How Has eCommerce Transformed Marketing? Time For New PPC Strategies! (Updated)
Dec 26, 2019
10 min read
Ever since the internet came into existence, it has become an integral part of our lives. It has transformed the consumer's shopping experience. eCommerce has grown tremendously, such that it has changed the way of marketing. How has eCommerce transformed marketing? Many businesses have now shifted their focus from offline retail to online retail; they have quickly adopted the eCommerce business model. Hence, we see a dramatic shift in the methods of retail marketing.
Today, the internet has shaped marketing and the strategies through which online sellers target their customers. Online shopping is one of the significant internet activities around the globe. As per Statista, in 2020, e-commerce sales grew up to $4.28 trillion! By 2022, we can expect it to reach a whopping $5.4 trillion market.
Alt IMG tag - Forecast for global eCommerce sales
Various search engines and marketplaces provide the convenience of running targeted PPC ads; these ads are known for quick exposure and drive instant results. PPC ads have become a crucial element in eCommerce and digital marketing. There are numerous benefits of PPC ads over Search Engine Optimization. A famous example of a PPC ads platform is "Google Ads."
The popularity of Google Ads among eCommerce websites has increased significantly; in fact, Google's Ad revenue in 2020 was around $146.92 billion. The internet giant generates a high amount of income via Google Ads Platform that helps marketers display ads, product listings, etc.
It is very critical for eCommerce stores to optimize PPC strategies that fetch them the best results. PPC in eCommerce, if implemented correctly, can allow an eCommerce website to gain more traffic, sales, and revenues. The increasing competition makes it essential to use advanced or latest strategies to stand out from your competitors.
The ever-increasing business competition in the eCommerce space has made it necessary for online businesses to use the latest PPC strategies. PPC in eCommerce is pretty standard; you might be struggling to make your PPC campaign a success. There are several reasons why your PPC strategies aren’t converting; however, multiple advanced PPC tactics can help marketers perform better in online sales and customer acquisition.
Source: Unsplash
1. PPC In eCommerce Is Ineffective Without Product Page Optimization!
One of the most common ways to align your product pages with the latest SEO trends is by optimizing them. Many PPC marketers spend ample time optimizing product pages; it includes optimizing product titles, keyword stuffing, etc. You must consider highly relevant keywords to your products and avoid those that can negatively impact your website. Make sure to add those keywords in your description.
All in all, you must recognize inconsistencies in your PPC strategies that can lead to wastage of your PPC spend. Your content team should produce unique, relevant, and engaging product descriptions. It is always fruitful to hire a professional SEO team or expert with the prerequisite knowledge of the latest PPC strategies for product page optimization.
2. Try branded & Non-Branded keyword segmentation.
Keyword-based text ads enable retailers to analyze the intent of their customers. Hence, it helps them to optimize ads accordingly. Although the shopping ads were developed on a product-based bidding model, Google's auction chooses products displayed for a particular search result. Due to this model, crucial elements like optimization and bid control aren't in the retailer's hands. Why? Because they can't bid separately on a customer throughout their buyer journey. As a solution, you can utilize keyword segmentation.
3. Keyword Segmentation Is Vital When It Comes To PPC In eCommerce
You can then use shopping settings and campaign priority to manage how much you want to bid. With campaign priorities, you can include the same product in many other campaigns. You can evaluate which campaign should take part in the auction for a specific product with a campaign priority that can be low, medium, or high.
4. Google Showcase Ads: For eCommerce And Digital marketing.
Showcase Shopping ads came in 2016. It is a better solution for online retailers, eCommerce, and advertisers; Google Showcase ads can be a dedicated digital storefront. For customers, it acts as a window-shopping feature. You can easily group multiple eCommerce products and showcase them using high-quality pictures. You can even group your major products with various smaller products to form a "me-too" product combination and provide customers with a significant discount offer.
The Google Showcase ads are often used to target non-brand queries that show up on mobile search results. On search engine result pages, the ad showcases brand-specific product images relevant to the search queries. Users can click on them to see the custom description that portrays the brand and ten other products. Showcase ads also deliver the maximum cost per engagement. Hence, marketers can set a high amount after which they'll be charged when a user expands the ad for ten seconds. Google Showcase ads are best for developing an upper-funnel tactic.
5. Do you have an offline store? Utilize Local Inventory ads!
As per Google, 80% of the purchasers will quickly visit a store if a retailer sells the exact item they want to buy. When we talk about online searchers, utilizing local inventory ads is best to meet buyer expectations. It is one of the most effective ways to drive visitors to the store, capture, and engage them by featuring products they can buy from nearby stores. These ads feature on mobile queries too! They usually have a local search intent (e.g., “Blazers near me”) and influence purchase decisions within a radius of a physical store.
The moment your potential customer clicks on the ad, they are redirected to the Google-hosted storefront page. You can customize your storefront page’s product description with images and links to your website. Ensure to add your contact number, hours of operation with a map that helps your customer with the directions to the store.
Your customers can also purchase the product directly from your website. If you have a physical store, then you must update your inventories and in-store availability. Once a marketer sets up a local inventory campaign, they can use Google Analytics to monitor these metrics to optimize your campaigns further.
Source: Unsplash
6. Are you updating your product pages?
As discussed in the first section, your product page should be updated at regular intervals. Imagine a user visiting a product page on a holiday or a weekend. If they find your page not updated, you might lose a chance of converting them into your customer. Hence, you must invest time in revamping your product pages with the perfect sales pitch. The first section discussed how keywords and content play a massive part in optimizing product pages.
However, pictures or images have a significant influence on product page optimization. You must ensure that you have clean, precise, and engaging photos of your products. If you can add a product video, that can help increase your sales by adding visual information to the product page. Adding a video of your product adds value to your webpage, which increases the chances of sales!
Apart from that, you must optimize the key benefits of your shopping website like free shipping, quick delivery, no contact delivery, cash on delivery, etc. You must also get reviews of your product under the review sections because having reviews on your PPC ads can increase the conversion rate of your pages.
7. Invest in good shopping cart solutions.
According to a study, in 2020, cart abandonment rates were severely high! Did you know that almost 88.05% of the online shopping carts go abandoned as they don't convert into an actual purchase? One of the key reasons behind a high cart abandonment rate is poor shopping cart software. A shopping cart is like one software on the website that allows the customer to purchase a product. Shopify, Woo-commerce, and big commerce are the most common shopping carts that are great for SEO and paid search. If there are any issues with your shopping cart, you can approach the support team for quick fixes or optimization.
8. Invest in Google shopping ads.
When you Google Search “Floral Shirts,” the results pop up under the “shopping tab” are Google Shopping Ads. If you are already running Google shopping ads, you must optimize them based on the results you fetch from your analysis. You can utilize eCommerce tracking setups to see your revenue generation or ROI on each product. In this way, you’ll be able to spot ads that aren’t doing well.
9. Focus On Unique Audience Targeting
Google and Bing offer great tools like demographics, retargeting, customer match, etc. Advertisers can also utilize features like custom messaging, bid scaling that can be used whenever they want to. Google can evaluate a category of people who are searching for a particular product. You can use these tactics to target a less obvious audience. As a jewelry brand, your competitors would be targeting the same chunk of the population. However, you can target a unique audience; you can target men trying to buy gifts for anniversaries, weddings, or birthdays. As a result, you’ll be able to target an audience in a low-competition zone.
10. Effective PPC ads on Instagram and Facebook
Social media advertising provides a wide range of channels through which marketers can run their PPC ads. If you can target users on Facebook and Instagram, you can find the right kind of sales. Facebook ad targeting offers some powerful features like:
- Marketers can see the recent buying behavior of Facebook users.
- Marketers can leverage Life Events Targeting.
- ?Marketers can nurture leads with Facebook Custom Audiences.
- Tap into lookalike audiences.
- Get Granular and layered targeting options.
Conclusion
How has eCommerce transformed marketing? We hope you got the answer! However, it is very important for eCommerce stores to optimize their PPC strategies if they want to get the best outcomes. Mastering your PPC strategies can help you accomplish your desired business goals. With above mentioned powerful PPC strategies, your eCommerce website can tap into high-purchase intent audiences. If you have been searching for proven PPC tactics to outshine your competitors and generate more leads, then you can consult Saffron Edge's Paid Marketing experts. We curate successful paid marketing solutions that can increase your eCommerce website's visibility and conversion.
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Will Your Website Being Copied Hurt SEO? How To Fix Duplicate Content
Copied content on your website can harm your brand’s reputation to an extreme level. It is not just something that makes Search Engines doubt your website’s credibility but is something that tends to leave a bad impression on your audience. This content is the kind that pops up on the web on more than one site (a unique site URL). Most marketers don’t refer to it as a penalty but duplicate content does harm your Search Engine rankings. Starting with the basic reason i.e. why the search engines don’t prefer duplicate content is - the similar appearance it has on different URLs! This makes it confusing for the search engines as to which website’s content is more appropriate for the audience’s perusal. Why is duplicate content an issue? Duplicate content poses a possible threat to domain authority due to several reasons. For website owners, suffering traffic blows and search engine rankings going down is pretty common and such issues stem from these two possible reasons - To offer a good search experience to the audience, most search engines like Google avoid displaying different search results of similar content. Therefore, they are obligated to decide which version will be more suitable as per the searched query. This further weakens the appearance of all duplicate search results. Links equity can be adulterated since other websites handpick the duplicates too. Other than the inbound links aiming at a blog post or webpage, they tend to link to several pieces which further spreads the link equity amongst the duplicates. And as we know that the inbound links are one of the highest-ranking factors, they can severely affect the search appearance of any content. Two Reasons Behind Why Duplicate Content Issue Takes Place In most cases, site owners don’t produce plagiarised/ duplicate content intentionally but as per some studies on the internet, more than a quarter of content on the web is duplicated. URL Prefixes For websites that have different versions like ‘www.abc.com’ and ‘abc.com’ with similar onsite content have created duplicated content for all their web pages. The same goes for these two - https:// and http:// Plagiarised/ Scraped content As a website owner, you need to understand that content not just includes a blog or editorial post, most websites also include product info pages. In this case, when scrapers repost your site’s content on their own websites, this acts as a more known source of copied content. How can a website owner fix content duplicacy? A website owner needs to specify which duplicate content is the right one to be considered. Content that is found on several different sites or URLs has to be canonicalized for Search Engines. Here’s how you can do it: Use a 301 redirect to the right URL The rel=canonical attribute 301 redirect One of the most accurate ways to fix content duplicacy is to set up a 301 redirect from the ‘duplicate’ page to the original content page. At the point when various pages that can rank well are consolidated into a single page, they not just quit rivaling each other; they additionally add more to the relevance and popularity in general. This will emphatically affect the "right" page's ability to rank well. The rel=canonical attribute Website users can also use the rel=canonical attribute as it informs the search engines that the provided page needs to be considered as a copy of the specified URL. In addition to this, it also tells the SE that all other attributes like metrics, ranking status, etc., need to actually be credited to the specified URL. Other methods that can fix content duplicacy Make sure to link internally on a consistent basis if you are a website owner. Such as, if the webmaster decides that the canonical version of a domain is www.abc.com/, then all its internal links should go to http://www.abc.com, rather than http://abc.com/ma.. (Note the absence of www). While you syndicate content, you need to make sure that the website you are syndicating the content at, adds a link back to the original blog page & not a variation on the URL. Always make sure to add a rel=canonical link to your existing web pages that acts as a self-reference. To make sure that the scraper isn’t robbing the SEO credit of your content, it’s imperative to insert a self-referential rel=canonical link to all your existing website pages. This helps redirect to the URL it's already on and combats the scraper’s content-stealing issue. Duplicate content isn’t healthy at all for your website but these substantive blocks aren’t deceptive at all if we talk about their origin. If you are a website owner who needs help with duplicates on their website and wishes to fix it, then follow the above-mentioned steps. You can also seek expert help or talk to our website specialist to make sure that duplicacy isn’t harming your website’s search engine ranking or domain authority. At Saffron Edge, our content marketing services help increase website traffic from your marketing channels. Removing duplicate content and replacing it with engaging, high-quality, and unique content will help your website rank higher in search results and improve your Brand’s value. There is too much content on the internet, and the ones that add worth and are informative will serve the purpose. Readers, if they start following the blog page once, tend to connect to the same page often, and even refer or share on their social media. Thus, the content world doesn’t end there. One viral content and it can be far more prominent than other expensive advertising mediums. At Saffron Edge, we offer robust content marketing services and have been a part of many of Brand’s journeys, not only in the USA but globally. We have patrons who reach out to us to avail of inbound and content audit services. We even have native speakers to service their demands and match their expectations. We spent time understanding the content to suit their brand voice and customer’s search approach and interest. This two-way method has helped from time to time to produce quality and engaging content. You can talk to our website specialists who can run a check on your website and make sure that there is no duplication of content, and it isn’t harming your website’s search engine ranking or domain authority. We even make sure to use redirects and the canonical link element to inform Google if we want the content to be treated as the original within our website. With the pandemic of such stature. i.e., COVID-19 is around, the content has become all the more crucial, and people are spending more time indoors. Contact us now to deliver engaging, informative, and constructive content and online marketing services that suit your needs and are aligned with the best practices. ...
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How Brands Are Using Live Video Marketing To Increase Business Presence?
With the advent of the internet, businesses from all over the world have now got many different types of content through which they can increase their business presence and the best part is using these different forms of content is pocket-friendly as well. But if you will go through the current top trends of SEO then you will notice that there is one form of content that is leading the digital platform and that is video based content. Even if you go by the stats, you will find that most of the people on the digital platform are now preferring video based content as more than 54% of the consumers look forward to seeing more video content from brands. But instead of being dependent only on one type of content and limiting your reach, you should start considering live video marketing as well. The proliferation of live video began almost a decade ago with platforms like Livestream and Ustream. And now because of the features like Go Live on Facebook and integration of live mobile streaming on YouTube, live video marketing has become a strong weapon for the modern day marketers. Live video marketing as an inseparable part of marketing One of the most important things to know about live video streaming is its success is totally dependent on timeliness and this is why it has slowly become one of the most used SMM techniques by businesses of all sizes and industries. And the current lockdown phase has fueled the growth of live video marketing as a crucial part of marketing. Because of confined outings, people are now more interested in joining live sessions through live streams right from the comfort of their home. And since live video marketing is more interactive, it becomes a unique marketing approach. To make these live streams more engaging and polished, many brands are using tools like an online video cutter to edit and refine their video content before or after live sessions. Nowadays, brands are even using influencers for live videos because this is being considered as one of the most ideal ways to add value to the content so that more people will find it not only interesting but valuable and full of information. The benefits of live video marketing Live videos allow a brand to get connected with its audience on a human level and this type of human touch and interaction is not available in any other form of content used on the digital platform. There are other many benefits of live video marketing and we have mentioned some of them below. Better engagement According to a recent report, it has been found that 80% of the consumers will be more interested in watching a live video than reading a blog from a company. Since video based content is visually more appealing and easier to grasp, people prefer it more than any other form of content. Wider reach Through live videos, you can get connected to millions of people and this is why its reach is better than all other forms of marketing. Because of better reach, you will also have better brand awareness. And since there are no geographical restrictions in live videos, you will never be confined to a certain type of audience base. This is why live video marketing is used to spread awareness about new products and services. Improved customer relationship Since you will be interacting with your customers in real-time and on a human level, you will be able to build a better customer relationship. It has been seen that live video marketing proves to be more effective in building trust and loyalty among customers in comparison to all other forms of marketing. No other form of marketing allows you to interact with your customers personally. So, even if you are looking forward to improving customer relationships, you can use live video marketing. Better conversion rates If you will use live video for your firm then you can easily demonstrate your product instead of moving through the step-by-step process which begins with first explaining how your product works or how it is different from others. So, this way, you can directly show your products to your potential customers and thus you will have higher conversion rates. Even 70% of the marketers out there believe that live video is much better at improving conversion rates than all other forms of marketing. How live video marketing is being used? Live interview with industry experts People on the digital platform are always hungry for reliable information and you can fulfill this growing demand through live videos. If you will start doing live interviews with industry experts then it will surely make people succumb to watching videos since industry experts are trusted among the customers and they will consider them to be a reliable source of information. By doing live interviews with industry experts, you can even work on improving the credibility of your brand, regardless of the size of your firm and the industry domain you are dealing with. Questions and Answers with professionals If you will go through the current social media trend then you will realize that people are more interested in watching Q&A sessions and thus it can be included as a part of your live video marketing strategy. By choosing the right subject of discussion and by choosing the right industry expert, you can easily make Q&A sessions both informative and entertaining. You are not even restricted to a particular type of niche while organizing such sessions since it will allow the audience to get directly in touch with industry experts. Live tutorials You can’t make a person succumb to buying your product through colorful ad banners or catchy taglines only. The modern day consumers are always looking for a strong reason to buy your product or service and through Livestream, you can surely give those customers a solid reason. Through live tutorials of your product or service, you can easily highlight the purpose of the product and thus it proves to be highly fruitful for sales. You should know that live tutorials have even become an inseparable part of influencer marketing as brands have started hiring experts to do live tutorials related to the product or service which makes the Livestream more reliable. But you will have to make sure that your live tutorials are not only about a sales pitch. Live unboxing This is one of the most common types of videos being used on platforms like YouTube by bloggers and customers are more interested in watching these types of live videos since it gives them the first look of the product. People who are crazy about gadgets and other types of products wait eagerly for unboxing videos. But unboxing is not only limited to gadgets now as it is now being implemented to lifestyle-based products as well. So, if you are launching a new product then you can promote your product by asking one of the bloggers related to your industry to do a live unboxing of the product. Live behind the scene Using behind the scene live videos can be a great way to engage the audience since it will give them a view of how their brands work and function. There are many ideas to use a live video on such topics. You can give your audience base a look at the manufacturing plant or you can simply show the working culture of the office. You can even use funny bloopers to make the audience aware about what goes behind the scene and since the customers will also be interacting with you, it will make the audience get connected with your brand on another level. Live video marketing has slowly started gaining popularity among most of the marketers and in order to take advantage of this strong marketing tool, you will have to be aware about the basics of successful live video marketing. Make sure to include platforms like Facebook and YouTube in your live video marketing strategy and use innovative ways to get in touch with your audience in real-time. ...
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What is Marketing Automation? Guide to the automation process
A recent study revealed that the average marketing automation ROI is $5.44 for every dollar spent. Despite this, 28% of surveyed companies plan to use marketing automation in the next two years, and 13% do not. This indicates a significant gap between potential benefits and current usage, attributed to challenges such as a lack of training, complex process setup, and budget constraints. This guide will help you understand the marketing automation process and how to overcome challenges to maximize your business’s revenue and conversions. What is Marketing Automation? Marketing automation refers to using software to automate marketing tasks and processes. The marketing automation definition includes saving contact data, organizing contact databases, sending notifications and reminders, tracking campaign performance, and managing social media posts designed to streamline complex marketing activities for efficiency and effectiveness. How does marketing automation impact the customer journey and its workings? It allows consistent and efficient product marketing using valuable data to engage customers and drive conversions. With marketing automation tools, businesses can target customers with automated messages based on predefined workflows. These workflows can be pre-built templates, customized, or modified mid-campaign for faster results. Why Use Marketing Automation? Marketing automation platforms can do so much, but only a handful of marketers feel they are fully utilizing these tools. The primary reasons for this underutilization include lack of training, the complexity of process setup, and budget issues. A well-defined marketing automation strategy is crucial to utilize these tools and enhance efficiency. However, when implemented correctly, marketing automation can significantly enhance the efficiency of sales and marketing teams, allowing them to focus on strategic tasks and improve customer engagement. Let’s break through your revenue hurdles We find your primary growth blockers, build expert-led strategies, and provide custom data-driven solutions to help you hit your revenue goals. Set up a 1:1 strategy call How to Simplify the Marketing Automation Process? Marketing automation involves a series of steps that enable software to streamline tasks. Choosing the right marketing automation solution is crucial to streamline lead management and handle lead filtering. Here’s a detailed breakdown of the marketing automation process: 1. Define Your Goals Identify what you want to achieve with marketing automation. Integrating marketing automation across the customer lifecycle is crucial for creating long-term relationships and tracking the customer journey. Common goals include lead generation, customer retention, upselling, and increasing conversions. Clear goals will help you select the right tools and measure success effectively. 2. Select the Right Marketing Automation Tools Choose a marketing automation platform that suits your business needs. Popular options include HubSpot, Marketo, Mailchimp, and EngageBay. These tools offer various features like email marketing, CRM integration, social media management, and analytics. 3. Create and Segment Your Database Collect and organize your customer data. Segment your audience based on demographics, behavior, purchase history, and engagement levels. This segmentation allows for more personalized and targeted marketing efforts. 4. Design the Customer Journey Map out the customer journey from awareness to purchase and beyond. Understanding marketing automation work is crucial as it involves utilizing the components, technology, and benefits of marketing automation to streamline and enhance your marketing efforts. Develop workflows for different customer segments and stages in the journey. For instance, using EngageBay, you can automate social media posts, email follow-ups, and personalized messages based on user interactions. 5. Develop Content and Campaigns Create personalized content that resonates with each segment. The marketing team can leverage automation tools to create personalized content and campaigns. Plan your campaigns, including email marketing, social media, and SMS. Automation tools can help you schedule and execute these campaigns efficiently. 6. Set Up Automated Workflows Configure your marketing automation platform to trigger actions based on customer behavior. For example, you can set up workflows to send welcome emails when a user signs up, follow-up messages after a purchase, or reminders for abandoned shopping carts. 7. Implement Lead Scoring Assign scores to leads based on their behavior and engagement. Prioritize leads for your sales team based on their readiness to purchase. This ensures that your sales team focuses on the most promising prospects. 8. Monitor and Analyze Performance Track key metrics like open rates, click-through rates, conversion rates, and ROI. Use analytics to understand what’s working and what needs improvement. Tools like EngageBay provide comprehensive reporting features to help you analyze campaign performance. 9. Optimize and refine Continuously test and optimize your campaigns for better performance. Use A/B testing to refine your messaging, timing, and offers. Regularly update your workflows based on insights and feedback. 10. Ensure Compliance Stay compliant with data protection regulations like GDPR and CCPA. Ensure your marketing automation processes respect user privacy and consent. This builds trust with your audience and avoids legal issues. Turn website into high paying customers We drive business growth by optimizing every inbound channel to attract and convert high-quality clients for you Set up a 1:1 strategy call Types of Marketing Automation Processes Marketing automation streamlines complex processes, allowing for more focused and efficient marketing strategies. Here are six core types: Email Marketing Automation: Enhances customer engagement by handling recurring email campaigns like welcome messages, programmed drip sequences, and timely follow-ups automatically. Social Media Marketing Automation: Streamlines digital presence by prescheduling content, automating post publication, and managing online interactions on multiple social platforms efficiently. Customer Relationship Management (CRM) Automation: Improves customer insights, seamlessly automating the data collection, storage, and detailed analysis of customer interactions and preferences. Customer Segmentation Automation: Boosts campaign relevance by dividing the customer base into specific groups based on distinct characteristics for finely-tailored marketing approaches. Analytics Automation: Simplifies data analysis by generating detailed automated reports evaluating the performance and effectiveness of various marketing campaigns. Advertising Automation: Optimizes ad management, enabling the scheduling, automatic posting, and diligent monitoring of advertisements across diverse digital platforms. Adopting these automation processes can transform how you connect with customers, making every interaction more impactful and data-driven. 4 Examples of Marketing Automation in Action Marketing automation makes things easier and smarter. Here’s how it works in the real world: 1. Loyalty and Reward Programs Brands can automate rewards based on customer actions, such as signing up, referring friends, or reviewing products. Points are automatically credited, enhancing customer engagement and retention. 2. Free Resources Companies generate leads by offering free resources in exchange for contact information. Automation platforms send thank you emails with download links and store the information for future marketing efforts. 3. Welcome Emails Automatically send welcome emails to new subscribers. These emails typically include a thank you note, a brief company introduction, and special offers to encourage purchases. 4. Newsletters Schedule and send regular newsletters to keep customers informed about new products, services, and industry trends. Newsletters can be customized based on customer segments for better engagement. Using these automation tricks can really change the game for your marketing, saving time and making customers happy. Benefits of Marketing Automation Research shows that marketing automation can increase lead generation by 80%, reduce marketing overhead costs by 12.2%, and boost sales productivity by 14.5%. Here are some key benefits: Streamline Marketing Operations Marketing automation platforms streamline operations by taking over repetitive B2B marketing automation tasks. This frees up your team for complex strategies and optimizes time and resources. Understand Your Clients B2B marketing automation platforms collect and analyze customer data, offering insights that sharpen your digital marketing strategies with personalized, effective content. Save Time and Resources Marketing automation saves time and resources, automating routine digital marketing tasks. This efficiency allows your team to focus more on lead conversion and nurturing. Enhance Lead Management With marketing automation, managing and nurturing leads becomes more efficient, ensuring timely, relevant engagement - a cornerstone of successful B2B marketing strategies. Improve Sales and Marketing Collaboration Marketing automation fosters alignment between sales and marketing teams, sharing insights that inform better strategies and aid in achieving shared B2B marketing goals. Boost Customer Retention Automated campaigns via marketing automation platforms keep your brand in constant contact with customers, which is crucial for customer retention and encouraging repeat business in the B2B realm. Want to reduce your CAC to half? Book a strategy call Marketing Automation vs. Account-Based Marketing While both aim to provide personalized experiences, marketing automation targets a broad audience through multiple channels, whereas account-based marketing focuses on a small group of highly profiled companies with personalized messages. Marketing Automation Marketing automation focuses on efficiently communicating with a large audience through various channels such bloss as email, social media, and websites. It's designed to automate repetitive tasks, nurture leads through the sales funnel, and personalize content at scale, based on user behavior and preferences. Its strength lies in its ability to handle high volumes of contacts and its capability in segmenting and targeting these contacts based on automated workflows. Key Features Broad targeting and communication High volume capability Lead nurturing on a large scale Automates repetitive tasks Segmentation and personalized communication Account-Based Marketing (ABM) ABM, on the other hand, is a focused approach where marketing efforts are tailored to specific accounts or customer segments. It involves identifying high-value accounts and creating customized marketing campaigns geared specifically towards those accounts. ABM’s targeted approach fosters deeper engagement with prospects, ideally turning them into high-value customers. Key Features Highly targeted to specific accounts Customized campaigns Deep engagement and personalization Aligns marketing and sales teams Focuses on converting high-value prospects Comparison While marketing automation is about reaching as many people as possible to generate leads and automating communications to nurture these leads, ABM is about focusing intensely on a smaller group of high-value accounts with the goal of converting them into customers. Marketing automation is useful for broad-based marketing strategies, whereas ABM suits companies looking for a targeted approach. Choosing the Right Strategy Deciding between marketing automation and ABH depends on your company's size, goals, and resources. Automation is ideal for broad reach and engagement. ABM might be more effective for tailored relationships and high conversions with key accounts. Many companies find that using a combination of both strategies optimizes their marketing efforts. Understanding these two strategies' unique capabilities can empower a business to target and engage with its audience more effectively, potentially leading to increased sales and customer loyalty. Common Marketing Automation Integrations In today's fast-paced digital world, using the right marketing tools can really help your business run smoother and improve your marketing. Let's see how different technologies work well with marketing automation to make things better. Customer Relationship Management (CRM) Software: This integration streamlines sales and marketing by connecting interactions and tracking leads, ensuring cohesive strategies across teams. Social Media Management: Marketing automation tools include features for managing social media, enabling scheduled posts and analysing engagement to optimize campaigns. Account-Based Marketing Software: Tailors marketing efforts to high-value accounts, ensuring personalized engagement and fostering deeper business relationships. Enterprise Resource Planning (ERP): Integrates with marketing automation to manage operations and centralize data, facilitating informed decision-making and efficiency. Email Marketing: Automation expands outreach by enabling the scheduled sending of personalized emails, enhancing engagement and conversion rates. By using these tools together, businesses can really step up their marketing game, ensuring they manage things better and get great results in attracting and keeping customers. Conclusion Marketing automation is a powerful tool that helps businesses target customers more effectively, streamline processes, and enhance customer engagement. By implementing marketing automation, companies can focus on essential tasks, create personalized client experiences, and boost revenue and conversions. At Saffron Edge, we've experienced the transformative power of marketing automation. By leveraging automation tools like HubSpot and Salesforce for our clients, we've witnessed a substantial uptick in lead generation compared to our previous methods. The result has been a more focused approach to our essential tasks in SaaS marketing and the creation of highly personalized client experiences that drive revenue and conversions. ...
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