Marketing automation is the set of techniques and tools that allows you to develop a strategy to execute, manage and automate your marketing communication tasks.
It allows you to replace your manual, repetitive and limited sales approaches with automated processes that are personalized to each prospect.
Now that you know what Marketing Automation is and its benefits, it is important to establish predefined scenarios in order to automate the sending of emails, the appearance of pop-ups, the sending of SMS, alerts, scheduled messages, etc.
A new client, a new subscriber? Explain your values, your mission. Show them how important they are to your company.
It's up to your imagination, define when and from which action taken by the customer you want to automate your marketing. It all depends on your business and what data you think is important to collect.
Did they visited a specific page? Are they interested in a particular item? Did they watch a video? Seize the opportunity to react to it.
You have a new post, a new guide, a content on a theme? Suggest this content to people who are interested in this theme.
You have a promotion on an article? Suggest it to people who have bought or are interested in the product or service concerned.
Offer a discount to your prospects if they place a first order.
Same pattern, schedule an offer after a certain number of days following the first order.
If your product or service has a defined lifecycle, automate the relaunch before the end of the cycle so that the renewal seems timely and necessary.
As with the 6th point, offer a membership renewal before a subscription expires, ...
A customer has made a purchase. Take the opportunity to offer them additional items.
You can also suggest a higher quality item by praising its merits before they make the purchase or suggest them this premium item when they renew their purchase.
Your contacts have some engagement with your business via social media, orders, reviews, etc.
Thank them and offer them something to keep them loyal.
This is the basis of courtesy, he buys, you thank him.
After a purchase, a download, reading a post, etc. Ask for their feedback on your content, their experience.
If they download content, you can offer them another service or product that is relevant to the content. It's up to you to determine your strategy.
A participation to an event, a webinar, a conference, a survey,... It's an opportunity to stimulate them, reward them, thank them, ask their opinion.
Communicate additional information following a webinar, seminar, conference, guide according to a post, service, etc.
Encourage your collection by rewarding customers who bring you more by suggesting an offer to both the sponsor and the referral.
Tell them you miss them, remind them of your existence after a period you define.
Right to oblivion is for everyone, except you. Don't forget to incentivize customers who no longer show any engagement with your content. Set a period of time after which you will engage them again.
This scenario is in a certain manner similar to abandon cart by a prospect or a customer.
It is an opportunity to build loyalty and to highlight your customer. Suggest an offer during his birthday month.
The newsletter is a powerful tool. Imagine your scenario where you set a free, interesting and disinterested benefit. The content should be relevant and uninterested in the sense that your contact should not explicitly feel the benefit you are getting from this membership. They should feel privileged and should not feel the benefit you are getting.
And, finally, if they show an interest and need for additional and/or complementary information. Take the opportunity to target them according to their request.
We end this post by this quote :
It is not the strongest of the species that survives,
not the most intelligent that survives.
It is the one that is the most adaptable to change.
By change, we mean "Automation".