If you’re a marketer
in the Professional Services sector, you’re probably familiar with the challenges
of marketing to a highly distributed audience set. Creating the right content and
delivering it to the right audience at the right time is a make or break proposition.
Fleeting attention spans and all-pervading distractions further complicate the challenge
of attracting and engaging audiences.
The list of your
problems seems endless – How do I segment my audience? How do I define the
messaging for different audience sets? How do I nurture the leads and move them
closer towards the buying stage? And most importantly – Where should I start?
These are all
important questions, since communicating your service value proposition
effectively to a fragmented audience is the key to engaging and converting your
Automation – if done correctly, can help you meet your goals by optimizing your
marketing efforts through a targeted approach. But the big question still
remains – can Marketing Automation help you target and engage the most relevant
audiences to drive conversions and bring in the dollars? Read on to find out.
KEY BENEFITS OF MARKETING
Personalization ? Connect your
value proposition with customers’ needs
Your prospects receive hundreds of emails
and marketing messages from competing organizations every day. Marketing
Automation allows you to segment and engage your customers based on their
behaviors, choices, and individual preferences. This means you can tailor your
service value proposition to perfectly fit customers’ business needs with
Consistency ? Engage your customers
with a consistent message
Automation allows you to orchestrate and deliver consistent messages so each of
your customers gets a relevant and unbroken experience across channels. This helps you engage each one of your customers with
a consistent message at every touchpoint and every stage in the engagement
Measurability – Know how your
audiences are responding to your messages
Marketing Automation makes it easy to analyze and optimize your
campaigns for maximum impact. In-depth performance reports with detailed graphs
and statistics allow you to understand where your campaign is working and where
it’s not. Based on data, you can focus your efforts on the right audience
segments to drive higher engagement and better conversions.
Testing & Targeting – Know what
messages work with different audience sets
Marketing Automation allows you to A/B test your campaign at
every stage of your marketing campaign. As time progresses, the incremental
improvements across your marketing activity will generate a significant
improvement in your conversion rates.
KEY POINTS TO CONSIDER
Is your customer database mature
The quality of
your database will determine the success of your Marketing Automation efforts. Ask
yourself – is your data good enough to allow segmentation of prospects on
different parameters? Audience personas in the Professional Services sector are
complex and extremely specific. If the answer is a No and if your data is
unstructured, outdated, or inaccurate ? your efforts will nosedive right from
Is your service value proposition
is the value you will communicate to different audience sets at different
stages in your campaign? How will you progressively evolve your service value
proposition to fit customers’ unique business needs? How will you differentiate
and stand out from the crowd of competitors?
are all questions your content strategy must as you set out to execute your
Marketing Automation campaign.
Have you defined your buyer’s
you analyzed and charted out the engagement journey for different audience
personas? Do you understand how your prospects become buyers? How would people go
from never hearing of your company to becoming customers? Depending on your
business, you may have more than one type of customer and more than one method
of acquiring them.