Marketing automation refers to automatic marketing tools and strategies, such as email campaigns or blog posts to which customers can subscribe. These strategies can increase business because they keep your name in front of customers at all times and often create need, much like many other marketing tools.
Many B2B marketers thought a few years back that social media platforms would make email campaigns obsolete but the truth is, email is here to stay! Customers still need to use email to receive personal messages, so it’s a perfect method of reaching them one-on-one. For B2B marketing, newsletters and blogs are also effective, which is why it’s good to consider how to use all of these together for successful marketing automation. Consider four tips to do this for your business.
1. Start with segmentation
This refers to breaking down your customer base into different segments and addressing their needs accordingly. As an example, if you sell automotive parts to commercial customers for resale, your email campaign may need to be divided into foreign and domestic models; it makes no sense to market foreign parts to a domestic reseller, and vice versa.
This segmentation should be done with all your marketing campaigns but especially so with automated marketing. This will ensure your customers don’t view your contacts as spam and unwanted email or pointless newsletter updates.
2. Remember that you want subscribers to be buyers.
Just because someone subscribes to your blog or newsletter doesn’t mean they’re going to automatically buy. You need to move them from passive observers to active buyers. This can be done with a targeted, goal-oriented and direct messages that will convert them to customers. Alert your customers to your products and services, yes, but always have the tone of what it will accomplish for your customers and how it will add value to their own company.
3. Nurture your leads to convert them from marketing to sales.
Sales refers to actually hard selling a product whereas marketing refers to a generalised introduction of your product or service. As you use automated marketing tools, you want to nurture your B2B marketing leads to sales. You might do this by gradually going from a newsletter to offers for webinars to special offers for online customers only, to outright sales pitches.
4. Reward those who do the work for you.
Often you’ll find that some of your email or blog subscribers or those who follow you on social media share your posted information with their own friends or subscribers. These ones are your true supporters and you want to reward them.
You can typically find the data needed to see those who do the most sharing and forwarding of your automated marketing, and you need to compose a targeted marketing campaign toward these ones. Send them personalised offers such as sneak peeks of upcoming products or special access to certain sales. This encourages them to keep forwarding and sharing your data and in turn, they’ve done your marketing work for you!