Lead generation is what marketing is all about!
- Targeting the right audience
- Building brand loyalty
- Creating a full pipeline of leads
- Personalising your brand message
A lead generation strategy can bring about a 133% increase in revenue as compared to brands without one.
But what’s the best way to get there?
It’s achieved when a brand masters AUTOMATION and in this blog we’ll understand more on Mastering Marketing through Automation.
Let’s dig into how that works.
E-commerce Marketing Automation: The Benefits and Best Strategies
What is e-commerce marketing automation?
E-commerce marketing automation refers to the use of software tools and technologies to automate various marketing tasks and processes within an e-commerce business. These tools are designed to streamline marketing efforts, improve efficiency, and enhance the overall customer experience by delivering personalized and targeted messaging across multiple channels.
Benefits of eCommerce Marketing Automation
With those being the basics, let us convince you of the ecommerce marketing automation benefits that your brand can get:
Increased Efficiency: Automation reduces the need for manual intervention in repetitive marketing tasks such as email campaigns, social media posting, and customer segmentation. This frees up time for marketers to focus on more strategic initiatives.
Personalized Customer Experience: Automation allows e-commerce brands to deliver personalized content and recommendations based on customer behavior, preferences, and purchase history. This enhances the customer experience and fosters stronger relationships with buyers.
Improved Lead Nurturing: Marketing automation enables e-commerce brands to nurture leads throughout the customer journey by delivering relevant content at each stage of the sales funnel. This helps move prospects closer to making a purchase and increases conversion rates.
Optimized Cross-Selling and Upselling: Automation tools can analyze customer data to identify opportunities for cross-selling and upselling related products or services. By automatically suggesting complementary items or upgrades, e-commerce brands can increase average order value and revenue.
Enhanced Retention and Loyalty: Automated email workflows can be set up to engage customers post-purchase, such as sending order confirmations, shipping updates, and follow-up surveys. This helps keep customers informed and satisfied, leading to higher retention rates and increased loyalty.
Better Analytics and Reporting: Marketing automation platforms provide insights into campaign performance, customer engagement metrics, and revenue attribution. This data allows e-commerce brands to measure the effectiveness of their marketing efforts and make data-driven decisions for future strategies.
Types of e-commerce marketing automation
With ecommerce marketing automation being a deal breaker with it’s benefits, it’s time that we move on to the types of marketing automation framework, or you can call it marketing automation strategy.
Let’s understand them below:
Marketing Across Channels
A common starting point for a marketing automation framework is streamlining marketing activities.
- Does a user receive a welcome notification, when they subscribe to your newsletter?
- Do you have a sequence set up to convert top-of-funnel leads into customers?
- Are all relevant trigger and transactional emails in place to address multiple user interactions with your product?
Well…get started on these and various other different user touch points, and implement a marketing automation strategy for integral user experience across channels - based on the consumers’ preferred platform(s).
Campaign Automation
A significant opportunity for automation lies in your advertising, outreach, and social media campaigns.
Remarketing and marketing automation strategy to specific audiences with:
- Personalised messages
- Implementing use-case specific automated chatbots
- Creating tailored engagement flows at scale
All these can help your product grow while minimising required operational efforts.
Lead Scoring & Personalisation
Analysing multiple data points, such as online behaviour, email and social habits, demographic or company data - we can pragmatically filter incoming leads and prioritise engagements with them.
Categorise the leads across channels into the below 5 brackets:
- New leads or potential customers who visited your site, landing page, email or subscribed to a newsletter.
- Working leads or people who already follow you on social media or are having active conversations with a sales executive.
- Nurturing leads who may not make a purchase at the moment but may become customers in the future.
- Disqualified leads who have not expressed any interest.
- Qualified leads or potential customers who have shown intent to buy your product.
Once high priority leads are identified, we can create a personalised user experience for different brackets of a brand’s customer base and present their sales team with detailed data for each potential customer.
Achieved through data across the funnel - from not 1, but 300+ brands
Contact Management & Nurturing
Once the lead scoring framework is in place, a brand can proceed with establishing a comprehensive lead nurturing strategy.
The typical process includes segmenting high priority leads into groups and developing targeted outbound and inbound campaigns with unique call-to-actions delivered through multiple channels as preferred by each group.
And in the digital age, you can segment audiences on WhatsApp, Instagram, and Facebook too.
The ultimate goal for the lead nurturing strategy is to successfully convert promising leads into paying & returning clients.
Marketing & Sales Tools Integration
With the growth of your business, the customer management framework expands to include the website, CRM, email marketing, lead management, behaviour analytics, content marketing, and other platforms.
To bring results, marketing automation strategy needs to collect and store the data on each potential buyer in one integrated solution.
A single dashboard to view & seamlessly collect data from different platforms to make it available in one place to achieve transparent and efficient customer interaction.
Analytics & Reporting
The success of marketing execution lies in testing different customer engagement approaches, analysing the results, and building on the ones, which create the most value.
In order to achieve the highest ROI, brands need to set up the tools and reports to support informed and timely decision-making.
Tools that analyse every stage of marketing journey, to optimise future marketing potential.
Effective marketing automation strategies for e-commerce brands
Welcome Series for New Subscribers: Set up automated email workflows to welcome new subscribers to your email list and introduce them to your brand, products, and promotions.
Abandoned Cart Recovery: Implement automated email campaigns to remind customers about items left in their shopping cart and encourage them to complete their purchase.
Product Recommendations: Use data-driven algorithms to automatically recommend personalized products to customers based on their browsing and purchase history.
Re-Engagement Campaigns: Identify inactive or lapsed customers and create automated campaigns to re-engage them with targeted offers, content, or incentives.
Post-Purchase Follow-Up: Send automated post-purchase emails to thank customers for their order, provide order status updates, and solicit feedback or reviews.
Segmentation and Personalization: Utilize automation tools to segment your audience based on demographic, behavioral, or transactional data, and deliver tailored messaging that resonates with each segment.
By leveraging e-commerce marketing automation effectively, brands can streamline their marketing efforts, drive sales, and build long-term relationships with customers.
That’s the end of our glance into 'Marketing Automation'...
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