How to Use Digital Marketing Automation to Increase Your ROI

Digital marketing automation combines personalization and automation, and is a huge time-saver that produces great results when done right. Here are some of the most effective ways to use digital marketing automation to create powerful campaigns.

Create Funnel-Optimized Content

Marketers know they need to create personalized experiences that speak directly to their target market. The way to do this is through creating funnel-optimized content. This approach delivers targeted content that addresses relevant concerns as the prospect moves down the sales funnel. Talk to sales and customer support to see what concerns prospects have and when they are most likely to want those concerns addressed.

Make Content Personal

We’ve gone way beyond just customizing an e-mail with the recipient’s name. Prospects have come to expect personalized content that is based on their behaviors and product preferences with a brand. Personalization such as an abandoned cart reminder, targeted coupons and discounts, information on related or similar products all work to drive sales. This is where machine learning and AI are a big help – more on that below. Marketers need to use data to provide the right content to prospects at the right time to drive conversions.

Study The Data

Digital marketing enables marketers to collect a wealth of data on prospects as well as loyal customers. However, if the data collected remains dormant and is never analyzed, it cannot provide insight into the effectiveness of a campaign or help drive sales. Marketers who study their data make better informed decisions.

There has been a steady increase in the use of lead scoring. While there are numerous lead qualification strategies available, building a lead scoring process helps determine which prospects are ready to convert and which ones need more warming up through targeted content. Every prospect who connects with a brand is not the same. Lead scoring assesses a prospect using a series of quantitative measures:

Implicit Data – Based on the information you already have

Explicit Data  Based on factual information from completed forms, CRM, etc.

Behavioral Data – Based on a prospect’s actions (clicks, downloads, form submission, etc.)

Demographic Data   Based on specific demographics of a prospect (age, location, education, etc.)

Lead scoring helps marketers prioritize prospects, working more effectively and efficiently to increase conversion rates.

Unify Omnichannel Marketing

These days every brand is marketing on many different platforms to expand reach: websites, social media sites, mobile devices, etc. It is imperative that the messaging and branding is consistent to create a unified experience across multiple marketing channels. Making use of technology such as a CRM is one way to track sales pipelines and automate prospect interactions.

Automate Social Media Posts

Automated social media marketing is a gamechanger. Marketers can create posts in advance and schedule them to publish on a specific date and time. This helps ensure nothing falls through the cracks and regular content posting is happening. The platform used can also provide important metrics on the how each post performs.

Implement Chatbot Interactions

The use of chatbots is predicted to be one of the top digital marketing trends for 2023. That’s because chatbots enhance customer service and engagement so effectively. Chatbots help marketers build relationships with prospects and enable 24/7 interactions with prospects without lifting a finger.

Invest In Machine Learning

Machine learning and AI enable better data collection from what prospects are doing online. This helps marketers develop better campaigns and automatically sort the data collected.

Marketers can use this information to develop targeted, personalized content that speaks directly to prospects.

Use Conversational Marketing

Marketing automation is all about making a more meaningful connection with prospects. It makes sense then that marketing materials should use a friendly, conversational approach while remaining professional. Keep automated messages light and friendly and not robotic. Prospects want to feel like they are interacting with a human even when they aren’t.

Automate Mobile Marketing

Mobile is where most marketers reach prospects. 70 percent of Internet time is spent on a mobile device and more than 50 percent of Internet traffic comes from mobile. Mobile marketing automation is a necessity, helping marketers learn a prospect’s location, browsing habits, device type, etc., so customized mobile content SMS updates and surveys, push notification, etc., can be created to engage prospects on their mobile devices, keeping your brand top of mind.