9 Powerful Benefits of Marketing Automation
The home building industry is a competitive one and working as a Marketing Manager can be challenging, to say the least. To get a leg up on your competition, you've probably tried to implement various digital marketing strategies, including ones the competition isn't using.
However, channels like pay-per-click advertising, social media marketing, content marketing, SEO, and email marketing can take up tons of your time. Did you know there are now ways to automate most of these digital marketing efforts?
If not, you should be, and we'll tell you why.
1. Marketing Automation Reduces Your Costs
How many times has your manager asked you to try to limit your spending? Then you sit there thinking, "If we continue to reduce our marketing budget, our business is going to dry up."
Well, you're right.
If there's one place in business that budgets should never be cut, it's in marketing. Without consistent daily efforts made across multiple channels, your competition will steal your marketshare. This is where marketing automation benefits you and your company.
Think of it this way: if you spend the next three hours working across five social media platforms (i.e. scheduling updates for your quick possession promos and creating advertising campaigns), how much time could you have spent working on other things? Of course, social media is free (mostly) - but your time definitely isn't. Every hour spent manually working on your digital marketing is an opportunity cost of what else you could have been doing.
Although many marketing automation tools do have price tags attached to them, that money is quickly recouped in the time and labour it saves you and your team. This is one great way to sell the idea of marketing automation to your boss.
2. Increased Productivity Is One of the Great Marketing Automation Benefits
There are many parts of your job that have to be monitored and handled manually. Answering emails, creating content and implementing website updates, just to name a few. While there are ways to automate some of those tasks, for the most part, they are going to require your time.
Wouldn't you love to be cranking out a new blog post every day? That sounds excellent in theory, but when you're weighed down with so many other tasks, it's just not realistic. Marketing automation frees up some of your time - allowing you to tackle manual tasks that would otherwise be hard to get to. Those 90 emails you're behind on? You might finally be able to get to them. Once you start automating parts of your marketing efforts, you'll find you have a lot more time to attend to other responsibilities.
3. Quicker Customer Conversion
When a prospect first gets in touch about a new home, it's because they're serious about buying - and sometimes quickly. However, when all of your marketing efforts are in manual mode, it can take you more time to get them the information they need.
In today's market, customers are very impatient. They want answers and they want them now. If they don't get them right away, they move on to your competitor and don't look back.
Marketing automation allows you to get customers the information they demand in the blink of an eye. Not only does this convert more sales, but it converts them faster. In fact, mass media and information firm Thomson Reuters showed a 72% decrease in lead time conversion after implementing automation in their digital marketing efforts.
Can you imagine what a 72% decrease in conversion time would mean to your business?
4. Get Your Marketing and Sales Efforts in Alignment
If there are two departments that need to be working hand-in-hand it's sales and marketing - and this is easily one of the top benefits of marketing automation.
With all-in-one marketing & sales tools like HubSpot, you can easily get sales and marketing working together without extra effort. When an inquiry comes through your website, you can have it instantly notify the appropriate sales rep to handle the inquiry.
Also, when you gather information from the customer through your marketing efforts (what home models or communities they're interested in, for example), these details can be easily accessed by your sales team through the CRM system. With more intelligence on your prospective buyers, your sales team can close more sales, faster, and without unnecessary emails or conversations that waste time.
Additionally, your sales team can give constructive feedback about the content that your marketing team is producing that will help with future marketing efforts and help educate prospective buyers and make them easier to close.
The automation in this relationship, helps everyone get more done in a more effective way.
5. Cut Human Error Out of the Loop
Little or big, we all make mistakes.
For example, have you ever put together a specific promo for a segment of your prospect list and then you mistakenly send that email to your entire list? There's no taking that back.
Or have you ever gotten a hot web lead and you dropped the ball on getting it off to a sales rep to handle in a timely matter?
One of the great marketing automation benefits is that it removes the possibility of human error. No, we don't want robots taking over our jobs, but we can effectively use automation technology to cut out the accidental oversights. These mistakes can reflect badly on your business and hurt your marketing efforts.
6. You Don't Have to Be a Techie
Many marketing managers stay away from automation tools because they think they'll get bogged down in tech land.
This simply isn't true.
Today's tools are easy to set up and are generally automated themselves. If you can use Mail Chimp, you can use most automation tools. With easy to fill out templates and forms, you can set up automated campaigns that will run on autopilot (better yet, you won't need to call your IT guy a dozen times a day with questions).
Once you have it set up, the software will do all of the hard stuff behind the scenes for you... it's like magic!
7. Marketing Automation Isn't Just for Online Channels
Believe it or not, there are many marketing automation software solutions to assist in your offline marketing efforts.
These tools can be equipped to send a customer a piece of mail or a postcard at just the right time in the sales cycle. They can even trigger phone calls or text messages when the time is right.
Oz Content is one of these solutions, though there are many others on the market worthy of a few minutes' research.
8. Give Each of Your Leads a Score
Knowing who's hot and who's not is key to completing the sales cycle.
Automation software assigns a score to each one of your leads based on their activity and behaviors, letting you know who the best prospects are for buying homes now.
Every home builder has "basecoard kickers" who come into your show homes just to look and dream. Some people spend time asking a lot of questions though they may not be ready to buy or build for months - this doesn't mean they should be ignored. Marketing automation software understands this and will score them as such.
Customers who are ready to buy or start building now will be scored in a way that shows they require your immediate attention.
Imagine running a report tomorrow morning with all of your prospects listed in order of buying potential. This will make your and your sales team's jobs much easier and more productive.
9. Increased Revenue Is the Best of the Marketing Automation Benefits
At the end of the day, you're in business to sell homes and make money; and here's how marketing automation increases revenue:
- Saving employees' time
- Converting more leads to sales
- Speeding up the sales cycle
- Increasing productivity
- Generating more leads and show home traffic
To Sum It All Up
Marketing automation benefits far outweigh performing marketing tasks manually. When you feel stuck in a manual rut, think of the time you could free up by automating so many of the menial tasks you do every day.
Once you start to see the results with your own eyes, you'll wonder why you didn't start automating years ago. This handy marketing automation thesaurus is a valuable tool for getting off the ground with an effective automated marketing campaign.
Enjoy your new world of automation, and don't forget to share your amazing results with us in the comments section!