Marketing automation has been proven to increase qualified leads by up to 451%. But how do you achieve those results without sounding like a pre-recorded robot? Automation tools are great for decreasing the workload while providing some pretty outstanding results, but maintaining a personal connection can sometimes prove to be quite challenging.
Here are some insights and tips that can help your business tackle some redundant tasks with measured results, while maintaining a tight-knit connection with your target audience.
From its very definition, marketing automation immediately brings red flags to the minds of those who are in search for more personal results. Having said that, personal connection is still possible while leveraging these tools. Don’t try to look at them as a marketing terminator force, but as tools which can boost business and marketing efficiency.
So rather than writing off marketing automation, take a look at how you can make your next campaign more efficient while still maintaining that personal touch.
What is marketing automation
Marketing automation enables brands to leverage their marketing efforts, especially email marketing campaigns and social media activities. The ultimate purpose of marketing automation is to make the life of marketers easier.
While some people still think marketing automation removes the personal touch, I may beg to differ; it doesn’t have to be that way. In fact when used correctly, marketing automation can actually help build personal connection with a posstive impact on return on investment.
Haven’t you sold anything yet? You should have, because marketing automation does just that… sell! Don’t you believe it? Check out these statistics which illustrates the incredible power of marketing automation:
- Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. – Nucleus Research
- Research shows that businesses who use marketing automation to nurture prospects experience a 451% increase in qualified leads. – Business2Community
- All time high “marketing automation” searches on search engines, shows it’s relevancy to the current marketing strategies. – Google
- In 2015, marketing automation generated more than 4,000 leads, while e-mail software generated half of the number. – Statista
- Nearly a quarter of B2B businesses are still not using marketing automation at all, which shows that the future potential to expand. – Smart Insights
Image Source: Smartinsights.com
Marketing automation can be used for generating more leads, qualifying and prioritizing your leads, nurturing contacts, managing email marketing campaigns, posting social media campaigns, and reporting the success of your campaigns. All of which should be personalized for more glowing results. Here are a few of the top tools in the industry:
Successful marketing automation
Of course, the success of marketing automation translated into a personal response largely depends on the technique of those using it. To drive the best result, you need to have a strategy in place incorporated with relevant keywords, targeted lists and a call-to-action.
Many companies have deployed some kind of marketing automation to improve productivity and growth. The chart below shows how marketing automation can help your business succeed:
Image Source: Emailmonday.com
Target your Ideal Audience
One of the ways that marketing automation can be personalized is through targeting your ideal audience. Before you start your campaign, make sure your branded content and the tone of your storytelling resonate with your target audience.
Color palettes, fonts, voice and the platforms you choose to communicate with your audience are part of your storytelling process; and that story is what will make a personal connection with your ideal customer. Get to their level, use their lingo and don’t forget to have some fun.
Just as you don’t talk strictly business with your friends, creating a personal connection with your potential customers goes deeper than just shoving your products and content down their throats. They should feel that your content was crafted exclusively for their taste and lifestyle.
Create targeted lists instead of buying email lists
Just as a department store isn’t the best place to find gourmet jams, a bulk-buy of email lists is going to leave you with a rather too broad target audience. How can you create a personalized email to communicate with people whom you don’t know at all? Instead, work on a creating a targeted list for your automated email marketing campaigns. These people are more likely to be interested and enthusiastic about what you have to offer.
Reaching people is great but reaching people that couldn’t care less about your product or service is pointless; such approach is extremely impersonal, unlikely to deliver results, and frankly it’s spammy.
Choose your words carefully
Have you defined your tone of voice? Perhaps the most important contributing factor to personalizing marketing automation is speaking with the right tone of voice. Whether it’s on social media, email or traditional campaigns… Connecting with your ideal audience requires you to get to their level and speak their language. Because there’s nothing personal about “Dear Sir”, “To Whom It May Concern”, or “Go to our site.”
Let’s face it – people’s inboxes and social media feeds are flooded on a daily basis. By making your marketing messages personalized you’re more likely to stand out and grab the attention of your potential reader.
Follow up and build real relationships
Do you have access to the right tools? Do you know what to measure? Are you consistent in your tone, language and brand assets? A personal connection doesn’t stop there. Once you get a bite, don’t send robotic response to your new fans and connections. Follow up with them in real time. No, this doesn’t mean you need to hand-write notes to each of your new site visitors but, they deserve a sincere thank you, as a follow up, and showing them that you’re interested in building a real relationship.
Here’s the takeaway you need to know for more personalized automated marketing campaigns.
- Understand the stats and important KPIs
- Know the tools that are right for you based on your measure of success
- Consult a marketing companies for expert guidance as “how to” take advantage of marketing automation
- Target your ideal audience through storytelling and compelling content
- Create targeted lists instead of buying email lists
- Choose your words carefully
- Follow up and build real relationships
Keep the aforementioned tactics in mind when reaching out if you want to increase sales leads and productivity.