Marketing automation is a great tool to help you move potential customers through the engagement and buying process with little to no involvement from you. While you certainly need a tight strategy and some specific workflows to choose from, marketing automation makes it possible for your contact to go from initial interest to being ready to meet with a sales rep.
Marketing automation can be thought of as workflows, which are the patterns of communication that happen based on an initial activity by your potential customer.
Here are some types of workflows that can help you automatically respond to interested parties and turn them into customers:
Topic based: In this type of workflow, you would send an automatic email follow-up when your contact views a particular area of your website. For instance, if your contact provides an email address in order to view an infographic that talks about fuel efficiency, then you might follow up with an automatic email that contains content related to your most fuel-efficient cars.
New Customer: When you have a new customer, they should receive a thank you email that includes some valuable content, too. Offer them a set of tips for car maintenance specific to their purchase, or introduce your service team so that they return for routine oil changes and repairs.
Lead nurturing: If you have a contact that hovers at the initial stages of the engagement process, browsing your site and reading your content, you can design a workflow that helps propel them to the next step. Offer a promotion on the cars they’ve been browsing or invite them to an event where they get an incentive for test driving.
Notifying sales team: When a contact reaches a certain level of engagement between emails and your website, you can send an automated email to your sales team to make contact with the potential customer. As you continue with marketing automation, you can continue to collect data about what behaviors by your contacts indicate that they are ready to consider making a purchase.
Service reminders: This is an effort that promotes customer loyalty while continuing to boost your revenue. Invite your customer to return for oil changes and new brakes over the course of ownership, and they’ll likely return for bigger repairs, too.
Marketing automation is the ideal way to continue to reach out to your potential customers in a low-pressure way and with minimal investment. Your sales team will appreciate being handed conversion-ready leads and you’ll like the impact on your sales goals.