Over the years, Marketing Automation has proven to be one of the most reliable strategies that businesses use to improve the effectiveness and efficiency of their marketing efforts. According to a study by Salesforce’s stat of marketing, over 81% of business leaders that were surveyed admitted that using marketing automation has helped them overcome most of the marketing challenges they were initially facing. 

Startups, small businesses, and large enterprises are all using marketing automation as a tool to scale up their businesses. Some of the popular marketing automation platforms these businesses use include HubSpot Marketing Hub, Salesforce marketing cloud, and many more. However, like any other technology, marketing automation will only give you the results you need if it is well implemented. 

If your marketing results have stayed stagnant despite using marketing automation tools, you need to change something. In today’s article, we will discuss some of your strategies to scale your marketing automation. We will explain each strategy in the simplest way possible to make it easy for every business owner and marketer to understand. 

• Lead scoring automation 

Attaching a score to your prospects based on how they engage with social media content or website is one of the most effective ways to take advantage of marketing automation. For example, if you have specific followers on Instagram or Twitter that engage (like, share, or comment) with almost every piece of content you publish, such people should be given a high score. 

You can make good use of these loyal fans by turning them into micro-influencers. So, how do you find these fans? You can use a web-scrapping tool to identify these fans on your various platforms. The goal is to get their emails and any other contacts details. You can then send them personalized messages via email, appreciating them for the effort they put in to engage with your brand. 

You can also express your gratitude to them by offering them an incentive, which could be in the form of a discount or a free product that they can review. With such incentives, these loyal fans will further amplify your brand amongst their peers, which in the end leads to more quality leads. 

• Increase your ratio of qualified leads 

Getting more leads is totally different from getting qualified leads. A qualified lead has more chances of becoming a paying customer than any other ordinary lead. If you have marketing automation tools, use them to your advantage to get more qualified leads. You can get more qualified leads by running personalized email marketing campaigns. 

With marketing automation tools, it is possible to send emails that are personalized for each of the contacts on our email list. Your prospects will be more likely to respond when an email addresses them by their name. The emails should also have simple and soft languages with an easy call to action. 

You can also increase your qualified leads through automated lead nurturing. When you send your prospects an email or any other piece of marketing content, your marketing automation tool captures their reactions. These reactions are grouped into quantifiable metrics such as CTA clicks, bounce rates, etc. These insights should guide you on your next course of action. For instance, if the bounce back rates are high, you can find means of reducing them by improving the first impression your email creates when a prospect opens it. 

• Scale your communication processes

The way you communicate with your target customers has a significant impact on the conversion ratio. Using marketing automation tools can help you personalize your engagements with prospects hence boosting your chances of turning them into paying customers.

You should also take advantage of marketing automation tools by allocating them all the repetitive tasks so that you give your marketing team more time to handle the tasks that require the human touch. For example, you may choose to send automated replies to all customers that ask similar questions. This will allow your team time to attend to the more complex problems that require critical thinking and human judgment. 

• Targeted content 

Creating content tailored for a specific group of your audience is one of the most effective digital marketing hacks of all time. When a user reads an article tailored to the problem they previously asked about, it makes them feel like your brand is talking to them directly.

Creating targeted content requires segmenting your contact into different categories. These categories are usually created based on the different characteristics that customers share. When customers share with you details such as their email, location, and phone number, you can use these details to place them into different groups. 

So, while creating content, it is best to send each of these groups of users content tailored to their potential needs based on the information you have about them. 

• Use push notifications 

One of the ways you can take full advantage of marketing automation tools is by using push notifications to alert your customers every time you publish a new piece of content or add a new product to your catalog. However, you need to get consent from your customers before you start sending them notifications. 

Push notifications will ensure your customers get to know about your content or products and take action in real-time. You can further leverage your marketing automation tools by getting feedback regarding how your prospects react when they receive notifications. 

Bottom line

Marketing automation has a lot of potential for business owners and marketers that know how to fully utilize it. By using marketing automation tools, you can personalize the experience that each of your prospects gets whenever they interact with your brand. This will eventually increase their chances of becoming paying customers.