Marketing automation refers to technologies that automate marketing processes to enhance efficiencies for the purpose of attracting, converting, and closing prospects and delighting customers. Hughes Media has experience with various marketing automation software platforms like Pardot and Silverpop, as well as with content creation for these platforms. Without the content, there is no reason for the customer to engage.
Marketing Automation is Content Driven
A marketing automation system is only as good as the content you have. Content is built around education and/or entertains the audience in all stages of the buying journey. Content can be in the following forms:
- Ebooks
- Webinars
- Discounts/Promotions
- Brochures
- Infographics
- Videos
- Quizzes
- Surveys
- FAQS
Drip campaigns are a powerful form of content. They’re a series of timely emails sent to your audience triggered based on behaviors. When doing drip campaigns, it’s crucial to determine how engaged the audience is with the campaign, which can be done through tracking measures. Effective timing, segmentation, and personalization are also huge factors when it comes to successful drip campaigns.
In addition to drip campaigns are welcome email series, a great tactic to nurture existing customers who have subscribed to your emails or contacted you through the website. Here’s an example of the timeline of a welcome email series:
- DAY 1 – Welcome!
- DAY 2 – Here’s a Free Gift
- DAY 10 – Get 20% OFF With Your Purchase
Benefits of Marketing Automation
- Lead generation
- Personalized marketing campaigns
- Efficient processes to enhance marketing efforts
- Integrated marketing campaigns and channels
- Insightful data from the first touchpoint to the final sale/purchase