automation tools, afraid to learn right away? See active campaigns. This tool is designed to promote user experience. This is achieved through a visually appealing and very user-friendly interface.
As one of its main competitive advantages, the services provided by the platform are very useful for geographic marketing strategies. Using it, you can determine where a potential customer is when they receive an email.
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