Many companies are, due to the impacts associated with the ongoing coronavirus pandemic, considering how best to run their businesses. Companies large and small have had to alter their operations, with millions of people having to adapt to working from home, and any number of organisations considering whether or not they currently have the best processes in place to succeed now and also in the future.
Marketing automation is one such solution that any number of companies are currently considering, but is it right for you? Let’s take a look at some of the key associated benefits.
It can cut your staffing costs
No business wants to get rid of employees, but marketing automation can carry out tasks in a manner that is far more efficient and effective than those that can be done by a person. Through lead nurturing, and also by setting up campaigns in advance that can be activated on the back of particular criteria being introduced, campaigns can work behind the scenes and without the need for human interaction.
If these campaigns are set up effectively, it could be that thousands of personalised emails can be sent out each day (and night), all to very specific audiences that will value the content, information and offers they are receiving.
Greater levels of creativity
You will still need a marketing team even once automation processes are introduced, and utilising automation will free these individuals up to be far more creative with the campaigns that are being pushed out.
Because they will not spend their time doing repetitive tasks – these are now within the remit of the automation software – they will be able to focus on what makes the business unique, why the products and solutions are superior to those offered by rival operations and can craft campaigns that are original and imaginative.
You can test your campaigns to see what works best
One of the most beneficial aspects of marketing automation is that you can trial campaigns to see what is most efficient. This is known as A/B testing. By pushing out a number of different campaigns, each with the same central message, it will be possible to see what resonates and what makes people click or make a purchasing decision.
Over time, you will be able to not only see what works well, but you will be able to refine and improve all campaigns so that they are all effective and can all reap rewards.