Over the past two or three years, full-power marketing automation has finally become available to businesses of all sizes. It’s now relatively easy and affordable to set up systems of triggered messages that help your leads to progress along the sales funnel. And with an effective social media marketing program in place, you can attract new, highly targeted audience members who are likely to find your product to be a great fit for their needs.
By finding and engaging with these people on social media, always in a manner that’s more helpful than sales-y, you can expand your audience and capture a consistent flow of qualified leads for automated follow-up.
How Marketing Automation Works
The guiding principle behind marketing automation is that by collecting the right data about your marketing prospects, it’s possible to segment your audience and email people with event-triggered, personalized messages that help build trusting relationships with your brand. Taking human factors out of the equation, marketing automation is more efficient and scalable than manual lead nurturing activity. In addition, by tailoring your messages to be specific to your audience members’ interests and their purchase cycle advancement, awell-executed marketing automation approach is far more effective than “spray and pray” email marketing.
