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Content Marketing Automation: 360° Smart Guide for Solopreneurs
Content Marketing Automation? It's not about gearwheels spinning and marketing running on auto-pilot. It’s about content marketing dynamism!
I think the best way to see how beautifully Content Marketing Automation can work is to see how Amazon works. Have you seen the way Amazon nurture their leads, so systematically and in such a targeted and focused way, that before you know it you are led as a customer from one step to the next till you buy … and then buy more … and then buy even more? Is someone at Amazon watching your every move and then immediately making you offer after offer … after noticing every little nuance of action you took on the Amazon site on your last twenty visits? At Solohacks Academy, we believe this is “marketing automation" at work.
“Mass customization” is another way to look at content marketing automation!
All content-marketers know that to give customers the right information, at the right time in the buying journey, is the way to progress customers towards buying.
When you have just a few customers, you can, as a brand marketer, follow them as closely as possible, and deduct their preferences and tastes, and then make the absolute right offer to them at the right time, to get them to buy deeper into your product. But what about when zillions of customers may be all on their own customer buying journeys, and it becomes impossible virtually to track them on a one-to-one basis and get them to see the exactly right call-to-action that you want them to take?
Reaching the right content at the right moment to the right consumer is nine-tenths of the game of “mass customization", is it not?
The word “mass customization" sounds like an oxymoron, but it isn’t, if you think about it. At every touchpoint of every customer’s buying journey, the perfect nurturing of the customer has to take place, as if he was the only customer you ever had in the whole world. And yet you have to do this kind of one-on-one “dynamic nurturing" for thousands who visit your site, or show an interest in your brand.
Several content marketing automation solutions are available on the market ... but choose wisely!
Thankfully there are many solutions on the market now for businesses that find it difficult to keep such close watch on their customers individually, so that they can respond to them individually too, with just the right information or deals.
Products like Marketo, Act-On and Pardot offer marketing automation platforms that are built to track consumer behaviour and respond with the right inputs at every stage - thus bridging a brand marketer’s inability to do the same thing manually. If your website is driven by their platform, “mass-customization" of lead-management happens automatically.
These solutions can give you the advantage of “conversion optimization" and help auto-categorize and group customers by demographics and psychographics, so addressing people with similar need-sets becomes easier. The price you pay for such tools depends on the number of “contacts" that need to be nurtured. So the more successful you get, you scale up on costs too.
What’s the real ROI of Content Marketing Automation?
Is marketing automation worth the price? Each of these companies – Marketo, Hubspot, Pardot and Act-On – has produced its own ROI calculation to prove that marketing automation helps brands do far better than they can without these solutions.
However, an interesting article by VentureBeat states that: “The average ROI from implementing marketing automation, according to our survey respondents, is 27.8 percent. Almost every single company of the 83 surveyed so far reported positive ROI, with four of them reporting massive 150 percent increases in revenue. But when we asked whether their investment in marketing automation was worth it, 42 percent said they were “not sure". Another 7.2 percent responded with a flat out “no". Only 48 percent of respondents confidently answered in the affirmative."
Always check the ROI of your expenses on automation. And always remember that it's not the automation itself that needs to deliver ROI. It's the content that's purveyed appropriately through automation - at the right time to the right audiences - that makes the big difference to ROI.
To learn even more of this topic, read on ...