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Heraclitus said: “There is nothing permanent but change.”
Well, we've all seen the validity of this claim firsthand. COVID-19 came and changed everything.
But with new things there come uncertainties. We all broke up remotely during COVID-19, but with Corona slowly easing the business world, you've probably weighed the pros and cons of continuing to work remotely or adopting a hybrid model.
However, despite all these changes, some things remain constant. First of all, your company has yet to generate new business to survive. This means you have a solid process for turning leads into paying customers … unless you don't have any sales goals to meet (very unlikely).
Related: How To Grow Your Business After The Pandemic
With all of these disruptions caused by COVID-19, how do you ensure that your customers' experience and business goals are not depleted?
I will tell you. The answer is marketing automation.
Marketing automation is no longer a new concept. 75% of all companies already use at least one marketing automation tool. But now that you also have to deal with a changing business landscape, marketing automation can help ensure that your strategies and customer experience are not disrupted.
Let's see how.
How Marketing Automation Keeps Things Consistent
While you're busy working on things that you can't automate or delegate, marketing automation can help keep other important activities out of the way.
COVID-19 may be easing, but offline lead generation means such as trade shows and conferences are either paused or idle. That means you need to rethink the way you attract your customers.
And the way forward is to focus more on online channels. But how do you automate lead generation online?
There are marketing automation tools that you can use to get critical information from your website visitors as you create landing pages and web forms. Not only are these options measurable (so you can gauge their impact on the bottom line), they're easy to set up and can help you ensure that your website visitors don't leave without turning into leads.
To give your landing pages an extra boost, put together some paid ads and incorporate them into your social media strategy to get them to a wider audience. Also, make sure your pop-up forms are optimized and appearing before users leave your website or step on high-traffic pages.
Related: 4 Things You Can Do Now to Generate Leads and Sales Online
Did you know that 67% of sales are lost because salespeople don't take the time to qualify their leads?
In the environment we are in now, you need to be aware of every dollar you spend. You can't afford to keep spending on leads that aren't making you money. You need to look at your customers' journey and be able to predict which customers are most likely to convert.
With a marketing automation tool that qualifies leads for you, you can successfully evaluate your leads on a large scale and move leads through your pipeline faster. This reduces manual scoring time and allows you to focus on leads that are more likely to convert.
Maintenance of leads
What do you do after your leads are captured?
Even if you have a small and exclusive number of leads, you don't have the time to create custom nurture campaigns for them. Not when 83% of customers claim they pay as much attention to branding as they do to the product itself.
So how do you create a process that balances efficiency and personalization? This is where marketing automation comes into play. It's about triggers and corresponding actions.
You can set triggers for actions your lead takes, such as: Every time these triggers are activated, a personalized email (action) is sent based on the lead's recent activity.
Related: How Do You Nurture Your Leads to Drive Conversion?
And the beauty of automating your lead nurturing process is that you only have to set it up once. As long as the triggers are activated, your Nurture emails will be sent.
This can take as long as you want. The length of the automation flow depends on the number of actions you want your leads to take.
Provision of customer service
KPMG conducted a study of customer behavior after COVID and found that 90% of customers see problem solving as their top customer service concern. They want to have access to the information they need when they need it.
If you want to delight customers on a large scale, the manual route is definitely not an option. You need to expand your customer service through automation. Chatbots are the most obvious use case.
You don't have to be available at all times of the day. With an automated chatbot, you can provide your customers with valuable answers on social media or on your website – no matter what time the customer contacts you.
Email drip campaigns can also be used to improve your customer service. A well-planned drip campaign is perfect for seamlessly onboarding new customers and helping you build strong relationships with them.
Related: 7 Basics of Great Customer Service
Support your own employees
I was just talking about customer onboarding, but what is your employee onboarding process like?
A great employee onboarding process can improve your retention rate by 82%. This is especially important as eight in ten employees say they'll find a new job after a bad day.
So which onboarding tasks can be automated?
Obtain employee feedback through surveys
Add employees to your mailing lists
Sending of training documents
Synchronization of your employee data with your CRM
In April 2020, with the world still under COVID-19, Microsoft CEO Satya Nadella said that in two months we have seen two years of digital transformation. And that transformation boils down to automation as we enter an era of remote everything.
By automating the things mentioned in this article, you can increase your marketing efficiency and achieve your sales and marketing goals faster, no matter where your team is.