Marketing automation tells you through data that whether you are targeting right audience or changes required in targeting process, and how to segment them based on their behavioral pattern.
Marketing automation helps us to determine what content, which marketing channel, marketing message, etc work best to acquire new customers and to retain the existing ones.
Acquiring a new customer is costlier than retaining the old ones. Its 5-25 times costlier than the investment required to keep an existing customer, an increase in customer retention can increase company profit by a good percentage.
It is the task of a marketing team to strengthen customer relationships and to identify new opportunities in the form of new customers. Improving customer retention is one of the best ways to grow your business.
Building customer loyalty is not easy, but with the help of marketing automation you can not only build it, retain them but can also turn them into a new source for your business referrals.
Here are top four ways you can use marketing automation software to build customer loyalty:
- Create Personalized Experience: Marketing automation allows you to send personalized campaigns by identifying customer needs and preferences. Delivering what is demanded by a customer at the right time helps to build customer loyalty towards a brand because every time you are giving them what is required to them hence it builds customer trust on a brand.
- Lead scoring after purchase: Lead scoring is a great way to nurture customers, both before and after purchase. Lead scoring after purchase helps to identify which customer is engaged, which are not and who might be ready for cross-selling, up-sell, or re-sell. Knowing your customer score help you to nurture them accordingly.
- Create end-to-end customer experiences: Data collected from marketing automation tool can help you to identify the main points, content, messages, and tactics that attract your customer towards your brand. Right from starting i.e first time when a visitor visits your site, automation tool starts collecting information (visitor tracking) that help in a further process like lead nurturing, segmentation, etc.
- Measure loyalty: It is important to have a tool which can measure the level of loyalty your customer has with your brand. Marketing automation can measure customer loyalty by segmenting customer and creating separate nurture process of each and every segment. In this way you can ask your customer about problems they have with the brand (if any), try to overcome it as soon as possible, provide them excellent services but you can only do all this when you have proper insight about your the customers, segmentation helps you to know every bit of customers.
Delivering customer loyalty to an organization is one of the primary objectives of marketers. Marketing automation tool is extremely helpful to build customer loyalty through customer data, appropriate content, a personalized campaign that allows you to create end-to-end customer experience with the brand. PlugTalent.com