How to Increase ROI with These 6 Marketing Automation Implementations
Marketing automation can help you increase your ROI by saving time, eliminating repetitive tasks, and streamlining your marketing efforts. Learn how to implement marketing automation in this article.
Achieving high ROI with marketing is among any business’s main goals because it means profits. However, turning ad spend investments into revenue returns is easier said than done.
Marketing automation tools can help save time, eliminate repetitive tasks, streamline marketing, and as a result, elevate ROI. That’s why the award-winning experts at Ideas Collide built this complete guide to marketing automation implementations.
Keep reading to learn marketing automation approaches that can increase your ROI, including lead scoring, email marketing, dynamic landing pages, social media scheduling, analytics, and more.
- What is Marketing Automation Implementation?
- #1: Lead Scoring and Prioritization
- #2: Email Marketing Campaigns
- #3: Dynamic Landing Pages
- #4: Social Media Scheduling and Monitoring
- #5: Customer Segmentation
- #6: Analytics and Reporting
- Bottom Line: How Marketing Automation Implementation Drives ROI Growth
What is Marketing Automation Implementation?
Marketing automation is using technology to automate marketing tasks, particularly repetitive tasks. This streamlines your e-commerce marketing efforts and supports your digital marketing strategy while saving time, reducing costs, and increasing returns on investment.
To achieve ROI from marketing automation, you’ll need to implement effective automation tools and integrate them with your existing marketing activities. Automation helps you and your team boost efficiency while also increasing conversion rates with a more personalized customer journey.
There are lots of marketing automation workflows and implementations your team can use to streamline marketing processes, track metrics, improve targeting, and scale your campaigns, including the six marketing automation tool methods below.
Marketing Automation Implementation #1: Lead Scoring and Prioritization
Lead scoring is a marketing strategy that assigns points or other values to the leads you generate for your business. While B2B marketing often uses lead scoring, it can also be effective for B2C campaigns. You can score leads based on the information you have, including engagement, interest level, demographic, and more. Then you can prioritize the best leads for higher conversion rates and ROI.
By automating these processes, you can prioritize the prospects most likely to buy without spending so much time doing it yourself. There are several lead-scoring automation platforms you can use, including Marketo and HubSpot.
First, you’ll need to determine your preferred scoring criteria. This will depend on your business and buyer persona, but could include things like contact attributes and demographics, where the lead was generated, and specific actions, including page visits and engagement.
If possible, you can also implement tools to pinpoint the stage of the buyer’s journey, or their familiarity with your brand.For example, Bersin & Associates, an HR research and consulting firm, implemented a lead-scoring program because they recognized they were sending too many unqualified leads to their sales team. As a result, leads sent to sales dropped by 52% — but conversions increased by 79%. They wasted less time, converted more leads, and increased revenue.
Marketing Automation Implementation #2: Email Marketing Campaigns
Email marketing campaigns can be used to nurture leads, drive engagement, increase conversions, and retain existing customers, but they’re also time-consuming. By implementing marketing automation, you can effortlessly send timely, personalized, and targeted emails to segmented portions of your prospects.
Using an email marketing automation platform, you can map out your automation workflow, create personalized content, and build segmented email lists based on lead scoring from the first automation implementation. There are plenty of email automation platforms out there, including Pardot by Salesforce and Mailchimp.
Next, you can use automation to implement your entire email campaign, including sequence scheduling, autoresponders, and even A/B testing using automated metrics like click-through rates, open rates, bounce rates, and more.
Not only will this save you time and improve customer relationships, but research shows that marketers who segment email lists increase revenue by 760%, and personalized subject lines are 26% more likely to be opened.
For example, the pet food brand Chewy uses post-purchase email automation to improve customer relationships. They send an email two days after every purchase before delivery. This gets the customer excited.
Then they continue to follow up with personalized emails — one day, 10 days, 20 days, and 1-2 months after product delivery — depending on the purchase type. They can also use these emails to upsell and make it easy for prospects to buy again. Without marketing automation tools, sending all these emails to every customer would be impossible.
“The more information you can supply to the automation tool, the more effective it will be for targeted lead generation campaigns and higher ROI.”
Marketing Automation Implementation #3: Dynamic Landing Pages
Dynamic landing pages are designed to create a personalized customer experience based on user behavior and preferences. When you implement marketing automation, you can change the landing page’s messaging and copywriting based on visitor location, keywords, search intent, and more.
You can use platforms like Unbounce to create a dynamic landing page. Depending on your inbound marketing strategy, you’ll need to decide on the personalization rules. Use keywords to target your landing page to search intent, but make sure you don’t overdo it.
For example, you’ll want to focus primarily on the user experience and create a responsive, well-designed, and mobile-friendly landing page. You should also use A/B testing to optimize the landing page templates and messaging for each target audience.
ConvertFlow has a PPC landing page that targets the exact keywords a potential customer searches using the primary head term “popups.” If someone searches for Shopify popups, for example, they’ll receive a slight difference in text — but that minor difference improves credibility, and is one of the reasons their page converts 25% of cold traffic.
Marketing Automation Implementation #4: Social Media Scheduling and Monitoring
Large and small businesses alike can use social media to increase brand awareness and visibility, connect with prospects, increase engagement, build trust, and expand customer journey touchpoints. Having a social media marketing automation implementation plan can increase ROI while saving considerable time with your social media content marketing.
Choose a social media automation tool like SocialPilot or SocialBee to automate social media scheduling, monitoring, content calendars, platform alignment, and more. You can even use these types of marketing automation solutions to track engagement metrics.
Automating social posts and ads can save you more than six hours per week — that’s a lot of time back to focus on interacting, optimizing, and boosting ROI and conversion rate. Through automation, you can also auto-publish timely social media posts, which improves customer satisfaction and helps with lead nurturing.
While there are many use cases, Galaxy Theaters stands out. They used a targeted, localized schedule that was automated for posting twice per day on multiple social media platforms. This contributed to 72% more ticket sales, 200% more Instagram followers, 64% more impressions, and 19% more engagement.
Marketing Automation Implementation #5: Customer Segmentation
Segmentation is the process of dividing up your entire CRM system into groups with shared characteristics like demographics, buying habits, interests, technology, location, engagement, and more. By dividing your qualified leads, your marketing department can leverage automated processes for better-targeting personalization and — yes, you guessed it — ROI.
To use marketing automation software for segmentation, you’ll need to set up segmentation rules, import customer data, and create separate, targeted campaigns. Then you can effectively divide them into groups and provide tags or labels that the marketing software can use for automated processes. This streamlines your targeting throughout the entire buyer’s journey.
Rocket, an international food delivery app, created different custom segments to improve shopping experiences and target communication based on location, meal type, and specific restaurants.
This customer segmentation streamlined onboarding and increased ROI by 152% with an average ROAS of $5 profit per $1 of ad spend. These results don’t even include the improved customer experiences, referrals, and better functionality as they expand into other markets.
Marketing Automation Implementation #6: Analytics and Reporting
Having detailed analytics and data reports can help you evaluate your marketing performance, identify areas of improvement, address weaknesses, and enhance strengths. You can use marketing automation technology to collect data on website traffic, email open rates, click-through rates, conversion rates, and other metrics.
Netflix is a good example of how you can use specific KPIs and metrics that focus on your business goals. They used data on access issues, service outages, and platform flaws in addition to devices, viewing time, searches, and more to improve their algorithm that’s responsible for 80% of viewer activity.
In addition, their analytics have contributed to a 90% retention rate, happier viewers, and continuous growth. With over 150 million subscribers, marketing automation implementation costs are necessary to collect and analyze the data efficiently.
Bottom Line: How Marketing Automation Implementation Drives ROI Growth
A marketing automation strategy can help you streamline your marketing efforts and save time while driving ROI growth. You can use automation to personalize email marketing with customer segmentation, leverage dynamic landing pages for customized targeting, utilize lead scoring to prioritize certain target audiences, and automate analytics to evaluate and optimize your campaigns.
The results are increased conversion rates and ROI, better customer experience, higher retention rates, improved trust in your brand, and much more. If you need help, Ideas Collide offers marketing automation implementation services designed to generate high returns for your business. Click below to schedule a free consultation!