Knowing your customer and maintaining a relationship with them is one of the most important tools in sales; along with this, knowing how to reach them and how to appeal to their needs. Effective automated marketing is a great way to improve relationships by reaching out to customers and also generating more sales in the process.
What is Automated Marketing
So what is automated marketing? It can be defined as “technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically,” according to Salesforce. Automated marketing doesn’t mean using a robot to mass market to everyone in your contact list, but it does mean there will be less work on the backend to reach customers.
How Does Automated Marketing Build Customer Relationships?
Say you want to schedule a photo to post on Facebook, Instagram, and Snapchat at the same time – you can with automated marketing, which saves you more time without taking quality away from the content. According to Nucleus Research, marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. Additionally, 63% of survey respondents indicated that the ability to set measurable objectives for each of their campaigns is the biggest value of the driver of marketing automation.
How to Increase User Engagement with Automated Marketing
Now, the repetitive tasks of marketing can be handled, and more time can go into the planning and execution of campaigns, and genuinely responding and reaching out to customers, rather than the technical processes of posting.
Marketing automation is a useful tool for companies and employees that like to spend all their time crafting the message and post in one place, then sending it to whatever platforms you’d like. It is also great for posts that are on a schedule, like weekly and biweekly spotlights that will now be posted automatically.
Automated marketing can also be useful in a mass marketing strategy. Some platforms may receive more traffic overall, but there is usually a different customer with different demographics around each platform. However, executing content manually and steadily first is important. This way you can gather data on what types of posts your target audience is most likely to engage with and on what platforms.
Aside from having less work on the backend, and more time to focus on strategy and customers, automated marketing is also easy to use. An example of an automated marketing platform that I have personally used and earned a certificate from is called Hootsuite. This platform allows the user to create and schedule posts, manage all channels, plan upcoming campaigns, stay on top of user interaction (messages and comments), and most importantly, analyze the data analytics reported with the posts.
How to Foster Customer Relationships with CRMs
It is important to go a bit into depth about data analytics in marketing, and specifically in automated marketing. One of the perks of automated marketing apps is that you can view your data analytics from the posts. It is impossible to measure the user engagement on a post without looking at the analytics that users help generate.
These analytics will help to further relationships with customers and set goals to increase user engagement in the future. It also takes away having to have another platform such as Google Analytics, when you could have everything all-in-one.
Another perk that any business or employee would be pleased to hear is that most automated marketing software has a free trial to test out and is not much to purchase for the business. The value that you and the customer get out of having automated marketing eliminates any cost paid for the software. It is worth it to have these strong relationships with customers, and overall be more successful in sales.
In other words, your input of a few hundred bucks a month or lower (depending on the size of the company and users), could result in many well-fostered relationships with customers and more consistent business from them.
Reaching Sales Goals with Automated Marketing
Marketing automation isn’t just for marketing. As a sales development representative, marketing automation is essential for finding the right contacts, understanding your prospects’ behaviors, and coordinating follow-ups. There are many reasons why a sales and marketing team should be aligned, but initially distinguishing market qualified leads (MQLs) from non-MQLs is pivotal for achieving our sales team goals.
In sales, the customer is the priority, and marketing is the tool to help us identify their pain points, needs, and also their buyer behavior. The campaigns and content creation that is put out on social media platforms should be the priority in reaching out to customers, not the time to post it to each individual platform and also remembering to do this. It’s a win-win for the business and the customer, and a way for the business to funnel MQLs for the sales team to approach. We don’t want our sales development representatives knocking on doors that aren’t fit for our product or service.
Moreover, leads are expensive to generate and therefore should be nurtured and followed up in a timely manner. Having a sales cadence in place is crucial to ensure this process. These prospects should be engaged with valuable content, calls, and email outreach to increase user engagement and continue building relationships. Sales is a numbers game, and consistency and pacing are key to achieving your sales team goals.
If you or your sales company has not tried or heard of automated marketing, it is something to get a free trial of and test out. It is ideal for a sales development representative or media specialist at the company that is tasked with managing multiple channels and has too much software already to use for every task like analytics and content platforms.
The future of marketing is automation – so the sales team has more time to produce the content itself and can be more responsive to its customers that want interaction in the sales process.