How can Marketing Automation Improve your Customer Journey?

Posted by Marketing & PR on 11 Feb 2019

How can Marketing Automation Improve your Customer Journey?

Marketing Automation combined with email marketing is a powerful tool that can help you educate your customers and enhance their journey by delivering the exact information they need to make their purchase decision.

Marketing Automation helps identify when a lead is ready to buy, email marketing helps you deliver the exact information the leads need to complete their purchase decision. Once the lead is qualified your sales team can then make contact to complete the conversion.

“According to Adweek, 81% of consumers conduct online research before making a purchase.”

Ensuring you deliver the right information to your leads throughout the customer journey can help them feel more connected to your business and therefore, more likely to convert. Marketing Automation allows you to track how leads interact with your website and emails to determine where they are in the customer journey and what they are interested in.

Armed with this information you can then tailor the content they receive to ensure it is relevant and provides a solution to their pain points. Typical types of content include blog posts, webinars, ebooks, white papers and explainer videos.

Let’s take a look at some of the ways you can use Marketing Automation to improve your customer journey.

Welcome campaigns

Once a new lead has shared their contact details with you why not send them a welcome message. This helps make the communication feel more personal and can help you stand out from your competitors. Offering an incentive can help the lead progress further along the customer journey and a welcome campaign is a good way to highlight content that may be of interest to them.

Behaviour-based campaigns

Consider running smaller, more targeted campaigns that are tailored to leads based on their behaviours. With Marketing Automation you can schedule automatic next best actions based on the leads behaviours. For example, if a lead has downloaded an ebook about your products or service, as a follow up you could send them an invitation for a meeting, a tour of your facilities or a free demo.

Seasonal campaigns

Think about the industries your business serves and how the seasons can affect the buying habits of leads or what they may be looking for at certain times of the year. Tailor your campaign to provide leads with the information they will likely be looking for to help nudge them further along the customer journey.

Personalised emails

Since the rise in technology and the internet, consumers expect companies, no matter their size, to offer a personal service and when they receive a personalised experience they respond well. Marketing Automation helps you create personalised content by providing you with a wealth of customer data that can be used to tailor content to each lead.

Dynamic content

Dynamic content is content that changes according to the user viewing it. Dynamic content can be used on websites as well as e-mail content and forms and is generated when a user requests to view a page. Dynamic content is personalised and adapts based on the data you have about the user, it offers a more personalised and engaging experience for the user and can help you multiply your conversions.

If you would like to discover how Marketing Automation could improve your customer journey, request your free SharpSpring demo.

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