Automação de Marketing – A Estratégia Digital Para Ampliar Resultados

Já ouviu falar em Automação de Marketing? Uma estratégia digital utilizada para ampliar os resultados de uma empresa por meio de softwares e outras ferramentas.

A através dela é possível atrair clientes em grandes escala, identificar, acompanhar e agir de forma personalizada com o seu público, melhorando o relacionamento em geral e consequentemente, as vendas.

Dúvidas sobre como ela funciona e como aplicar em seus negócios? Não se preocupe, falaremos um pouco mais no texto abaixo.

Automação de Marketing?

De forma objetiva, Automação de Marketing é uma estratégia de digital que consiste no uso de ferramentas para automatizar os processos de relacionamento com seus contatos (Leads), disponibilizando informações necessárias para avançarem até o momento da compra, e também com clientes, automatizando o pós-venda para proporcionar uma experiência agradável e até gerar novas vendas. Mas, engana-se quem pensa ser apenas isso!

Automação de Marketing é mais do que apenas lançar mão de uma ferramenta automatizada para gerenciar suas páginas, significa entender e agir de forma personalizada para que os usuários cheguem até você e interajam com sua empresa nos diferentes canais de comunicação disponíveis.

A ferramenta pode ser utilizada para agendar postagens nas mídias sociais, disparar emails específicos de acordo com dados ou ações dos contatos, avaliar as pessoas que estão realmente prontas para conversar com a equipe de vendas, mensurar os resultados das campanhas e entre outras vantagens. Descubra a seguir:

Leads Atualizados

Em alguns momentos pode ser que o cliente não esteja no momento ideal para compra, mesmo assim, ele continua sendo um cliente potencial e pode vir a comprar um dia. Manter o relacionamento nesta situação é importante, já que muitas vezes o que falta para a empresa é educa-lo na hora da compra, fornecendo mais informações para gerar demanda ou poder ser apenas uma questão de tempo mesmo. Sendo assim, é bom para a empresa ficar próximo, gerar confiança e gerar valor, se fazer presente para ser lembrada.

Segundo a pesquisa TechTrends 2017, fazendo o mapeamento correto dos seus leads com a ajuda de uma ferramenta de automação, você pode conquistar 2 vezes mais contatos.

Gerar Oportunidade de Vendas

Por meio do comportamento do usuário, a Automação de Marketing permite identificar o estágio de compra e os interesses de cada potencial cliente, enviando o conteúdo adequado para levá-lo ao próximo estágio.

Leads Mais Preparados

Quanto mais os leads possuem informação sobre o tema, mais chances eles tem de adquirir o produto. Isso quer dizer que os futuros clientes gastam menos tempo argumentando, o que torna o processo de compra mais rápido e eficaz. São mais dispostos a reconhecer o problema e investir na solução.

Redução nos Custos de Customização do Cliente

A Automação auxilia no processo de segmentação dos leads. A partir dessas possibilidades sua empresa pode personalizar muito melhor a comunicação, fazendo com que as diferentes personas percorram seus próprios trajetos, e não um caminho genérico. A estratégia otimiza o tempo gasto por sua equipe tarefas maçantes e faz com que as informações sejam melhores processadas. Desta forma, sua equipe tem tempo de sobra para ampliar os esforços da campanha, atingir mais pessoas e, consequentemente, atrair mais clientes com o mesmo investimento.

Entenda como utilizar uma boa ferramenta de Automação de Marketing

Agora que você já sabe os benefícios de uma ferramenta de Automação de Marketing, chegou a hora de entender como aplicar uma boa ferramenta dentro das estratégias da sua empresa.

Não basta apenas produzir conteúdo, é preciso saber anunciar, investir tempo e dinheiro. Neste processo, as mídias sociais são excelentes aliados para a estratégia. Saber publicar é importante e boas ferramentas de automação podem te ajudar a:

– agendar suas postagens nas redes;

– monitorar curtidas, comentários, compartilhamentos e etc.;

– monitorar os cliques que você atraiu pelas mídias sociais;

– identificar, integrar e acompanhar as interações dos usuários em múltiplas plataformas.

E-mail Marketing também é um excelente canal para a divulgação de conteúdo. Sendo assim, a ferramenta também é fundamental para o processo de Automação de Marketing. Com ela é possível personalizar a mensagem para maximizar os resultados deixando a aparência mais amigável e impessoal, além de realizar disparos em massa.

Seguindo para as próximas opções a serem aderidas junto a ferramenta, podemos citar a geração de leads. A geração de leads deve ocupar um lugar de destaque nas funcionalidades de uma boa ferramenta, contendo:

– Calls-to-action – São chamadas para a ação que te ajudam a atrair a atenção do leitor e indicar os próximos passos.

– Formulários com campos personalizados – Na captura por informações, formulários personalizados são excelentes amigos.

– Landing pages e thak-you pages – As landing pages te ajudam a converter visitantes em leads através de ofertas. Já as thank you pages são aquelas que os visitantes irão ver se preencherem o formulário da landing page com sucesso.

– Configurar Fluxos de Nutrição – Permitem disparar uma sequência de mensagens que têm como objetivo construir ou melhorar o seu relacionamento com os contatos.

– Gerenciamento de Leads – Ferramentas de Automação salvam o gerenciamento com uma base de clientes maior.

– Lead Scoring – As ferramentas de automação permitem fazer o acompanhamento da jornada de seu consumidor por meio de classificações por pontuações.

– Integração com CRM – Gestão de relacionamento com o cliente. Assim, é possível fazer a passagem dos leads qualificados para vendas e ainda manter todo o histórico das interações realizadas com esses contatos.

– Análise e Acompanhamento de Métricas – Com a ajuda de uma boa ferramenta você será capaz de produzir relatórios com informações mais confiáveis e bem detalhadas.

Apesar de todos os benefícios que foram citados, algumas empresas que investem na opção dizem não alcançar o retorno esperado do investimento. Nesses casos, é comum que os usuários da plataforma não tenham recebido o treinamento necessário para utilizar as funcionalidades da melhor maneira.

É fundamental para o sucesso do seu negócios definir de forma clara estratégias e metas ao lançar mão da ferramenta de Automação e Marketing.

Filipe Detrey

Read Next

O que é Inbound Marketing?

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