As the internet continues to grow along with the large amount of data that is daily presented, today’s marketers have their work cut out for them. Marketing automation has become a necessity in order to keep up with all of this data and see success with online marketing campaigns.
With so much to do in so little time, all marketers must become well-practiced with automation. Yet it is important to understand the key concepts of automation if you want the most advantage when using marketing automation software.
Creating Customers with Conversion Funnels
Conversion funnels begin by making the user aware and then generating actual interest. This funnel continues on in an attempt to get the user to consider converting, with the final step being the actual conversion itself. In any conversion funnel, a conversion happens only 1 to 5% of the time. Users otherwise leave the funnel or float around in the other steps of the funnel before finally deciding to convert.
Some users convert more than once, while others do not convert at all. Marketing automation makes it easier to keep track of the different users, each with different needs, in order to keep them continuously engaged and increase the possibility of a conversion.
Managing User Flow
User flow details a user’s online actions and pages visited before converting. The pages visited provides important insight into a reader's specific needs and how to get them to convert. User flow varies based on the search terms used and other ways users get to specific pages including targeted emails, advertising, social media posts and more that then result in a conversion.
Marketing automation software allows marketers to increase the number of ways possible for users to enter a conversion funnel and manages it all for you.
Workflow is the step-by-step map that marketers create to target different users and increase the possibility of a conversion. By setting up a series of responses to user actions, marketing automation really comes into focus. No matter what the user does, there must be a pre-determined response to keep them engaged until they either convert or leave the conversion funnel.
By using timely promotional emails, retargeting, offers, and other workflow methods, these users can be pulled back in for another opportunity to convert them.
Conversion Metrics and Feedback
Whenever you work with marketing automation software, it is essential to monitor conversion metrics as they provide important feedback on how successful a campaign is in getting conversions. Feedback loops that show a user’s reaction to different parts of the marketing process are essential in determining what parts of the automation workflow need to be adjusted in order to gain more positive results and hopefully more conversions.
Overall, the goal of marketing automation is to build a continuous funnel process that keeps conversions coming in without missing important opportunities to keep engaging users in a variety of ways. Essentially, it has become impossible for marketers to do all of this manually due to the countless variables that affect the ability to find and attract potential customers.
Using marketing automation software, the key concepts of automation are much easier to accomplish by setting up a series of rules and actions, then monitoring the results to make any necessary changes!