The goal of Marketing Automation is to supply a company with the powerful online marketing tools they need to turn the Internet into their best marketing device. In the recent decade we have seen a dramatic change in purchasing habits of consumers. This change is due to the increased popularity and use of the Internet. People and businesses no longer use traditional methods of product and service research. Today, consumers head to search engines like, Google and social media sites to acquire important information. To succeed in today’s changing marketing climate companies must use the Internet and turn it into their most effective marketing tool. Companies that take advantage of Marketing Automation turn the Internet into their best salesperson.
Search Engine Optimization is one way online marketing delivers. The heart of SEO is all about getting found on the Internet. Companies get found online by search engines, social media sites, and blogs. Keep in mind your target market is actively seeking out information through these mediums, therefore your company must be present. SEO takes time and real consideration. Serious thought must go into selecting keywords. Your company’s goal should be to get in the top ten on the Search Engine Results Page (SERP) for your most important keyword phrases. This task, of course will take time and a fair amount of tweaking, testing, and tracking. When using online marketing tools this task becomes easier.
Once you have been found on the Internet you must provide your visitors meaningful content. When providing content to potential customers don’t assume they already know the basics. Why would they be searching for information if they already knew the answers? The information needs to be easy to read and digest. The goal should be to create “evergreen” content, information that never goes out of date and is perpetually relevant. Create content that can be reused and recycled. Marketing Automation coupled with great Content Management Systems help maintain, control, change, and reassemble the content. Marketing Automation Solutions deliver by making it easy to manage your content.
Once consumers find your company on the Internet and determine that the content provided is valuable they will covert from visitor-to-lead, this is when Lead Nurturing begins. This conversion happens when the prospect provides information like, name and email. Lead Nurturing is important for companies because all leads are at different phases in the buying process. All leads deserve to have a consistent valuable flow of information. This type of communication builds trust with the lead. And eventually when the consumer is ready to buy, they will think of you. Marketing Automation provides tools to make Lead Nurturing more effective and efficient.
We are living in a new era of online marketing where content is essential. Today your target market is spending hours researching products on the Internet by conducting Google searches, asking their “Friends” on Facebook for advice, or following different companies on Twitter. When tools like Search Engine Optimization, Content Management, and Lead Nurturing are used in combination, companies realize the true benefits of Marketing Automation.
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