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Many of us are familiar with spending hours on end jumping between multiple marketing platforms, feeling as though we can barely keep up. Without an army of staff, it seems nearly impossible to give our prospects, leads and customers the attention they require.
So, to make up for lost time, we find ourselves focusing on customer acquisition, while customer retention falls to the bottom of the list. Unfortunately, when you neglect your customers, you risk shutting out one of your most lucrative resources.
Time to Stand Out
Don’t worry, it’s not just you. This is a common problem for many marketers who use a mishmash of programs and platforms for individual tasks. According to SiriusDecisions, “only 8% of organizations in a recent survey use marketing automation to nurture their existing customers.” Fortunately, this is an opportunity to separate yourself from the crowd and give your customers the love they deserve.
Introducing Marketing Automation
Marketing automation is an all-inclusive tool that allows marketers to effectively connect with their audience on multiple channels and automate repetitive tasks, such as email and social media. It’s a great way to stream-line the marketing process, while increasing efficiency and the ability to foster potential customers through the sales funnel.
Using Marketing Automation Throughout Customer Lifecycle
Generally, customer retention has a much higher return on investment (ROI) than acquiring a new customer, so it's important to keep your customers satisfied and engaged. One of the most important times to communicate with a customer is after the sale. Marketing automation makes this step easy and quick with a handy process called a workflow. A workflow is a tool that triggers tasks based on a series of set prerequisites.
For instance, you can create a workflow that will automatically send a pre-written email a specific number of days after the customer’s purchase date. Sound too generic? It doesn’t have to be. With good data on hand, you can easily include personalization fields to make it more meaningful. Same goes with checking in with your customer later down the road.
Marketing automation also allows you to easily monitor your customer’s life-cycle and habits. Being able to identify purchase dates, visit history, email data and much more, will give you good insight as to whether or not your customer might be interested in purchasing again. With this information, it’s easy to give those who seem interested a little extra nudge, while trying a different approach to win-back those you are in danger of losing.
Rekindle Your Customer Love
Marketing automation takes a lot of the guess-work out of the process. It also allows you to make smarter and more informed choices when communicating with your customers, which leads to a higher customer retention rate. So, worry no more. You can give your customers the attention they deserve and keep them coming back for more, without taking time away from gaining new leads.
To learn more about marketing automation, check out our blog posts: What is Marketing Automation? and Top Marketing Automation Trends of 2015 and Beyond.