How Can You Align Your Marketing Automation Strategy with the Buyer’s Journey?

Posted by Marketing & PR on 23 Jul 2019

How Can You Align Your Marketing Automation Strategy with the Buyer’s Journey?

According to Econsultancy, 98% of marketers agree that effective Marketing Automation is critical to long-term business success. Discover how aligning your Marketing Automation strategy to your buyer’s journey is key to improving efficiency and ROI.

Marketing Automation can help you not only improve efficiency but can allow you to devote more time to your most important asset - your customers.

Using automation enables your company to better target your audience and potential customers with key messages that can be delivered across a range of platforms from email, social media and text message. 

“Data and personalisation are indispensable when it comes to generating leads and engagement, which is why Marketing Automation has become an integral part of the landscape.”

Aligning your Marketing Automation Strategy with your buyer’s journey is imperative for your organisation’s success. Let’s take a look at some of the steps you can take to ensure they are aligned.

Understanding buyers’ personas

You must know who your ideal customer is so you can deliver relevant and engaging content to them using the platforms they use. To help you create your buyers’ personas you may want to consider conducting interviews and surveys from sales, marketing, customer service and the customers themselves. 

Identifying your buyers’ personas will help you establish content that aligns with your leads goals, which not only keeps them engaged but also helps to nurture them along the buying journey and closer to converting and becoming a customer.

Mapping out the buyers’ journey

Each buyers’ persona will have a slightly different journey and it’s vital that you understand the different journey each will take by mapping them out. You should have a clear understanding of how the buyer in each persona thinks and how they will interact with your company.

To encourage them to contact your company you should make the call to action easy for potential buyers to follow and consider including at every step of their journey.

Look at your content

Performing a content audit will help you optimise your customers’ experience and will help you understand which content works with your buyers. Gaining an in-depth knowledge into your content and how customers interact with it can help you identify where changes are needs and where there are gaps.

Conducting an audit of your content will help you save time and money on creating content and will ensure that the content you are using is an effective part of your marketing strategy and is aligned to your buyers’ journey.

Track and Measure

Understanding your analytics is crucial to mapping your companies strategy and aligning your marketing automation with your buyers’ journey.  Knowing how long it takes a customer to progress through each stage of the journey can help you optimise your strategy to decrease the time it takes to get to the conversion stage.

Identifying where potential buyers get stuck or drop-off in the buying journey will ensure you create an effective and successful Marketing Automation strategy for your company.

If you would like to discover how Marketing Automation could help you grow your business and progress potential buyers’ along their journey, request your free SharpSpring demo.

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