With so many options ahead of them, modern consumers take more time to decide to make a purchase and are looking to build trust with brands first.
So, once your visitors leave your website, it isn’t over- in fact, it’s just the beginning of your marketing process. And that’s where marketing automation comes into play.
Let’s see what some of the most effective marketing automation strategies you can use to increase your conversion rates are.
Use behavior triggers
One of the best things about marketing automation is that it allows you to respond to a consumer’s behavior instantly. And the best way to achieve this is to set up behavior triggers.
So, what exactly are those triggers, and how can you use them to improve conversion rates?
Setting up behavior triggers means determining conditions that will kick off a certain automated action, using if-then logic. For example, if a visitor checks out a certain product page on your website, you can automatically send them a message offering a special discount on the product or simply reminding them to reconsider buying it.
With this, you are able to increase the immediacy of your marketing messages and you’ll be able to respond much quicker. Lead response time is essential as sales conversions are 391% higher if you respond within the first minute and drop drastically after the first five minutes.
Here are some of the different ways you can use triggers:
Thank you notes
Abandoned cart reminders
Reaching out to those who often visit a certain page
The way you use email marketing is extremely important. Sending the same message to everyone over and over again is highly ineffective and will only waste your time. So, if you want your email campaign to be successful, you should use email marketing and sales tools that will help you sort out your contact list and create personalized email templates.
You can use email automation from the very beginning of your sales process to reach out to prospects and generate leads. With the help of email automation tools, you can automate your outreach process and create highly effective email marketing campaigns that will drive conversions.
These tools will allow you to create personalized templates and send tailored messages to large amounts of prospects at once.
Setting up drip campaigns will help you nurture leads by sending them multiple follow-up messages over a longer period of time to remind them about your product until you earn their trust and they’re ready to make a purchase.
Web push notifications
Web push notifications can offer you a great way to reach your customers quickly and efficiently.
So, what do users expect from push notifications?
First of all, keep your notifications as personalized as possible. This can mean anything from offering special discounts, to exclusive deals based on location or personal preferences, to using a subscriber’s first name.
Like with email, make sure you aren’t sending too many campaigns. Research shows that sending too many campaigns can make you come across as spammy. So try to find the sweet spot and don’t overdo it.
Whichever marketing automation strategy you decide to use, personalization is the name of the game. The first step to personalization is segmenting your audience. Use your customer data to create different groups based on location, age, their previous interests and purchases. Only then can you proceed to target different audience groups with personalized messages tailored specifically to their needs.
Timing is everything
As previously mentioned, it’s extremely important to respond to your leads as quickly as possible if you want to increase your chances of conversion. But besides that, timing is also important when leads are being passed from marketing to sales team. Make sure that don’t turn over leads too soon if they’re not ready, otherwise you might lose them for good.
With so many options to choose from, it’s no wonder that today’s consumers expect highly personalized buying experience and 24/7 support. It might sound like a tall order, but it’s necessary if you want to increase your conversion rates, and luckily, marketing automation is here to help you.
Milana Jovic is a digital marketer and search engine optimizer. After getting a degree in marketing and economics, she started focusing on B2B and SaaS industry. Interested in combining traditional marketing strategies with new technology-driven tactics.
automation, digital marketing, marketing automation*.
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