You know that creating a brand message that resonates with your audience is crucial to long-term business success. But once you’ve developed a strong message, how can you leverage your message to maximize its potential value to your company? The answer? Marketing automation.
Leveraging your brand message through personalized, real-time interactions
Marketing automation platforms provide a variety of features that enable your business to remain directly engaged with your leads throughout the customer journey. Of those features, the most valuable is the ability to interact in real time and with personalized messaging.
By using detailed analytics and real-time data, these platforms give you the ability to structure your brand messaging in a way that truly connects with the leads and customers that you’re contacting.
Having the ability to connect with your customers on a personal level, and doing it in real time, helps ensure that leads are consistently exposed to and connected with your brand message.
But this connection doesn’t just help guide them through a personalized customer journey. It also plays an integral role in helping to increase the likelihood of those leads developing loyalty to your brand.
So, this simple feature within marketing automation platforms enables you to leverage your brand message in three ways:
- Helps you connect with your audience on a personal level
- Consistently exposes leads to your brand message
- Improves loyalty, which leads to higher customer retention rates down the road
How marketing automation helps you deliver personalized, real-time messaging
Marketing automation tools, such as Campaign Monitor, utilize the power of email marketing to help you deliver personal, timely, and relevant content to your leads and customers. By generating and analyzing data from within your email list and from third-party apps, the platform enables you to customize messages to fit the unique needs of the recipient.
With their tools, you can easily perform A/B tests for campaigns, check out real-time reports, and continually build new segments that can contribute to the success of your campaign. Being able to dive into behavior analytics allows you to better segment your email list, which is a proven recipe for improving open and clickthrough rates.
In addition, Campaign Monitor allows you to control and decide exactly when and how you’d like to send your emails.
These control and customization features enable you to portray your brand message to leads and customers in a way that puts you in the best position to connect with them on a personal level.
Utilizing marketing automation to increase brand awareness
To truly leverage your brand message, it’s essential that you have a strategy in place to cultivate and develop brand awareness. One of the most important steps to bringing awareness to your brand is through your customer journey.
The thing is, far too many businesses build their customer journey from an internal point of view. Instead of focusing on how the customer wants to interact and grow with the brand, they focus on how they want the customer to interact with their business.
And it’s not always their fault. In many cases, businesses lack the customer data necessary to create the journey from the customer’s point of view. Fortunately, the powerful combination of marketing automation and email marketing changes this dynamic.
Analysis of the customer life cycle
The marketing automation system offers the user convenient communication channels in all phases of the customer life cycle. Thanks to marketing automation, we build and maintain relationships with current and potential customers. Managing the entire lifecycle is a key to optimizing the monetization of all contacts acquired. The marketing life cycle of a customer starts with the acquisition, through the formation of the contacts that prepare him for the purchase, through to the retention and loyalty.
Marketing automation measures customer engagement at every stage and provides them with appropriate marketing content. Thanks to marketing automation, we can not only monitor the behavior of a customer in different phases of his life cycle, with marketing automation, we can take steps to increase the loyalty of customers with the highest activity monitored by the Marketing Automation platform. However, how can the engagement level of the customers monitored by the marketing automation system be verified?
By building long-term sales programs that are possible with marketing automation, the entire marketing lifecycle of the customer can be supported. It is obvious that the customer changes over time and so does their needs. Thanks to marketing automation, we can monitor these changes. Someone who buys clothes for a 6-year-old child today will need a completely different size and, above all, different products in two years.
Lead nurturing is a new marketing concept combined with marketing automation programs that prepare potential customers for a purchase decision. Such programs can be carried out thanks to marketing automation systems. Companies that excel in lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead.
In marketing automation systems, we have the ability to create different types of information and educational campaigns for our customers.The most commonly used educational programs are drip programs. They form the essence of marketing automation and see themselves as the creation of predefined sets of information that are sent to specific customer groups at certain intervals. With marketing automation you can create finely tuned cycles for individual customers, for small and medium-sized companies and for corporate customers. Addressing all of these groups with the same message will negatively affect the efficiency of sales and marketing performance.
By reacting to these messages, cyclical programs can be directed to potential customers and their behavior can be analyzed. This makes it easy to segment customers and identify the sales department of the best potential customers.
Automated greetings – the marketing automation system sends dedicated messages to the identified leads after visiting your website. A well-structured welcome message can instantly identify the area of interest of your potential customers and equip them with knowledge about your company or your products. For example, a customer who has completed the contact form or is expressing an interest in a product or service for small and medium-sized businesses automatically falls into the customer segment of the cyclical marketing automation program, which then sends the message immediately after completing the form another message after 3 days and another message after a week.
The main goal of Lead Nurturing is to engage your leads in an automated marketing program that engages them with a series of automated, customized, and pre-defined sales, marketing, or informational messages to keep in touch with a prospect. If the prospect is not interested in the marketing relationship with us, they will likely unsubscribe from the subscriber list, or at least show no interest by not clicking on emails or links, causing the marketing automation system to remove them from a group of potential customers for sales to contact.
Conclusion
With the tools and analytics that are on offer, your business can develop your customer journey to align with actual customer data. At the end of the day, what could be a more impactful way to leverage your brand message than by improving the conversion rate of your customer journey?
