Ever heard about the legends of the Arthurian knights and their quest for the Holy Grail? Well, the marketing strategies you develop to drive conversions and generate leads is quite similar to finding the Holy Grail. In this quest, marketing automation is like the light at the end of the tunnel that holds the key to the success of your organisation.
Now, a vital part of running a flourishing business knows when to leave all the complicated and time-consuming activities to software. This is where automation software step in. Whether you own an assignment help company or run a manufacturing business, marketing automation tools are the need of the hour.
Although marketing automation tools tend to be feature-rich, there are some fundamental attributes that the systems should have. Here is a compiled list of the ten features that marketers should pay attention to while selecting a tool.
- Simplifying the analytics
Apart from carrying out marketing processes, efficient marketing automation tools also offer accurate analytics. This way, you can monitor whether your marketing campaigns are striking the chords with your target audience or not.
Pro tip: It is vital to select a particular marketing automation platform that suits your requirements perfectly. This way, you will be able to carry out your marketing processes smoothly.
Source: Pixabay
- Enabling email marketing
Marketing automation does much more than basic email sending. With the help of the automation tool, you can preview the emails across different platforms and devices. You can also develop email templates that suit your brand guidelines, and test the emails across the spam filters.
Pro tip: You can customise your emails using segmentation to reach out to a particular set of audience. You can also send emails to multiple groups (depending on their location, product interest, job titles, and more).
- Implementing lead scoring and nurturing
Lead scoring is a potent marketing method that allows you to determine the leads that are the most valuable to pursue. Marketing automation software helps to score leads depending on their interests, demographics, and willingness to engage.
Lead nurturing, on the other hand, helps in forming strategies to cater to the consumers depending on demographics and customer behaviour. Most marketing automation platforms are equipped with lead nurturing features to help you maintain a strong connection with your leads.
Pro tip: With the effective lead management feature on the marketing automation tools, you can map their movements across the sales funnel. You can also monitor the potential buyers.
- Integrating social media channels
Marketing automation platforms allow you to create attractive social media posts to garner traffic to your pages. In fact, some advanced platforms can provide optimisations for different channels, which enable you to create posts specifically for every social channel.
Pro tip: You can keep a tab on various social media sites from a single console. You can also create targeted advertisements on social media.
- Beautifying the landing pages
If a prospective customer clicks on a link to your site, you need to ensure that the page they are directed to persuades them to explore more. Many marketing automation software will enable you to create attractive landing pages. You can also integrate features like CTA button for leads who want to learn more. The software will help in placing the button and making the button clearly labelled.
Pro tip: You can develop custom landing pages that suit your brand without having to take the assistance of HTML.
- Providing seamless customer support
The automation software you select should come with a customer service helpline. Most platforms come with dedicated phone or chat service for immediate assistance of the software users. The contact information should be easy to find.
Pro tip: Customer support for automation platform can also come in the form of contact forms and user forums.
Source: Pixabay
- Customising the dashboard
The all-in-one dashboard is one of the most promising features of a marketing automation platform. Basically, it serves as the one-stop shop. No two enterprises/workflow processes are alike. Choose a tool that allows you to customise the dashboard as per your priorities and interests.
Pro tip: You can opt for multiple, user-specific dashboards at the same time.
- Simplifying software integration
A good marketing automation software will allow integration with commonly-used products (like CRM) and hardware so that your marketing process remains seamless. Many marketing automation systems offer features that let the users sync with software created for social media marketing, content management, and event management programs. This is to make sure you have a marketing automation platform that fits well into your organisation’s ecosystem.
Pro tip: You can get API access to integrate with existing tools or third-party applications in the future.
- Determining the buyer’s journey (Automation)
Developing a well-defined customer journey is a major aspect when it comes to driving success for a specific goal or deadline. Marketing automation platforms enable you to map out a particular customer marketing funnel, complete with an end game. The visual element of a buyer’s journey builder also comes as a benefit, as you can clearly see various elements of the journey as you plan them.
Pro tip: The main advantage of utilising this feature is that actions taken within these customer journeys can be automated.
- Conducting meticulous A/B testing
Many marketing automation tools can perform A/B testing (or split-run testing) when designing a website or sending out e-mails. You can decipher which type of your content is the most impactful, and you can choose the ones your campaign will utilise in the future. The software will automatically deliver the content to your leads and then highlight the information it accumulates on each version you are testing.
Pro tip: With automation tools, you can test templates, different photos, CTAs, copy arrangements, or other factors at the click of a button.
Wrapping it up,
Even though only a handful of software offers all these features together, but you can opt for a suitable one depending on your requirements. There are tools that integrate CRM with marketing, sales and service automation and provide all these features. Take your pick and stay ahead in the game.
Author Bio: Eliza Clara is a software engineer working for a multinational organisation in Australia. She has completed his B.Tech from the Australian National University. She holds expertise in programming languages. She is an esteemed member of MyAssignmenthelp, working as an assignment maker.
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