If you want to get more out of your e-commerce, to significantly increase the conversion rate and achieve maximum profitability from your online store, then Marketing automation is the solution for you! L’SEO optimization of an e-commerce definitely falls among the first activities to focus on and invest in to turn potential customers into conversions. Often, however, this activity may not be enough to ensure the highest possible profit from your online shop: SEO strategies make visible the products for sale on your e-commerce by attracting profiled traffic, generated by users strongly inclined to purchase, thus going to increase sales. However, they do not allow you to build customer loyalty, to show related products compared to those the user is viewing, or even, to implement customized promotions to incentivize users who are buying or have already bought in the past. And that is precisely where marketing automation activities come in.
Marketing Automation: what is it and what is it for?
To give a general idea of what the main activities of marketing automation are, it is enough to understand its nature: it is a process, supported by a software platform, that allows you to better optimize a company’s revenue cycle by improving the lead management process. These are in fact tactics, more or less elaborate, that allow your company to nurture potential customers through highly personalized and valuable content, to make sure that visitors are converted first into leads and then into new customers. These automated marketing actions are thus aimed at keeping users engaged at all times on the one hand and at making it easier to sell your e-commerce products on the other. In a nutshell, marketing automation works as a supplement to your sales strategy: through customized feed flows, also known as Workflows, you can acquire new potential customers to be converted, in the best of cases, into loyal customers.
Marketing Automation: how does it work?
Marketing Automation can be implemented by both small and large companies and finds its greatest expression within an e-commerce site. By displaying content of interest to the individual user (emails, banners and pop-ups in real time), automation allows you to guide and advance users along the sales funnel, thus helping toincrease the profitability of your online business. But how exactly does it work? First of all, you need to take advantage of marketing automation software to integrate on your ecommerce site (HubSpot, Marketo and Pardot are among the most highly rated), which precisely allows you to automate highly targeted actions based on specific actions taken by users. Specifically, the automation goes on to identify users browsing your e-commerce site and monitors their behavior through the use of cookies, allowing you to tailor your communication with those users based on the information collected. At this point, user interaction occurs in two ways:
- On-site workflows: activate and interact when the user is browsing the site (content is dynamically changed based on user type)
- off-site workflows: follow the user off-site, intercepting them with a multi-channel approach (via email, text message, through social media etc.)
In conclusion, a properly implemented Marketing Automation system allows you to bring supply and demand closer together by significantly increasing your conversion rate. Marketing automation activities are in fact a valuable opportunity to increase your earnings and keep your customers’ satisfaction high at the same time. All you have to do is carefully choose the platform that best suits your needs!
