Marketing automation is something that many business owners know they need but shy away from due to its complexity. This is understandable, but here in the Middle East, the competition is thick and getting more so by the day. Marketing automation can be the turning point to help your company grow its sales while ensuring your marketing team reaches its goals.
As marketing experts in the Middle East, Perpetual would like to help you understand more about marketing automation with this beginner’s guide so you can see how it can potentially help your business. If you would like to explore the idea further, we are a quick email or phone call away.
What is marketing automation?
Marketing automation utilizes software to communicate directly with customers and potential leads. Through dynamic, quality messaging you can deliver relevant information about your products and services to your contacts. More than just simple mailouts, marketing automation allows you to tailor your messaging, and whom you message, based on elements like spending habits, the buying process, and previous interactions.
By tailoring your content to the customer, you build a stronger relationship that will lead to conversions and sales. Along with all of this, marketing automation is a form of streamlining so you can focus on other areas of your business and service.
Marketing automation incorporates:
- Business development
- Email marketing
- Content development
- Conversion rate optimization
- Lead generation
Why bother with marketing automation in the Middle East?
The main reason why your business should adopt marketing automation is efficiency. The second reason is personalized content, which is a very effective marketing tactic.
We know that personalized emails create six times more revenue than non-personalized emails and if you approach that in a manual sense, you’ll be emailing all day long. Marketing automation takes these repetitive tasks off your hands meaning you get the benefit of personalized contact, without the hours that need to go along with it.
Marketing automation then takes this idea one step further and constructs the messages based on the conversion process. Most software includes a lead scoring feature which will give you data on the highest quality leads through to those earlier in the process so you can tailor your pitch accordingly. All of this will help your business improve conversion rates and revenues by keeping you clientele engaged for longer. Need more proof? 80 percent of marketing automation users say their number of leads increase, and 77 percent claim the amount of conversions increase.
B2B vs. B2C
Here in the Middle East, businesses come in all shapes and sizes in both a B2B or B2C model. Marketing automation offers the same benefits for both, just with a different type of messaging. Whether its B2B or B2C, the desired outcome of greater conversions and revenue is the same.
Of the two models, B2B has a longer conversion cycle for the most part as the products or services require a longer-term commitment. B2B messaging often includes whitepapers or e-books with multiple people often involved in the decision-making process. This makes the process slightly more complicated and involved.
This model moves a lot quicker. B2C uses more straightforward messaging that involves product demos and promotions. There is often usually a strong focus on brand building and repeat business so offers tailored to customers is a successful and widely used tactic.
The keys to marketing automation
Marketing automation works so well because it combines business development and marketing by utilizing some key concepts to get the most out of your communications with customers.
The process of becoming a customer is called a conversion funnel. Marketing automation creates an engaging conversion funnel, increasing the chances that the user will stay to the end, which is the sale. The four stages of the conversion funnel are:
Measuring the reactions of people to your messaging is vitally important, it’s known as a feedback loop, and it helps you tailor your process to ensure it is effective. Metrics let you know how effective your marketing automation is.
A good marketing automation program clearly, and easily, displays your metrics including:
- High open rates
- Clickthrough rates
The flow of everything
The journey of your user online is known as the user flow; it’s more tangible than the conversion funnel as it involves the actual pages a person must traverse, it envelops the culmination of your SEO and marketing efforts..
You no doubt have traffic coming to your site from a range of different sources, and you need to ensure that the flow from the initial source to your desired outcome is as easy and smooth as possible for the user. The tricky part is keeping things simple while also addressing the different needs of each person. This can include taking account the level of information that a person has before arriving at say, a landing page. Did they come from clicking a banner with little details, or did they hit a link in a blog and are a bit more informed?
All of this concerns your workflow, the automation part of all this. To create a quality workflow, you need to go through the process yourself and ensure everything makes sense and leads where it should. Workflows are tailorable and triggered by various actions, and once you lock them down, they run independently of any requirements of you besides minor tweaking and improvements along the way.
Let Perpetual help your marketing strategy
Perpetual is a digital marketing agency in Saudi Arabia, Dubai, Bahrain, and Kuwait. By working with us, you get an expert business online marketing team, added to your company instantly. Our expert marketers can set-up your marketing automation strategy to make the most out of your online channels and help customers find you when they need you the most.
We do all the hard work while leaving you to focus on what you do best, so speak to us today about how we can help grow your customer base and increase revenue with smarter marketing.