Marketing Automation

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WHAT IS EMAIL MARKETING AUTOMATION?

“a software platform that helps you to automate your marketing and sales engagement to generate more leads, close more deals, and better measure marketing success … the bridge that aligns marketing and sales” ~pardot

Marketing automation refers to a type of technology that allows digital marketers to automate certain marketing processes and multifunctional campaigns across multiple channels. Marketing automation can help you reach your contacts faster, increase engagement and centralize lead management reporting to help align your marketing goals and increase digital marketing ROI.

Commonly associated with email marketing, marketing automaton can be used for so much more. Automated messages can be sent to customers via email, social media channels and even SMS text messages. A common scenario is the launch of an email message after specific action has been performed, such as a form submission.

Marketing automation platforms allow your financial institution to deliver personalized communications at the right time and at scale.

What can marketing automation do for my financial institution?

Marketing automation tactics can benefit financial institutions in several ways. Reduce the lag time between lead generation and follow-up to increase conversions. Keep customers engaged with social media posts and personalized emails. Email marketing automation gives you the time to more quickly and efficiently send personalized emails which can result in higher engagements levels and cross selling. Ernst & Young reported that 40% of customers said they would be more likely to stay with their financial services provider if it offered more personalized service.

Generate Leads:

  • Uploading specific client data and getting alerts about content they’re interacting with on the website (e.g. business client viewing lines of credit page)
  • Deliver new blog posts to subscribers
  • Offer secondary conversion actions if a user isn’t ready to fully commit (e.g. first time home buyer guide download)
  • Customized product lead forms with follow up emails
  • Landing page creation

Convert Leads:

  • Customize emails with variable data (e.g. mention the closest branch for each customer, use different imagery or content)
  • Customize landing pages with variable data
  • Sales team alerts
  • Lead scoring
  • Behavioral email marketing
  • Sales CRM
  • Enhanced analytics and reporting

Engage Customers:

  • Deliver onboarding email drip campaign
  • Solicit online reviews
  • Promote branch events
  • Deliver NPS surveys
  • Profile-based targeting for cross-selling email campaigns
  • Segment customer data, then export for other marketing channels (like Facebook Ads)
  • Time-specific communications (e.g. turning a certain age, change of address, birthday, etc)
  • Publish updates to social media profiles

Manage Operational Communications:

  • Account alerts and bank updates
  • Informational emails sent to customers after they take out a loan or new product
  • Deliver compliance communications

Why Does Marketing Automation Matter?

Marketing automation doesn’t just increase efficiency and save on resources. It gets results. Marketing automation generates significant new revenue. According to HubSpot, companies that automate lead management see a 10% or more bump in revenue in 6-9 months and businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects. Almost 50% of businesses are using some form of email marketing automation, and in the U.S. marketing automation software is expected to grow 20% annually.

Leveraging automation can also serve to accelerate other digital marketing efforts. By making automation part of your digital strategy you can perform marketing tasks and gather data in a fraction of the time. Marketing automation will help you gain insights into the entire interaction history of everyone who visits your website.

Marketing Automation Agency vs In-House Management

There are many tools for various marketing automation functions. Researching email marketing automation software, social media platforms, and learning the ins-and-outs of digital advertising can be time consuming. A digital marketing agency employs marketing specialists that are familiar with automating emails, scheduling social media, and monitoring and reporting on SEO and PPC. The agency will do all the behind-the-scenes work and then provide you with the necessary insight and knowledge to help you take advantage of the latest marketing automation tools. A marketing automation agency and will tie everything together to segment your clients and prospects and get the right messages to the right audience.

Marketing agencies have the time, skills, and technical knowledge to create, execute, and manage your marketing automation. The agency does the leg work driving traffic to the website and nurturing leads, so their client can focus on closing deals and other initiatives.

Why Partner With BankBound?

BankBound works exclusively with community banks and local credit unions. Our experienced digital marketing specialists stay current with digital marketing and financial industry trends. They are certified in various marketing automation platforms. Our expertise in the banking industry coupled with shared insights from our existing clients allow us to truly become an extension of your marketing team. We are more than just a marketing automation and lead management agency. We go the extra mile for our partners and ensure online marketing efforts match with offline campaigns and leverage data to ensure the best possible ROI.

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