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Are you on Facebook? Odds are the answer is yes. If not, we'd be willing to bet that you use at least one other form of social media, likely on a daily basis. Edison Research surveyed more than two thousand U.S. citizens ages 12 and older about their social media use and found that 67 percent of respondents use social media. More than half of those people are on Facebook and an estimated 75 million Americans check their social network several times a day. Those are a lot of potential customers and with the help of marketing automation, you have the power to effectively engage them.
Whether you are selling a brand new car or a pair of shoes, you should never overlook the power of social media. Okay, so maybe one tweet isn't going to convince someone to purchase a new car. It can, however, act as an effective tool to aid in moving leads and customers through the sales funnel.
When coupled with marketing automation, social media provides marketers an outlet to communicate with their audience on a personal level. Marketing automation enhances this ability by allowing the marketer to maintain that feeling of one-on-one communication on a mass scale. In other words, marketing automation expands the marketer's reach and quality of content simultaneously.
Personalize Your Engagement
Using data from the marketing automation tool, marketers can easily tailor their messages to individual prospects. This level of intimacy shows prospects that their opinions, wants and needs are heard and valued. Meaningful interactions such as this will prime prospects to continue through the sales funnel.
Maintain The Relationship
Using marketing automation with social media isn't just for gaining leads, it is also a key ingredient to keeping customers engaged. Continuing dialogue with customers builds trust, shows them that they are valued and will often lead to repeat sales.
Track and Learn
One of the best features marketing automation provides is the ability to track interactions and gather statistics about how a target audience interacts with the brand. This is one of the best ways to refine what works and eliminate what doesn't.
The days of mass marketing are numbered. Over half of the U.S. population is using social media, in a culture that demands personalization. It is crucial for marketers to harness the power of social media and use it to it's full potential via marketing automation. True, one tweet won't necessarily lead to sale. However, it does provide a platform to build relationships and create a culture of trust that will generate leads and keep customers coming back for years to come.
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