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Ways Marketing Automation Tools Boost Sales


January 25, 2017

Marketing automation tools boost sales. This is backed by research which shows that 80 percent of businesses that adopt these systems into their marketing strategies have increased leads and conversions.

Why?

Well, depending on the platform, marketing automation allows for improved targeting, shows how to make improvements that impact purchasing decisions, propels lead capture with the use of landing page builders and opt-in forms and prepares leads to move down the sales funnel.

Added to that, in this article, we’ll examine five features that many marketing automation platforms offer, and which were developed with the goal of increasing sales.

1. Surveys provide influential insights

Imagine if you knew where to advertise so that the right people came to your website, or if you understood what motivates people to buy what you sell, so that the words you used in your sales copy made them feel as if they needed your product or service, and needed it now.

Using surveys can give you this information.

One of the greatest problems for online businesses is not understanding the target audience. As this forms the basis of effective marketing, if

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you don’t get this fundamental right, your results will be diluted. The success of every online marketing activity hinges on knowing your prospect intimately.

Using surveys to solicit feedback has the power to illuminate precisely how to implement effective marketing campaigns directed at the right people: those who are most likely to buy your product or service.

Survey data has the potential of being a goldmine which dramatically impacts revenue. Bear in mind, that for feedback to make a substantial difference to marketing projects, you’d need:

  • To ask the right questions, and
  • Generate enough responses for analysis, and
  • Interpret findings into your marketing strategy correctly.

2. Shopping cart abandonment workflows retrieve lost sales

Baymard Institute found that 68.81 percent of shopping carts are abandoned. That means that people have a) been to your e-commerce store, and b) taken the time to look through your goods, and c) added them to the shopping cart, and then ditched. Chances are, your site will never see them again.

But what if you incorporated an automated workflow, so that at least 15 percent of ditched shopping cart sales were retrieved?

If you were to use a marketing automation tool like GetResponse Abandonment Cart, you could create a workflow to get back what would have been a lost sale.

3. Webinars convert more prospects into qualified leads

Wordstream states that the average paid advertising conversion rate is 2.35 percent, and if your ad is particularly good, you may enjoy a boosted rate of up to 5 percent. But webinars - even when the organizer kind of sucks at hosting them - turn about 20-40 percent of the registrants into qualified buyers.

Webinar hosting is not always offered by marketing automation platforms, but when they are, the marketing process flows better.

4. Pre-designed landing pages increase conversions

Landing pages are essential to the success of most marketing campaigns, in order to point traffic to a targeted page that uses a lack of distractions and psychology to get the visitor to take specific action.

Most marketing automation tools offer pre-designed landing page templates as part of a landing page builder. All you have to do is tweak them for your purposes.

But how does this feature boost sales?

Well, because landing pages are a sales tool, and in order to work towards getting the viewer to take action it needs certain elements that work together to convince; call it your sales rep, if you will. When you use a pre-designed template in a marketing automation system, they are usually developed by professionals who understand the design elements needed to get people to take the action you want them to take.

The result is higher conversions.

5. Website visitor tracking guides improvement for more conversions

When you use the Web visitor tracking feature in a marketing automation system, it shows the interests of your website customers by tracking their behavior. This is powerful, because you can make changes and improvements to your website based on the findings.

See who’s visiting your website and why, and understand their interests, and then use that to build a personalized workflow based on their interests. You could set up a process that triggers an email to be sent based on the pages the reader perused.

For example, you have an online fashion store. A visitor clicks on five pages, all of which are product descriptions for bags. Ten Minutes after they click away from the site, they receive an email that tells them they can get 25 percent off any bags on your site. Imagine the power of that! Sending targeted, timed emails will surely push your sales to new heights.

Summary

There you have it. The features in marketing automation tools increase sales, because they were built to do just that.

Five of the features that have a significant impact on sales, and which are offered by some of the most popular marketing automation platforms, include:

  1. Survey builders which you can use to gather insightful information about your customers that influence their buying habits.
  2. Creating workflows centered on shopping cart abandonment, in order to get back lost sales.
  3. Webinar hosting which provides the highest conversions to qualified buyers.
  4. Pre-designed landing pages built by the pros specifically to increase conversions.
  5. Website visitor tracking to understand user behavior and use it to influence purchasing decisions.



Edited by Alicia Young

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