For any company that wants to win over the public and improve its results, it is safe to say that, in this case, communication is the soul of the business. But in a world increasingly used to digital, how to make a sales flow that generates results? For this, the service and the sales process must also offer the convenience and ease achieved with solutions in the online world.
To be within this scenario and make it a way to generate more sales, it is possible to carry out this communication through an automation flow, that is, the use of technologies to optimize actions and generate results.
In this content you will see:
- What is digital marketing automation?
- Humanization vs. robotization
- Nutrition flow for sales campaigns: the 5 practices
- Use different platforms
- Customized messages
- Structure the flow well
- Do A/B tests
- Program the wait
- Put the tips into practice!
But for it to be effective, some practices and steps in the construction of this flow must be followed. To know what they are and the benefits they bring and how to organize the sales process flowchart, grab a pen and paper and continue reading this blog!
What is digital marketing automation?
Automation is, as its name suggests, a way to make processes that would otherwise be manual programmable to reduce the time spent on bureaucratic work and increase the speed of processes.
With the possibility of automation, the team's work demand is no longer something massive and slow, as it requires the repetition of the process several times, and becomes a possibility to better use the team's expertise for other activities, aiming at increasing results.
This type of investment is a way of doing, with technology, everything that was previously the responsibility of several people. Increasingly assertive, automation can be done with several objectives, including improving the sales process flow. Being able to be applied on different platforms, this feature is a practical and quality solution for small and large companies.
Humanization vs. robotization
The use of this resource to trigger messages and even interactions raises one of the main questions, which is: can this tool remove the humanized side of every sale? A plausible question, however, the answer is simple: no.
Automation is performed by humans. The first process and the structural part are done by the team, giving color and life to the message that is conveyed. The technology just does the shooting, spreading what is to be said to as many people as possible in much less time.
In addition, all phases are pre-programmed, and if there is a specific return, the team will be ready to answer any questions. Therefore, it is safe to say that the language will only be robotic if the text is constructed in this way. By the way, you must have already received sales emails that were automated, but with a well-built team writing.
You know that discount email especially for you? Automation. Thank you in the email when downloading an ebook? Also automation. That cell phone message directed at you about a pain or need? That's right! Automation. Update via Whatsapp message about your long-awaited delivery? So it is! Automation. This is not synonymous with bad, on the contrary, it is a sign of efficiency.
Nutrition flow for sales campaigns: the 5 practices
For automation to positively impact the sales flow and generate excellent results, it is necessary to pay attention to some points that can make all the difference during this process. Want to know best practices when organizing your shots? Check out, below, 5 good actions to be put into practice!
1.Use different platforms
With automation, it is possible to use different channels of the flow to convey the message in different ways. The more data and contact information, the greater the shooting possibilities to effectively reach the potential lead. Some alternatives are:
- messages email marketing;
- Sending SMS;
- trigger messages on whatsapp.
Only with the union of these three items is it possible to insert, in the flow, different types of messages and delivery platforms, being less likely that the user will see this as something uncomfortable and want to leave your campaign email list.
2.Customized messages
Personalization, especially in automated emails, is essential. That is, take advantage of your lead's data to build a conversation so that he feels the only sender of that shot. The simple use of the sender's name at the beginning of the text is already responsible for:
- Cause an impact;
- Create a sense of closeness, personality and exclusivity;
- Draw attention.
With these three items at the beginning of the message body, the reader is more likely to read the rest of the message and get to the call to action you entered. This is because everyone wants to have the feeling of exclusivity.
This is an item that fortifies reliability, making the sales process something to consider. If you want to get the caller's attention, start by calling them by name. Avoid generic terms that don't bring personality to your communication rule.
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How to decrease the rejection rate and increase the conversion;
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Which are the best tools to optimize a website?
3.Structure the flow well
When organizing your sales flow, consider different scenarios and paths. This question is important so that you don't lose connection with the reader and be prepared for different reactions. Therefore, for the sales process, the flowchart is your greatest compass for creation.
After creating the user journey map in the flow, build texts consistent with each of these steps, trying not to be repetitive and avoid generic content, which do not add value to the message and which do not make sense to who you are talking to, therefore, have a well-defined persona to whom the content will be directed.
4.Do A/B tests
To achieve better results, it is always important to do tests to understand what works best when getting the message across. Sometimes it is possible that even aligning the message with the flow step, the email does not achieve the results that were expected, and this can happen for several reasons. Here, the goal is to find them and decrease bounce rates by qualifying and optimizing the content.
Therefore, it is extremely important to carry out A/B tests before shooting.
5.Program the wait
For every programmed message, it is necessary to consider something very important: the time that will be spaced between one shot and another. This is one of the main points for those who do not want to generate friction between the company and the lead, who may consider the excess of messages something uncomfortable and, as a consequence, unsubscribe from their database, becoming a loss on the way.
That said, respect the time for the next flow step, after all, no one likes to receive several insistent emails, right? So, try to be as pleasant and respectful as possible about it to create a relationship of trust.
Put the tips into practice!
Following these 5 golden tips, your automation will be ready to fire and bring positive results to your sales and lead nurturing flow. Pay attention to each of the points and seek to improve more and more what is being sent to potential customers.
Do you want to know more about the automation universe and the importance of continuing to optimize this process? Read the content “Marketing Automation and CRM: Why is it important to use them together?” and be even more prepared to implement automation and have amazing results on the journey!
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