{"id":3614,"date":"2022-05-24T13:28:50","date_gmt":"2022-05-24T07:58:50","guid":{"rendered":"https:\/\/staging.encaptechno.com\/blog\/?p=3614"},"modified":"2022-05-25T18:48:56","modified_gmt":"2022-05-25T13:18:56","slug":"marketing-automation-guide","status":"publish","type":"post","link":"https:\/\/staging.encaptechno.com\/blog\/marketing-automation-guide\/","title":{"rendered":"A Detailed Guide to Marketing Automation"},"content":{"rendered":"

\"A<\/a><\/b><\/p>\n

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<\/b>There are many methods for promoting a brand at the present time. However, marketing managers are always looking for workable methods that can make promotional efforts meaningful and efficient. To manage the <\/span>lead generation process<\/b>, the marketers must know the reason behind each action taken by visitors to a website.<\/span><\/p>\n

From knowing which source is driving the visitors to a website to knowing what nurtures the <\/span>marketing strategy<\/b>, everything must be focused on. To make this simple, building relationships with prospects is important. Hence, most marketers are focusing on <\/span>marketing automation<\/b>.<\/span><\/p>\n

In this blog, we will try to understand what marketing automation is and the features it brings in great length. So let\u2019s begin.<\/span><\/p>\n

<\/span>What is Marketing Automation?<\/b><\/span><\/h2>\n


\nIn simple language, marketing automation is the process of using software for automating repetitive marketing efforts. With the automation of repetitive and time-consuming manual tasks such as generating and segmenting leads, planning social media campaigns, sending emails and SMS, and qualifying leads, efficiency and personalization of user experiences can be ensured.<\/span><\/p>\n

The goal of <\/span>automating marketing services<\/a> <\/b><\/span>is to move your leads down the funnel and finally convert them. When used properly, the features of marketing automation lead to many positive results.<\/span><\/p>\n

<\/span>Why Marketing Automation?<\/b><\/span><\/h2>\n


\n\"Why<\/a>
\nRunning <\/span>online marketing activities<\/b> without dedicated and efficient software is still possible when the size of your company is still small. However, just as a company keeps growing and attracts more leads, the marketers need more channels for engaging with customers because managing interactions becomes difficult.<\/span><\/p>\n

Capturing, nurturing, and qualifying a wide range of leads, running effective campaigns for customer segments, and different post-purchase marketing activities required to get automated. This marketing automation keeps the customer engagement consistent and meaningful. The <\/span>Zoho marketing tools<\/b> do just that when it comes to automating everything.<\/span><\/p>\n

According to<\/span> Marketo<\/span><\/a>,\u00a0 76% of organizations implementing marketing automation generate a return on investment within the first year itself. That\u2019s not all. It is also said that over 44% see a return within just six months. The most important function of <\/span>marketing automation platforms <\/b>is to automate and streamline activities carried out by the sales and marketing teams.<\/span><\/p>\n

One can plan and execute lead generation and nurturing plans to launch a wide range of digital ad campaigns from a central hub without hitting buttons such as, \u201csend\u201d or \u201claunch\u201d on each message, email, or ad. The businesses that use marketing automation can see a wide range of benefits across all of their important everyday operations.<\/span><\/p>\n

An important increase in the number of qualified leads that reach the sales team, a higher conversion rate, and better productivity for sales and marketing teams are good ways in which marketing automation helps a business.<\/span><\/p>\n

<\/span>Steps Needed to Start Marketing Automation<\/b><\/span><\/h2>\n

 <\/p>\n

Over many years, marketing automation was considered rather difficult to understand. However, the use of <\/span>marketing automation platforms<\/b> such as Zoho Marketing Automation changed almost everything. This tool comes with a lot of simplicity that is combined with an actionable plan. Businesses of any size can automate their marketing.<\/span><\/p>\n

There are mostly six prominent ways in which marketing automation can be started. They are mentioned below.<\/span><\/p>\n

<\/span>1. Setting Goals<\/b><\/span><\/h3>\n


\n\"Setting<\/a>Goal setting offers a clear direction for a marketing strategy. Some goals such as building brand engagement or increasing thought leadership are good to have but they are unlikely to bring in desired results as they are generic.\u00a0<\/span><\/p>\n

It is recommended for the <\/span>marketing strategy<\/b> goals to be precise, measurable, achievable, realistic, and timely. Each and every effort of the marketing strategy must have a goal. This will channel your energy towards getting tangible results. In fact, you will also start seeing the results of your efforts quickly.<\/span><\/p>\n

<\/span>2. Creating and Segmenting Leads<\/b><\/span><\/h2>\n


\n\"Creating<\/a>
\nAn important aspect of marketing automation is the generation of good quality leads. This is a step that makes you capture all the leads that show interest in your brand whether it is subscribing to a newsletter, engaging with social media, or signing up for webinars.<\/span><\/p>\n

There is a wide range of promotional channels for driving traffic to your landing page. These channels make lead generation effective. When you have good quality leads in your hands, you can also segment them into groups with similar characteristics, needs, and interests who show similar purchase patterns.<\/span><\/p>\n

When you really get to segmenting the leads, you will see that it increases your campaign open rates, customer satisfaction, and many more things. You will know what your leads are looking for and you can find it easy to engage with them suitably. For instance, you can form segments such as \u201cWebsite Visitors Under the Age 25\u201d or \u201cWomen Aged Under 18\u201d to make the lead nurturing process efficient.<\/span><\/p>\n

<\/span>3. Website Optimization<\/b><\/span><\/h3>\n


\n\"Website<\/a>
\nWe know the importance of a website. It is like a modern business card that tells almost everything about your business. The key to increasing your conversions is to attract visitors to your website first.<\/span><\/p>\n

When you deploy the right set of keywords, focus on <\/span>content marketing<\/b>, and high-quality user experience, you can be assured that your website will be seen. Website tracking in the marketing automation platform ensures that you get the exact count of all the visitors.<\/span><\/p>\n

Understand what the visitors on your website are focusing on. Tracking those elements on the web page and discovering more about them while also knowing why the users clicked on a call-to-action button, a specific location, the source, etc. You should also know the number of clicks, the visits, and more.<\/span><\/p>\n

<\/span>4. Targeted Marketing Campaigns<\/b><\/span><\/h3>\n


\n\"Targeted<\/a>
\nYet another important aspect of a <\/span>business approach<\/b> is to send targeted marketing messages to the leads at the right time using the right channel. This is the cornerstone of the lead nurturing process.<\/span><\/p>\n

One of the best parts of a marketing automation campaign is that you can customise your leads as per their requirement and set up automated workflow or scheduled posts. Do not forget to include things such as emails, SMS, social, push notifications, and ad campaigns. Make sure that you are easily found where your audience is.<\/span><\/p>\n

<\/span>5. Scoring and Qualifying the Leads<\/b><\/span><\/h3>\n


\nDifferent attributes can be used for scoring more leads. You can move your leads through the funnel by adding numerical points based on important information that has been submitted.<\/span><\/p>\n

The reaction of leads to the marketing campaigns, click-through rates, and how the leads are engaging with a brand shows a lot. This makes it easy for the marketing and sales team to respond appropriately while figuring out who is interested in buying your product and who is looking around generally.<\/span><\/p>\n

<\/span>6. Measuring Overall Performance<\/b><\/span><\/h3>\n


\nYou can measure and contextualise the marketing activities that help you reach your target market. Getting a clear understanding of conversion rates, revenue growth, marketing returns, and other key performance indicators help immensely.<\/span><\/p>\n

The marketing goals help in empowering you to improve your marketing strategies while optimising the returns. Choosing the key performance indicators helps in measuring progress quickly and accurately.<\/span><\/p>\n

<\/span>Features of Marketing Automation<\/b><\/span><\/h2>\n


\nZoho Marketing automation<\/b> platform helps in attracting website visitors, tuning anonymous visitors into leads, and converting leads into customers. The features that it offers bring marketing and sales operations closer. They are mentioned below.<\/span><\/p>\n

<\/span>1. Lead Management<\/b><\/span><\/h3>\n


\nThese days, it is important to get leads to notice your brand and offer them the best experience well before the competitors can do it. Lead management helps in attracting leads, nurturing them, evaluating their sales-readiness, and handing over the best ones to the sales team.<\/span><\/p>\n

From lead generation to understanding the online behaviour of these leads and evaluating them for sales, Zoho <\/span>marketing automation<\/b> helps in everything. It helps in managing the entire lead cycle. You can effectively engage, empower, and earn your customers using the marketing automation features of Zoho.<\/span><\/p>\n

<\/span>2. Lead Generation<\/b><\/span><\/h3>\n


\n\"Lead<\/a>
\nYou can get more leads by adding sign up forms and smart pop ups on the landing pages. Moreover, you can also bring leads by syncing the CRM leads or other apps. The benefit of <\/span>automating marketing activities<\/b> is that no opportunity for generating new leads is ever lost.<\/span><\/p>\n

Business success depends entirely on the leads and one\u2019s ability to get the audience excited about a brand. Leads can be attracted from many sources and with unique requirements. Your focus must be on creating a good relationship with the leads.<\/span><\/p>\n

<\/span>3. Behavioural Targeting<\/b><\/span><\/h3>\n


\nYou must understand the online behaviour of your leads so that you can use important information for customising messages. Create profiles for all visitors on the basis of their browsing behaviour so that you can give them just what they are looking for.<\/span><\/p>\n

There are two primary types of behavioural marketing.<\/span><\/p>\n