How Marketing Automation Can Boost Conversion Rates?
Lead conversion is a daunting task and metric for marketers. Driving traffic to a website is a task in itself, and only 1-2% of that traffic actually ends up converting, and sometimes it’s even less. Conversion requires optimized web pages and content, and constant engagement of website visitors/consumers so they aren’t interrupted by a competing business. Automation can help you do just that.
That’s why marketing automation has significantly grown over the years. Statistics show that over half of the companies benefit from using marketing automation to boost their revenue and it is a proof that Marketing Automation Can Boost Conversion Rates.
Top marketers agree that marketing automation can boost conversion rates is integral for a business to succeed. Automation helps your business find new opportunities, boost productivity, increase sales and improve communication. Moreover, when marketing automation and CRM combine, the results are massive.
Here are five ways marketing automation can boost conversion rates.
Let’s dive in!
Not all leads are warm that can be forwarded to the sales team, you need to convert them into one. This is where lead nurturing comes into play.
By using lead nurturing and segmentation simultaneously to send specific and targeted content to your prospects you can urge the prospects to become sales-ready without being too persuasive.
Many leads enter the sales funnel in the awareness phase and need to be guided through the sales funnel to make the purchase. By leveraging the marketing automation tool effectively, you can measure ROI and decide your next campaign accordingly and that’s how Marketing Automation Can Boost Conversion Rates.
2.Use Lead Scoring
Marketing automation helps in lead scoring, which as per 68% of highly effective and efficient marketers is a top revenue contributor. Lead scoring can help you decide which customer has the potential for conversion into an actual buyer, enabling you to invest more time in the target. By evaluating the contact interest and level of engagement, qualify the lead as ‘sales-ready’ or initiate a one-to-one communication. Use parameters like pages visited, number of visits, email engagement, social media activity, etc., to score leads.
A great call-to-action often provides a button that is lucrative enough for your target market to click on. This button is linked to a corresponding page on your website or eCommerce store. This is an easy way to gain successful conversions because they then have the opportunity to engage directly with the content of your website. This is the best time to direct and display products or services you are ready to provide. Potential customers that have followed a strong call-to-action could then become encouraged to inquire about your available offers.
4.Implement Multi-Channel Campaigns
The more channels that you can engage with prospects on, the greater likelihood you have of reaching more of your target audience. Put marketing automation to work in accomplishing this, including scheduling and sending campaigns for email, social media, SMS text messaging, videos, and more.
You can set days and times to space publication of these campaigns to maximize the number of audience members that can see it. And, thanks to artificial intelligence, optimized days and times are often recommended by the marketing automation platform to increase your reach and response rates.
5.Nurturing and Segmenting Leads
Marketing automation allows you to see which part of the sales funnel the prospects are mostly. It will help you segment the leads accordingly. Lead segmentation is a crucial step to effective sales outreach since it enables you to prepare targeted content for each prospect.
Commonly, there are three stages you can divide your leads into. At first, is the awareness stage, where a customer is targeted with email campaigns regarding your product. Second is the consideration stage, where a prospect is targeted with content that focuses on the sales. And at last, we have the decision stage where the customer is ready to buy.
By leveraging the advantages of marketing automation in your system, you can create an automated workflow for your entire marketing system. This will add efficiency to your business growth plan. Precisely planning an automated customer journey will improve the overall experience, increasing the chance of conversions. Hence, automation is key in lead conversion, because it ensures a near hundred percent outreach rate and improved results.