RAAK_Blog-Header_Why it’s wise to automate your inbound marketing efforts

Why it’s wise to automate your inbound marketing efforts

One way or another, every contemporary marketer should be using marketing automation by now. It has become indispensable to make your marketing efforts more efficient. Marketing automation software helps you automate recurring marketing interactions, so that you no longer need to waste time on them: email workflows, blog management, social media publishing or building your contact database, to name a few.

As a result of the digital revolution, many companies need to undergo a digital transformation to stay relevant within their market(s). The same applies to the different divisions of an organisation. For instance, sales and marketing is having an increasingly tough time attracting qualified leads to generate more revenue and gain market share. No matter which sector you’re operating in, this is where marketing automation can help. It will prove to be the driving force behind better qualified leads, operational efficiency, brand recognition and a personaliszed customer experience.

These are 7 common pitfalls, and what can you do to avoid them.

1. Your website is not generating leads
You set up a contact form and now you’re waiting for the leads to pour in. But typically, people only reach out to you when they’rve on the verge of hiring you. This makes the contact form an often-used trap tool for spammers. So, it’s better to gather information from people when they are still in the investigation stage by offering them valuable, premium content in exchange for the info you need.

2. Your leads aren’t becoming customers
You have set up a landing page program. You’re using strong and decisive CTA’s. But in the end, you find that following up on new leads is just too cumbersome. Don’t let that stop your flow. Marketing automation helps you effortlessly create lead nurturing emails, which you set up in a workflow. Here’s an example of how it could work:
  • A new lead is generated when a visitor on your website fills out a form to get a downloadable content offer.
  • The new lead receives an automated ‘thank you’ email with a link to grab the requested content.
  • The lead receives a series of carefully crafted follow-up email messages — preferably with 3 day intervals — designed to provide useful information related to the original content offer.
  • The lead gets an email inviting them to get a full demo, or book a free consultation.
  • You get an email alerting you that the lead has made it through a workflow. This email can also contain information about their activity and level of interest. This indicates when it’s the right time to follow upon your lead or if they should be put into a ‘general’ list for periodic follow-up in the future.

3. You don’t know the conversion rate of your landing page or CTA’s 
Are you creating fantastic content offers and adding more landing pages continuously? Way to go! Companies with 30 or more landing pages generate 7 times more leads than those with fewer than 10.
But… do you also know how well they’re converting? This knowledge is crucial, as a tiny tweak could boost conversion rates instantly. A good marketing automation software dashboard makes this easy to track and manage.
The same principle applies to your calls to action. Testing out several CTA’s will show you which work best. Simply replace poor performers with new ones, until you find the best one to use as a standard.

4. Your leads aren’t neatly organised
Great, you have gathered a large number of leads. But if you don’t know what exactly they are interested in, how will you know what to send to them?
By creating smart lists in marketing automation software, you can use any criteria you want for segmentation. When you have a new offer to send out, or have an important webinar announcement to make, you’ll easily select a list of people who eager to be informed.

5. You can’t efficiently manage incoming leads
Are you getting new lead notifications all day? Excellent job. But inspecting each and every one of them is time-consuming and quite distracting. Lead scoring allows you to assign a numeric value to every action or property on a contact’s record.
For instance:

  • Downloading an eBook could be worth 10 points.
  • A visit to your website earns him/her 2 points.
  • Opening an email is awarded with 3 points.
  • Clicking on a link in an email: 5 points.

Once a contact hits a predetermined score, move them to a smart list called ‘hot leads’. Those are the ones you want to examine closely and put your focus on.

6. You don’t know where your leads are coming from
Paying big money for AdWords, spending hours every week on Social Media or blogging incessantly? Find out what’s your best method to bring in visitors, contacts and leads. Marketing automation can break down those sources into manageable bits, so you know exactly what’s working and what’s not.


7. You are piecing together too many marketing applications
Let’s be frank: no-one has time for that. Marketing automation software combines all those functions and more, so everything you need to run a successful inbound marketing strategy is in one place. When it’s time to run reports, everything you need is in one spot. Sharing important information with other team-members requires just one login. Needless to say, this approach will save you time and money.

Conclusion

Recognise some of the situations above? Keep the remedies in mind and determine which aspects would benefit the most from an investment in marketing automation. No need to go for the full monty all at once.
A step by step approach will often prove the most effective, giving you the opportunity to adapt and finetune automation processes at every stage.

Sset up some excellent buyer personas for your company. Download our free and easy-to-use template and customise it with your own information in a few simple steps.

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Posted on
Jul 3, 2018