Creating a Connection with Automation
People are bombarded with content from every direction. Let’s be honest: there’s a lot of competition out there. To stand out, companies must create a human message that connects with consumers through lead generation.
Automation can be a great option for many businesses, as long as it’s used correctly. People want to feel emotion, so creating a personalized experience helps companies stand out. This is especially important with marketing automation and lead generation. Today’s younger audience doesn’t want to be sold to but interacted with, so they feel like they’re part of the process. While this can be a difficult thing to accomplish, it’s worth it in the long run. To help you get started, we outlined the various ways marketing automation can help you compete in the human era.
Using Automation to Build Relationships
Marketing automation and lead generation are valuable tools for creating relationships with customers. They help determine which parts of your marketing strategy are working and which parts need to be altered, while simultaneously solving consumer’s problems and gathering data about meeting their needs. However, this information doesn’t come easy. In order to create a human-to-human experience, you have to start by getting to know your customers.
- The Introduction
It’s hard to effectively communicate with someone without knowing who they are, their interests, their needs, and their pain points. Online forms and gated content on your site can help gather customer demographic and psychographic information.
- Starting a Conversation
Knowing who your customers are and what they want helps establish a familiarity that translates into a more natural, or human form of communication. Creating buyer personas of your target market provides your company with the means to tailor your strategy to acquire these customers in the future.
- Establishing a Relationship
Once you’ve been introduced and have created a conversation, the final step is to establish a relationship with your customers. Marketing automation allows you to get to know them by tracking your customers’ page visits, links clicked, and emails opened to fully understand their wants and needs. This information then allows you to create personalized messages that engage your audience. Your company can tailor these messages to help guide the customers through the sales process, ultimately leading them to the purchase point.
Maintaining the Human Element for the Long Term
Automation can be a valuable tool for humanizing your brand if there’s a balance. It’s critical that you don’t get too caught up on the automation side that you forget about the marketing aspects that are equally, if not more, important. Keeping the human element in your automation strategy will make consumers more willing to engage with your brand. Biznet Digital understands the value that automation offers companies. Check out our Marketing Automation page to learn more about how to make your brand more human.