It’s right to say that for every company who wants to win over the audience and increase the results that in business, communication is everything. However, in a world increasingly familiar with the digital midst, how is it possible to create a purchase flow that brings results? To do so, the service and the purchase process must also offer facility and convenience with online world solutions.To be into this scenario and to do this in a way that leads to more purchases, it’s possible to perform this communication through a communication flow, in other words, using technology to optimize action and to bring results.
However, to be effective, some standards and stages in building this flow must be followed. To know what are the benefits that are brought and to know how to organize a flowchart of the purchase process, grab some paper and a pen and keep reading.
What is marketing automation in digital?
The automation is, as the name suggests, a way to render manual processes programmable to decrease the time spent in bureaucratic jobs and increase the processes speed. With the possibility of automation, the team’s job demand ceases to be massive and slow - once it requires a process repetition - and becomes a possibility of taking the team expertise as an advantage to other activities aiming the increase of results.
This kind of investment is a way to make with technology everything that was a responsibility of several people. Increasingly assertive, automation can be done with several goals, including improving the purchase process flow. Once it can be applied in different suites, this resource is a practical and high quality solution to small and big companies.
Humanization x Robotization
The use of this resource that can send messages and even interact with people brings up one of the main questions: does this tool take off the humanized side of the purchase? It’s a reasonable question, however, the answer is: no. Automation is still processed by humans.
The first process and the structure are made by the team, painting colors in the messages that are sent. Technology only does the shot, making known what has to be said to the greatest amount of people in the lowest time possible.
Besides that, all stages are previously scheduled, and, if there is a necessity of a specific return, the team will be ready to answer any question. So, it’s safe to say that the language will only be robotized if the text is built in this way. You probably have received some purchase emails that were automatized, but with a good copywriting built by a team.
Do you know that email with a special discount just for you? Automation. And that one thanking you for downloading an ebook? Also automation. That one message directed to you about a pain or need? Guess what? Automation. WhatsApp message updating about some delivery? Well… Automation! That’s not a synonym of bad thing, on the contrary, it’s a sign of efficiency.
Nurturing flow to purchase campaigns: the 5 standards
For the automation to positively impact the purchase flow and to generate great results, it’s necessary to pay attention to some points that can change everything during the process. Do you want to know the best standards when organizing your sendings? Check below five good actions to be put into practice.
1. Use different suites
With automation, it’s possible to use different channels of the flow to deliver the message in different ways. When there is more data and contact information, the more are the possibilities of release to get into the potential lead in an effective way. Some alternatives are:
- Email marketing messages;
- SMS sending;
- Whatsapp Sending.
Only with the union of these three items it’s possible to insert on the flow different kinds of message and sending suites, decreasing the possibility of the user seeing this as something inconvenient and that wants to unsubscribe for your campaign.
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2. Customized Message
Customization, maily in automated emails, it’s something essential. In other words, take advantage of the data of your lead to build a conversation in a way the lead feels the only receiver of that sending. The simple use of the receiver’s name in the start of the text helps to:
- Causing an impact;
- Creating the sensation of closeness and exclusivity;
- Causing a stir
With these three items in the beginning of the message it’s more probable that the lead reads the rest of the message and reaches the call to action inserted by you. That happens because everybody wants to have the sensation of exclusivity.
This is an item that fortifies the confiability, helping the sales purchase to be considered. If you want to cause a stir in your audience, start calling them by the name. Run for generic terms that don’t bring a personal ton of communication flow.
3. Make a good flow structure
When it’s time to organize your purchase flow, consider different scenarios and paths. This is important for you to keep the connection with the reader and be ready for different reactions. So, for the purchase process, the flowchart is your greatest creation compass.
After building the buyer’s journey map in the flow, it’s time to build text compatible to each of the stages, trying to not sound repetitive and keeping generic content that won’t add value to the message and that won’t make sense for whom you’re talking to. That’s why you need to have your persona well defined to direct the content.
4. Make A/B tests
To reach better results, it’s always important to make tests for understanding what works better when it’s time to deliver the message. Sometimes, it’s possible that the email doesn’t get the expected result even if the message is aligned with the flow stage and that can happen for several reasons. Here, the goal is to find these reasons and decrease the rejection rate, qualifying and optimizing the content.
That’s why it's super important to make A/B tests before the releases.
5. Schedule and Wait
For each scheduled message, it’s necessary to consider something very important: the gap between the releases. This is one of the main points for those who don’t want to wear out the relationship between the company and the lead - that can consider as a discomfort the message overflow and, as a consequence, unsubscribe to your database, losing their way.
Said that, respect the time for the next stage of the flow, after all, no one likes to receive several insistent emails, right? So, try to be the most pleasurable and respectful as possible to create a trustable relationship.
Put the tips into practice!
Following these 5 tips, your automation will be ready to release and to bring positive results to your purchase flow and lead nurturing. Pay attention to each one of the standards and try to improve increasingly what is being sent to the potential customers.
Do you want to know more about the universe of automation and the importance of keeping optimizing the process? Read the content “Marketing Automation and CRM: why is it important to put them together?” and be prepared to implement the automation and bring incredible results to your journey!