We can define Automated Marketing as a set of activities and strategies that allow us to build the right relationship of trust with our customer or potential customer.
In marketing, time is precious. Yet the processes of content analysis and distribution can be many and tedious, but necessary. If you feel the same way, you will love Automated Marketing.
Marketing automation runs to the aid of companies to make the repetitive tasks that are needed in digital marketing strategies more effective and faster.
Thanks to Automated Marketing you can achieve many important goals such as:
- Profile your users: prospects, leads, customers
- Greatly increase your contacts and turn them into customers
- Carry out activities useful for launching your new product or Start Up.
It is a technological and strategic approach that allows you to efficiently manage and automate marketing communication to user segments that are at different stages of the sales process (funnel). Basically, a dream come true.
Not surprisingly, one of the tasks in which marketing automation is most widely used is emailing.
Strategic automated email marketing can help you send the right content at the right time to your prospects based on the sales funnel.
Automated marketing: grow your company’s reputation and business
Automated strategic marketing allows you to build a strong and lasting bond with the user.
It allows us to collect data and information to understand users’ behavior, and profile them. Understand their needs and wants:
- both express ones: what they ask us for, for example, through a form, an email, a chat, a landing page.
- than unexpressed (latent) ones: which pages on our website do they read most frequently? What posts on social channels catch their attention?
We live in an age of overcommunication.
With the advent of the Internet, email, newsletters and DEMs have taken over from other forms and channels of communication.
In some cases in a distorted and invasive way.
Once upon a time, letters and brochures were sent, and today emails, whether DEM or newsletters, are abused because their cost is extremely low, almost negligible.
So, often times, we don’t even care anymore, about the value of what we communicate.
Sending an email with a list of products or services is useless!
Leave it to the interlocutor to figure out what, among all those products, would be useful to him.
It can solve a specific problem for him. Lost time.
Communication must be targeted and personalized.
If you sell dental products, you need to convey your skills and values.
The recipient of the communication should immediately understand that, that message, was designed just for him, to solve his particular need or problem.
So first of all, it is crucial to understand how we can make a difference to our stakeholders.
Automated marketing: build strong ties with your customers
This Marketing strategy is definitely based on automation and measurement but, the key element, is determined by building valuable content that is of interest to our potential customers and clients.
Automated strategic marketing, as a fundamental element of Inbound Marketing, is based on sharing our knowledge with the world.
We can say that it is literally the monetization of knowledge.
Knowledge sharing leads us to be useful to people. This generates attraction to our brand.
If we have nothing of value to communicate, “Automated Marketing” cannot help us.
If we want to get value, from prospects (leads and prospects) and customers, it is essential to build relationships and conversations with both target audience and non-target audience.
To create this value, you need to provide the right information to the right person, at the right time, every time (people’s interests change over time).
The big effort is really in planning, designing and building valuable content that, thanks to marketing automation software, will reach our customers and prospects at the right time. That is, when they need that information.
Valuable content does not mean talking about your service, but going far beyond it.
Market surveys. Technologies that help you navigate online. Tips on how to maintain one’s bicycle. Practical guides on how to cut the grass, etc.
Little by little we create a relationship of value and trust with our interlocutor, but we have not, in any way, talked about product and sales.
To simplify, integrate, maximize and concretize the whole process, automated strategic marketing turns out to be a simply fantastic tool.
That is, it automates processes by making them personal and vertical to each specific need.
Marketing automation: what benefits you can get
Basically you have a complete picture of what people want from your company.
You may find that:
- your customer support is not as effective and efficient as you thought it would be
- your products or services are not working 100%
- users want a product or service that you do not yet produce
- are particularly interested in a product that you didn’t even consider
- Are willing to spend more because they recognize your product, service or company as excellent
It is not what we think about our company and our products and services that is important, but what the user experiences on his or her skin every day. What is referred to in the jargon as the Customer Experience.
That is why it is essential to use a marketing automation platform to gather information, get a complete picture of what users think about us.
To then prepare a Marketing and Communication strategy that fully meets their needs.
Only in this way can we build the right relationship with our customers and potential customers, and create the right loyalty.
“A customer is not a loyal customer until he or she has had the opportunity to leave you and has decided not to.”
Inbound Marketing according to Factory Communication
In Factory’s philosophy, Inbound and automate marketing processes are effective if they are based on these pillars:
- Differentiate in the market by offering unique products and services;
- Focus on a specific target niche;
- Have clear, specific and achievable goals;
- Ethical management of user data and marketing.
With automated marketing tools, we create a trusting relationship with your user.
The user receives only the information that really interests him.
He delves into the topics he cares most about.
He is welcome to receive new newsletters because, he knows, they are not about advertising, but only about issues important to him.
He is not yet a customer, but he is ready to become one.
As always, to create a great relationship of trust, first you must be willing to give. Then you can receive.
An anonymous, unprofiled, blindly sent newsletter simply communicates that the company is not interested in me.
He doesn’t care about my success.
Basically he just wants to sell.
Why do I have to give you a date?
Instead, if we inform him, help him, we are telling him that we care about his business, his success.
This means that when we tell them about one of our services or products, we are not doing it to sell, but we are doing it because we are sure it will be useful to them.
With our product or service he can make a difference in his target market.
Happy automated marketing to all.
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