Nowspeed

  • Services
    • Digital Advertising
    • Social Media Marketing
    • Search Engine Optimization
    • Marketing Automation
    • Website and Content
    • Analytics
  • Our Work
    • Client Testimonials
    • Case Studies
    • Portfolio
  • Your Industry
    • Financial Services
    • Technology
    • Wealth Management
    • Credit Union
    • Insurance
    • Manufacturing
    • Jewelry
    • Furniture
    • Ecommerce
  • Resources
    • Digital Advertising Resources
    • Social Media Marketing Resources
    • Search Marketing Resources
    • Other Marketing Resources
  • Blog
  • About
    • Why NowSpeed?
    • Management Team
    • Careers
  • Pricing
  • Contact Us
  • Pricing
  • About
  • Contact
  • Financial Services
  • Resources
    • Resource 1
    • Resource 2
    • Resource 3
  • Pricing
  • About

Why Marketing Automation is Essential to Your Digital Marketing Strategy During the Recovery

June 17, 2020 By nowspeed

Marketing automation is just that, the act of utilizing software to automate various marketing activities. Many marketing teams and agencies choose to automate tasks that are repetitive like email marketing, advertising, and social media scheduling. This is not just to make a marketing manager’s life easier, but to also provide a more personalized experience for their customers. Common marketing automation tools include HubSpot, Marketo and Constant Contact.

As you start to look at your budget for the remainder of 2020 and even 2021, you may be determining what areas of marketing are most important to focus on and where can you cut back as you begin to recover from the impact the COVID-19 pandemic had on your organization. Although you may need to scale back on some areas, marketing automation should not be one of them. In-fact, even as marketing spend continues to fall through 2021 due to COVID-19, Forrester expects marketing automation investments will see a slight lift. This is due to the power it has to help convert what minimal leads you may have coming in at the time, even if you may have a smaller marketing staff and budget for the near future.

Lead Nurturing & Conversion Rate Optimization

If you are cutting budgets in other areas, one of the first places you may cut budget would be in advertising. With a reduction in advertising, especially ad spend focused on lead generation, comes a significant reduction in your lead volume. With what minimal leads you may have in the pipeline, it’s essential to convert them into MQLs, SQLS, and of course paying customers. To do this, you must have a solid marketing automation plan in place. This may include lead nurture campaigns where they get a series of emails with relevant content they may be interested in. These emails may also include a CTA to schedule a demo, get a free trial or contact your sales team for a meeting. All of these are typical actions that quality leads take that get them one step forward towards becoming a customer. The best part about these lead nurture campaigns is that they are automated. You set them up one time with various triggers, rules, etc. and leads will run through them. You can also set-up lead scoring to attribute points to various marketing actions like clicking an email, visiting a webpage, or interacting with a social post. Setting up an alert once a lead hits a certain score will allow you to quickly get in touch with that lead to discuss their interest in your company. You will want to review your data to see if any content or rules need to be changed to optimize your campaigns for conversions.

Customer Retention

Turning MQLs into customers is a key piece of your marketing goals as you adjust to this “new normal”. But another critical area to focus on is customer retention. If you don’t have new leads and new customers coming in, it’s essential that you are able to retain the current customers you have. This includes keeping them happy by delivering high-quality services, but also staying in touch with them. You can send newsletter or one-time email sends to stay in front of them, but setting up automated lead nurture campaigns specifically for your customers to let them know you are supporting them during this time and what your services can do to help them as they recover is a great way to show them you care. You can also use this opportunity to potentially upsell them on other services that they may need from you during this time. You may not be increasing the size of your business at the moment, but it’s critical that you do not lose current customers.

When you are looking at where to focus your marketing efforts for the rest of this year, marketing automation is an area you should seriously consider. Not only is it effective in nurturing leads and retaining customers, but it is a time saver for already strapped marketing departments.

If your organization is struggling to put in place a solid marketing automation strategy or you don’t know where to start, talk to Nowspeed. Our team has deep experience in this area from how to create a marketing automation strategy, what tools to choose and how to implement it. Learn more about our Marketing Automation and Lead Nurture Services.

Filed Under: Uncategorized

FREE CONSULTATION

MARKETING PERFORMANCE

Advanced Digital Advertising Strategies for 2021

Learn More

Tags

AdWords Blog Blogging Blogs Branding Content content marketing Demand Generation digital advertising digital marketing Email Marketing emarketing Facebook Google Google AdWords google analytics Google PPC Google Remarketing instagram Landing Pages Lead Generation Lead Nurture link building LinkedIn marketing marketing automation marketing strategy Mobile marketing online marketing Paid Search pay per click PPC Search Engine Marketing Search Engine Optimization Search Marketing SEM SEO social media advertising Social Media Marketing Social Media White Papers Twitter Web Analytics Web Design Webinar Website Optimization
  • Solutions
    • Generate Website Traffic
    • Lead Generation Solutions
    • Marketing Automation Solutions
    • Outsourced Digital Marketing Services
  • Services
    • Search Engine Marketing
    • Social Media Marketing
    • Email Marketing
    • Marketing Strategy
    • Content Marketing
    • Mobile Marketing
    • Marketing Automation & Lead Nurture
    • Video Production
  • Our Work
    • Portfolio
    • Client Testimonials
    • Digital Marketing Case Studies
  • Your Industry
    • Education
    • High-Tech
    • E-Commerce
    • Manufacturing
  • Resources
    • SEO Strategy White Paper Launch
    • Mobile Marketing White Paper Launch
    • Social Media White Papers and Webinars
    • Other Digital White Paper Launch
  • About
    • Why Nowspeed?
    • Management Team
    • Careers
    • Partners
  • Sitemap
  • Privacy Policy
  • Blog
  • Contact Us (508) 616-0111
Boston Office:
399 Boylston Street, 6th Floor
Boston, MA 02116

Mailing Address:
PO Box 1514
Westborough, MA 01581
Visit Our Facebook PageVisit Our Facebook PageVisit Our Facebook PageVisit Our Facebook Page

Copyright © 2021 · Log in

Copyright © 2021 · Log in

This website uses cookies to ensure you get the best experience on our website. Accept More Info
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled

Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

Non-necessary

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.