In the phrase “marketing automation” there is something that makes guard. For many of us, automation does not cause positive emotions and is associated with an insensitive, mechanical approach to business.
But in reality this is not always the case. Marketing automation is not necessarily a heartless robotic system. Moreover, it can help you establish personal human contact with clients.
Create customer profiles
You may not know all your customers personally. And if you know, this is a sign that you need to urgently expand your customer base. Despite this, we can meet individuals, such as content manager Clarissa or architect Alex. These are all so-called customer profiles. You should learn to use them in your work, because behind this strategy is the future.
Having available the data supplied by marketing automation processes, we can divide customers into segments . Next, we collect additional data, refine profiles and analyze who our customers are and what interests them.
Real marketing is marketing from the client, around the client, to the client. We need to know how to offer the products and services that the customer needs, when and where exactly to do it. The key to this is marketing automation.
Automation does not mean that you will only have to press a button and step aside. It allows you to simplify and reduce the cost of processes, while bringing benefits.And yet, you need to keep a balance: either we behave like a living person, or we lose customers because of overly automated communication.
For this it is necessary to carefully work out every step. Automation systems work smoothly if they fit into the plan that we originally developed. If we poorly or incompletely think through the plan, the automation process will be started with errors, which may take additional time and effort to eliminate.
How do you cultivate (warm up) leads in a sales funnel? How do you support customers all the way to your purchase ? What are you doing to meet the needs of customers in each channel? Try to answer these questions and sketch out the answers schematically.
Next, turn on automated processes in carefully thought-out and personalized strategies. Implement automation gradually and gradually, adjusting it to the specifics and individual characteristics of your business. Do not forget that automation should not dictate the terms of your company, its task is to make life easier for you and your customers.
The focus is on the client and the quality of its service.
Given that marketing automation is a great insurer, doing many tasks on its own, customer service teams can concentrate on other more important things, such as providing a high level of support and service. In this sense, automation becomes an “invisible force” that works behind the scenes, without our participation, while specialists interact with customers.
In fact, this is exactly how quality marketing automation should look. Clients do not want to communicate with the bot when they contact the support department, do not want to receive content from the automated distribution system, on the contrary, they want to be spoken to by living people.
However, as business expands, it becomes more difficult to achieve. Growing companies need additional automation to pay attention to each client, which will allow them to keep up with experienced market players, despite the lack of time, money and resources to compete in traditional areas.
Automation does not replace personal customer service or other traditional mechanisms of interaction, it only creates the foundation for the functioning of these processes. Perhaps customers are not ready to deal with automation, but despite this, they feel its advantages every day.
Do not forget about timeliness
Numbers, facts, data – all this indisputably plays an important role for our business.We use them every day, for example, to substantiate our point of view, provide evidence and bring counter-arguments.
We also deliver them directly to our customers in support of our statements about services and products. However, it is here that we must proceed with caution.
How would you react if a man came up to you on the street and started waving a pile of papers at his face? I think you would hardly be happy. And if you imagine a different situation: you are in the store and contact an employee who gives you comprehensive information with the necessary numbers and data. Here your reaction would be completely different.
As you can see, the whole thing is in the timeliness of contact . It is this property that distinguishes a living person from a robot who does not understand when and for what reason it is appropriate to make contact. That is what we should be able to recreate in marketing automation. After we have thought about the client’s way, we can concentrate on what he needs, when and how to provide it to him.
Do not throw customers with facts and figures. Chat with them to find out their problems. Only then can you offer a solution.
Take advantage of feedback
We already know that a well-thought-out marketing automation strategy means unobtrusive communication and a deep understanding of the needs and interests of customers.
So is it not better to achieve these two goals by combining them? Every day, our customers supply us with large amounts of data, often so large that we are unable to process them. On the other hand, marketing automation platforms offer an infrastructure through which this data can be recorded, stored and skillfully used.
These two processes are closely related to each other. Why not use their full potential?
You can create feedback mechanisms that allow customers to enter data directly into the system — data that can be used to create a customer profile or to improve service or quality of service.
This is the meaning of the existence of this automation – non-robotic (well, in any case, not fully robotized) system, which is extremely useful. It is useful not only for our company and our specialists, but also for our clients, providing them with everything they need and making it barely noticeable.
What do you think about this?
What have you done to save the “human face” of marketing automation? Tell us about your experiences in the comments below.