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One of my favorite quotes is by John Maxwell, “Change is inevitable. Growth is optional.” When it comes to marketing automation, it’s an inevitable strategy that every business should consider from day one.
In this post, I’m going to cover what marketing automation is and how ActiveCampaign can help you implement it.
- What Is Marketing Automation?
- What Does Marketing Automation Involve?
- What Should a Marketing Automation Strategy Comprise?
- What Is Marketing Automation In CRM?
- How Does ActiveCampaign Fit Into Marketing Automation?
- What Are Some Pros & Cons of ActiveCampaign?
What Is Marketing Automation?
Marketing automation involves automating various marketing activities using software. Automation can help you streamline repetitive tasks such as email marketing, social media posting, and pay-per-click advertising.
The goal of marketing automation is not just to increase efficiency, but also to increase the quality of your customer experience. Marketing automation makes these tasks easier.
Marketing automation is a process that appears to be the only solution in facing major changes triggered by rapid technological changes.
To succeed, your business has to incorporate digital services and other communication services.
With technology rapidly developing and fragmented marketing, there is a need for a relationship between the products and services you offer and the need to establish meaningful communication with your customers.
To achieve a competitive advantage, your business should establish a deeper relationship with your existing customers and expect their future needs.
In today’s society, businesses are targeting customers individually instead of as a group. Businesses can get information about their customers through social media, websites, and direct calls to help them analyze and forecast.
But, to use this information, businesses need to make use of various marketing automation tools. One way to do that is through an old, yet still a critically effective tool for achieving quality lead development: email marketing.
What Does Marketing Automation Involve?
Marketing automation involves using a service or software to streamline your marketing processes like customer segmentation, campaign management, and customer data integration to make them more effective.
It automates marketing for your business. It uses a single automation program to control every situation of every campaign.
It’s a strategy that takes in your various business products or services, provides your contacts with extremely useful personalized content, and helps transform prospects into customers and customers into devoted fans.
According to “25 Marketing Automation Statistics You Need To Know“, marketing automation is an investment that almost all businesses implement.
Nearly 90% of businesses want to implement marketing automation strategies. To prove its success, the article states you should “choose a marketing automation platform that supports your business goals.” Using the set goals, you can then develop your own marketing automation strategy.
Remember, marketing is about being innovative.
What Should a Marketing Automation Strategy Comprise?
Your marketing automation strategy should be omnipresent so that it generates effective results.
Basically, omnipresence in marketing is a way to talk to prospects holistically, communicating with them across channels differently depending on how they interact – and how they’ve interacted with other messages from your company in the past.
At the minimum, your marketing automation strategy should include tools to help you with lead management, email marketing, campaign management, and dynamic content.
What Is Marketing Automation In CRM?
Customer Relationship Management (CRM) and Marketing Automation functions are codependent on each other. They merge to ensure a harmonious and rich profile for an individual from contact to lead to prospect to customer.
Marketing automation differs from customer relationship management by focusing on lead development offline and online.
Marketing automation focuses more on the tasks automated for lead development and nurturing.
You could gain data on contact behavior and later analyze the relationship between marketing automation and CRM to sharpen campaigns to achieve higher effectiveness.
A vigorous campaign provides everything needed in a marketing tool newsletter. Having every information in a particular place means that you can get views quickly into how your marketing efforts and sales perform.
How Does ActiveCampaign Fit Into Marketing Automation?
As earlier stated, ActiveCampaign is a service used for marketing automation, and it’s one that I use & recommend. It’s an all-in-one email marketing, CRM, and marketing automation tool.
It’s a rather cheaper option when compared to other automation tools like HubSpot, Ontraport, and Infusionsoft.
As an example, Thrive Themes implemented ActiveCampaign, and they could generate more fruitful leads, convert them into customers, and finally made their customers into fans.
From Thrive Themes, ActiveCampaign can help you to…
Improve Your Marketing Process
ActiveCampaign has a reputation for having a highly deliverable email rate. This can break each campaign sent out regardless if one is using an automation tool or not.
Instead of creating a simple drip sequence that sends the same email to your customers, you can develop automations to follow up with your customers or send a different email depending on their interactions.
An example is that ActiveCampaign can monitor to see which contact clicked a link in their welcome email. It can then send a different message depending on if I click a link.
ActiveCampaign ensures that the most important & personalized emails are sent to the correct contact at the proper time to prevent information overload.
It gathers data to create specific profiles of contacts. You can do this through tracking as they use your app or website and other digital channels. How they behave reflects insight into their needs and concerns.
An example is when a contact clicks a specific link from an email you’ve sent, you can then determine that appears most interesting to them. Then you can mark them as interested contacts and then start a follow-up including the things they’re interested in.
ActiveCampaign helps to analyze user behavior information of visitors browsing your website. This tracking starts whenever a contact carries out a task like visiting your website, opening an email, or submitting a form. You can then develop automations that carry out a job in reaction to their behavior.
An example is when an individual visits a pricing page repeatedly but hasn’t made a purchase yet. You could set up an automation to send an invitation to them to schedule a time to speak with them to answer their questions.
Improve Your Sales Process
ActiveCampaign aids in nurturing relations through automated email campaigns with leads even after leaving your site for a long time.
To reduce the time you spend updating deals using notes, marking contacts, and writing tasks, you can create an automation that adds updates to the contact and shifts them through your sales pipeline. Thus, your contacts are up-to-date without needing time and attention.
ActiveCampaign is used to identify which campaigns convert the highest by split testing the capabilities of every automation. This can be through the usage of contact data to improve sales.
ActiveCampaign helps to identify the most participated site subscribers, users, and visitors through lead scoring. This is through evaluating and distributing leads.
You can qualify leads using aspects of the target market and involvement by increasing scores as they link with web pages and emails. When a contact attains a certain score set, a deal is made to the lead and assigned to you or your salesperson.
What Are Some Pros & Cons of ActiveCampaign?
The pros of ActiveCampaign are that it’s a powerful automation tool; it provides great deliverability, free migrations, offers the ability to send personalized emails, and has comprehensive reports.
The cons are that the features could be overwhelming at first and they don’t offer a free plan; however, they offer a free trial.
In conclusion, marketing automation using ActiveCampaign has proven to be an important tool. Additionally, marketing automation has proven to be an effective strategy to implement.
For me, when it came down to choosing a tool that could give me email marketing, a CRM, and marketing automation, ActiveCampaign became the obvious choice as an all-in-one marketing solution.
If you would like to implement a marketing automation solution or ActiveCampaign, contact me and set up a time to chat!
If you have any questions or comments, please leave them below!
Thanks for reading,