When planning to implement marketing automation (MA) to your business, you need to consider all the advantages and disadvantages of this solution and allocate an adequate budget even if only for specialized software. Are you asking yourself whether this type of investment will pay off? This article is just for you!
Fear doubleth all, i.e. what fears block the implementation of MA
After all, it’s been good so far
But with Marketing Automation it can be even better! It’s hard to change habits and apply something new, but these days it’s natural and using outdated methods is not effective at all. Automation will reduce the amount of manual work, which leads to obvious benefits, such as time savings.
We don’t want SPAM
Someone who is not familiar with how Marketing Automation works may think that a lot of messages will be sent out automatically to random people. In reality, only interested parties who have agreed to receive ads from the company get the emails. Such actions also allow for reasonable spending, which is the opposite of costly SPAM, sent out to everyone at the least opportune moment.
E-mail is not future-proof
We have mentioned this topic on the blog many times before. E-mail marketing is very popular and, contrary to popular opinion, has not been supplanted by new forms of communication. What’s more, the fees for sending emails are much lower than advertising and promoting a company on Facebook, for example. Social media also limits the personalization of content tailored to the audience, which is an advantage of communication channels such as email. Remember, too, that automation allows you to contact users in many ways, such as push notifications and SMS.
All MA platforms are the same
Many people associate marketing automation only with email messaging, so they don’t understand the differences in pricing for different services. This makes for a negative attitude toward MA right from the start. In fact, you gain a lot of tools that, among other things, will allow you to build a database of contacts, schedule automated mailings through different communication channels or create scenarios based on customer segmentation. There is something for every company in iPresso, regardless of size.
What are the benefits of using marketing automation in a company
If you’re still wondering if implementing MA is for you, we have some arguments that are sure to convince you!
Reduce advertising costs with precise targeting
Sending advertising campaigns does not have to be very expensive. Marketing automation makes it possible to segment and personalize messages, so a specific person will receive an SMS or email with products that actually interest them. For example, a customer of an online perfumery will get information about a promotion for a perfume he recently viewed on your website. In this way, you will reduce the number of ads and cut costs, while increasing interest and sales.
More finalized transactions
We know how often customers abandon shopping carts on websites. This is a big problem, but automation makes it possible to reach such people and get them to return. Simply send messages that encourage them to complete their purchases. It will be helpful to use discount coupons, which are sure to attract many people and enable them to complete the transaction.
Contact with users at every stage of the purchasing process
You shouldn’t forget about a potential customer when he or she takes some action on your site. Signing up for a newsletter or clicking on a link to a blog doesn’t immediately mean that the person will buy something from you, but they are interested in your offer, which you can take advantage of. By using pop-ups or sending a text message about a special time-limited discount, you have a chance to turn such someone into a loyal customer. It’s a good idea not to stop communication after a purchase and inform, for example, about a new collection or signing up for a pre-sale of a certain product, and thus maintain interest.
Calculate the ROI and see if the benefits outweigh the costs.
Ideally, you should find out for yourself that Marketing Automation is for you. Once you have implemented the system, you can calculate the return on investment, or ROI, on an ongoing basis. We’ve blogged about this topic recently (you can read that article here), so now we’ll just show you briefly what to do. First, estimate the costs associated with the use of marketing automation and separately add up all the profits. Use this formula and calculate the ROI:
A positive ROI indicates the profitability of a given investment, so the higher it is, the better. Remember to do the calculation regularly, e.g. once a quarter, and monitor this indicator, as a single negative result is not necessarily worrying. The important thing is that in the end the ROI should be positive, which will confirm that it was worth investing in Marketing Automation.
Summary
Implementing marketing automation saves money and creates more effective marketing campaigns. Doubts about the use of MA are not very accurate, but they stop many entrepreneurs from trying this system and improving customer service. The budget to be spent on marketing automation is usually much lower than spending on less effective social media ads, while still being able to reach a larger audience interested in your offer.
Convince yourself that you, too, need Marketing Automation. Start a free 30-day trial period and try our iPresso platform today.
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