Automation to capture and convince your leads
Marketing automation is a system and strategy for automating marketing actions according to the precise needs of each customer. While this strategy is effective in its own right, it can be supported by content strategies for even greater effectiveness. Content can take many forms. Using various processes such as a buyer enablement strategy, a white paper, gated content or an email loyalty strategy, will significantly increase the support you give users in their consideration and purchasing decision process.
While there are many ways to attract leads and promote your services and products in a digital marketing campaign, marketing automation also enables you to transform prospects into qualified leads, i.e., to convince potential customers ready to purchase to become customers, sometimes loyal ones. These are, therefore, prime targets for your digital strategy. By using tools such as intelligent pop‑ups, forms and emailing, marketing automation enables you to capture these leads and gather the information you need to move forward. And all this automatically!
But marketing automation isn’t just about emails or SMS. These tools can also trigger alerts to program personalized follow‑up with the user. For example, automation can take on the role of a virtual assistant in customer support by scheduling a visit or call from an agent.
Your company can gather valuable information about your customers or prospects through forms, contest platforms, or other means. This data, subsequently processed in a customer relationship management (CRM) tool, can be coupled with a marketing automation platform to produce personalized communication scenarios. Following an action by your leads, such as a request for information, a purchase or a reservation, they can then receive customized messages that could give the impression of being written by hand. Depending on user interests, such as interactions on the site, pages consulted or even forms filled in with information, the customer can benefit from personalized communications and channels. The marketing automation tool can refine content and propose increasingly targeted actions. It’s a personalized customer experience that plays into a relationship of trust with your company.
By developing these personalized communication scenarios, a marketing agency like Nmédia can predict the different progression sequences and determine the ideal timing for sending customer communications. By moving them along a funnel tool (conversion funnel), leads will be fed and nurtured with content tailored and specific to their situation and desires.
An essential lead nurturing tool
Another significant advantage of marketing automation is the ability to segment different leads intelligently. In particular, this precise targeting will enable your marketing team to integrate lead nurturing progression into the user journey. By stimulating prospects with targeted information and convincing content, marketing automation can gradually lead customers who aren’t quite ready to take action toward that sale or other stage.
Therefore, it's possible to plan different types of campaigns to meet other objectives (e.g., brand discovery, demonstrating your products and services, or convincing prospects to take action).
Even once the conversion is complete, the work isn’t over! Marketing automation campaigns are also a great way to maintain a strong customer relationship with leads, thanks to relevant content throughout their journey.
By choosing an agency like Nmédia to manage your marketing automation, you can also benefit from a more global view of your digital marketing. In addition to our marketing automation and data activation services, our experts are on hand to guide you toward optimizing your online presence via other marketing channels.