7 Key Benefits of Using Marketing Automation in 2023

When it comes to marketing, personalization is everything.

Knowing your target audience and creating a buyer persona allows companies to tailor their marketing campaigns to meet specific needs. And marketing automation is a robust tool that can make this process convenient to achieve the desired results.

Automation converts every marketing effort on a larger scale bringing in more leads which translates to more conversions and sales. Businesses use marketing automation software to automate redundant marketing processes, streamline workflows, and track marketing campaigns.

What are the benefits of marketing automation?

At its core, marketing automation is about optimization. From saving time and resources, to generating more revenue and developing leads, marketing automation goes beyond automating repetitive marketing tasks such as follow-ups, pipelines sales and lead acquisition.

How to benefit from marketing automation?

Automation has become necessary for most entrepreneurs to streamline their business in the digital age. So what steps can you take to implement marketing automation?

1. Social Media Integration

Having an attractive social media presence is the prerequisite for success. According to Datareportal's July 2022 Global Snapshot, 59% of the world's population uses social media and spends an average of two and a half hours per day on it.

This creates a great marketing opportunity for your business and massive commotion at the same time. Your employees cannot perform all social media marketing tasks. With automation software, you can hire fewer people to manage social media and deliver better results simultaneously.

There are several social media automation tools that allow you to create posts in advance and schedule them throughout the week. You can also post on different social media platforms simultaneously. Some advanced software can even suggest the best time to post based on past research. This translates to hours of free time saved on these tasks.

Others can show you hot topics and trending hashtags to help your team create the most relevant content that gets more views and engagements. Some even let you address comments from different social media profiles from the same app.

Either way, there is a social media management tool that best suits your business needs to reap the benefits of marketing automation.

2. Lead Scoring

Lead scoring is a sales automation mechanism that allows you to score leads using software. You don't need people to judge tracks manually; you only have to configure the algorithm. Ultimately, you need to work with the Marketing Qualified Lead List (MQL).

Here's what you need to consider when creating your lead scoring system to make sure you're focusing your efforts on the right people.

Create a list of actions and characteristics that make up an MQL for your business. Start with small steps like creating a marketing email and eventually progress to webinar or newsletter signups. Add personal characteristics to the list of your most converted customers. For example, if the majority of your customers are 30-year-old private contractors, give them extra marks to keep your sales team focused on them. Decide how many points you award for each action and the point range. For example, you can give five points for sharing on social media. If a person only shares one post per month, they get a point. They get the five points if they share more than four per month. Determine lead levels to represent the likelihood of a lead converting. For example, if a prospect has five points out of 50, they need more support. If they have 45, you have to make them an offer. Determine the minimum number of points a lead must have to convert, so your team knows when to contact them. Don't forget the other tracks. They have to be handled differently. For example, a prospect who doesn't share your content might need an email asking for their content consumption preferences.

You may feel ready to build your lead scoring system from scratch, but it can be expensive. Use lead...