How Can Marketing Automation Make Your Business More Profitable?
⏱ Reading Time: 6 minutes
Delivering quality content to your audiences across numerous channels and converting them into customers is the dream goal of every business. However, finding the right approach to creating, delivering and retaining customers can be difficult without marketing automation.
According to Adobe, 91% of marketers agree that marketing automation is very important for their overall success across different channels. Similarly, 88% of marketing experts expressed that data analysis tools lead to higher performance across the board. A study by Social Media Today indicates that marketing automation increases sales productivity by 14.5% and reduces marketing overhead by 12.2%. It also states that 4 out of 5 users increased their lead generation due to marketing automation.
Whether you are already a proponent of this marketing strategy or looking for a reason to integrate it into your business model – look no further. Let’s take a look at some of the ways in which marketing automation can make your business more profitable in the long run.
6 Ways To Make Your Business More Profitable by Using Marketing Automation
1. Higher Emphasis on Content Creation
Your marketing automation efforts can be efficient, but without adequate content, they will be in vain. Once your potential leads receive blog posts, emails or social media updates from your marketing automation platform, the content you’ve delivered will effectively make or break the strategy.
By introducing automated outreach, you will have much more time for creative content ideation and editing. Moreover, the overall quality of your content will go up, ensuring your leads convert due to a newfound respect for your content marketing approach.
2. Streamlined Outreach Processes
Developing a user base and retaining an existing customer can be extremely taxing if you opt for a manual marketing strategy. This is especially true if you aim to attract an international audience, where localization, time zones, and other factors go into the equation. While writing platforms such as Grammarly, Top Writers Review and Evernote can help you in content writing and formatting prior to publishing, this would still require a very hands-on approach.
Marketing automation can efficiently eliminate these problems by introducing scheduled content delivery, email outreach, and other automated activities per your instructions. This will allow you to grow your follower base more quickly. To convert more leads in the same amount of time. And most importantly, to make the marketing automation software you’ve settled for a self-sustaining investment.
Picture 1. Scheduled content delivery
3. Omnichannel Content Delivery
One of the best reasons to introduce marketing automation into your content marketing pipeline is due to its omnichannel potential. Managing multiple communication channels manually, while possible, is exhausting and prone to errors.
Contrary to that, MA software can successfully navigate different channels. Such as messaging platforms, email, social media and others without your constant vigilance. This approach to content marketing will significantly increase your content’s performance. Why? Due to its boosted outreach and omnichannel lead generation, ensuring that your revenue goes up as a result of automation.
4. Hands-On Client Servicing
A business without proper servicing capacities is bound to lose leads and revenue over time due to negative word of mouth. Given the increased automation of your content delivery processes, your staff will be more available for customer servicing and support tasks.
This will paint a very positive image of your brand in the public’s eye, ensuring that current clients recommend your brand to their social circles more frequently. A hands-on approach to servicing will also allow your staff to familiarize themselves with the concrete wants and needs of the customer base. And to gather relevant feedback and implement it into future marketing automation efforts.
5. Better Lead Nurturing
Once you have generated a sufficient number of leads and increased your business’ profit margins, lead nurturing should become a priority. Existing customers will want to feel that they’ve made the right choice by investing time and resources into your brand. Which is exactly why marketing automation can successfully aid you in those efforts.
Due to its versatile nature, an MA platform will allow you to deliver multiple different content marketing campaigns at once. Focused on different aspects of your customer base. As such, creating and delivering content to both new and existing customers through different channels and copywriting approaches will ensure that your marketing automation’s profitability stays positive.
6. Easier Tracking & Data Analysis
Running a marketing campaign without tracking its progress and efficacy over time is a waste of potential. However, keeping track of a marketing campaign’s performance without automation tools at your disposal is nigh impossible. Especially when several campaigns run concurrently.
That being said, marketing automation platforms are designed with centralized data tracking and analysis features capable of updating you on your content’s performance at any moment. The data collected by your automation platform is highly useful in regards to eliminating bottlenecks and learning about valuable fixes and upgrades for future campaigns.
3 Most Common Marketing Automation Mistakes to Avoid
Now that we have a better understanding of how marketing automation can make your business more profitable, let’s take a look at several mistakes. These pitfalls will have adverse effects on your efforts to raise profits and generate leads. So make sure to avoid them at all costs.
1. Spamming Content in Short Periods of Time
Just because you have an MA platform at your disposal doesn’t mean it will do all the work for you. Sending marketing content to potential leads in a short period of time without rhyme or reason will cause them to quickly mark your brand as spam.
This will make it very difficult to regain their trust and paint a very negative image of your business overall. Space your marketing content out in intervals of several days apart and make sure to change things up every time you reach out to already-contacted leads.
2. Lack of Audience Targeting
Not every piece of content you produce will be viable for generating leads across all platforms and demographics. With that in mind, it’s equally important to target the right audiences with your content as it is to utilize marketing automation in an adequate fashion.
Don’t send every content piece to all of your contacts and mailing lists in the hopes of converting as many people as possible. This approach to MA will result in a drop of interest in your brand. Plus, it will lead to generating very poor analysis data for future reference.
3. Running Ad Hoc Marketing Campaigns
Lastly, every marketing effort you attempt through marketing automation should be planned from beginning to end. Use goal-setting methods such as SMART to set concrete goals and KPIs for your campaign before sending out content to potential leads.
Picture 3. SMART goals
Opting to use MA on a random basis without a planned end-goal or timeline for your campaign will result in very chaotic and unpredictable results. Worst of all, it will make it harder for your brand to build recognition and awareness in the industry down the line due to your sporadic first attempts.
Long-Form Marketing Automation
While it may seem too autonomous and hands-free at first, automation can truly transform the way you treat content and customer outreach in the future. Once you settle into a routine of using marketing automation to further your profit margins and stake in the industry, it will be much easier to come up with creative content ideas and campaigns for your audiences. Give an automation platform a shot and see if you can find meaningful and intuitive ways to integrate it into your business model. You will undoubtedly be happy you’ve done so.
Nicole D.Garrison is a content strategist, writer, and contributor at TrustMyPaper and a number of platforms for marketing specialists. She is a dedicated and experienced author who pays particular attention to quality research. In her free time, Nicole is a passionate runner and a curious beekeeper. Moreover, she runs her own blog LiveInspiredMagazine.
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