The marketing automation can be used in many ways, easing tasks related to lead generation, segmentation and nurturing, among many other activities. Check these must-see tips to improve your relationship with customers using marketing automation.

Different from what most people think, the “automation” isn’t something negative, like it was a cold machine that just answers what it’s programmed to answer. Actually, one of marketing automation objetives is to give more personalized experiences to your leads and customers, creating a stronger bond with companies.

The customers’ behaviour changed: now, before making a purchase, they research about a company and their products, in the same way they already reach to buy with knowledge, and they hope that the same thing happens on the other side, in other words, that companies know your needs.

How to improve the relationship with customers

Get to know your audience: the first step to start improving the relationship is to know your customers. More robust marketing automation platforms offer full reports about each customer interation in your site or nurturing flow, what eases the decision-making of strategies that will be developed according to your contacts’ behaviour.

Segment your contacts base: after knowing your audience, it is important to segment your base according to the preferences and interactions. That can be made by creating marketing automations that add contacts to specific lists according to their actions, for example, contacts who subscribed receive a newsletter, contacts who opened the welcome email, who visualized a certain product, who downloaded an ebook, among others.

Create personalized actions: the differential of marketing automation platforms is the facility to integrate CRM and email marketing tools, so that contacts can be added to lists which will be used to send relevant content according to their preferences or an email with a special offer according to the buyer’s profile. This way, with just marketing automation, it is possible to track the contact’s actions, add him to a specific list and send him a personalized email according to his behaviour.

Raise the interest on your company: that leads us to a new step in building up a relationship with customers: nurturing. The contacts like to receive relevant, personalized content. That increases the credibility of your brand, after all it means that you are interested in offering the best to your customers. This way, the contacts can be more confortable to interact with your company.

Sell only at the right time: it is also important to know which is the best time to contact a lead to offer products and concentrate the selling efforts. Many of the contact’s interactions and information, like page views and data from forms, can facilitate the decision, which has to be carefully taken! Selling to a contact who is already aware of his needs and knows your products and services is a victory, but there’s nothing more frustrating, for both the lead and the company, than trying to sell to someone who’s not ready to buy. Dependind on the case, that can drive future customers away from your company. Be careful!

The key for building a good relation with the customer

Don’t waste opportunities of improving the relationship with your contacts using marketing automation! When customers pass through a good purchase experience, they rate your company positively and recomend it to friends and relatives. If not, the negative reviews will have a much heavier weight on new customers’ decision of buying products or hiring services from you. In many cases, contacts desconsider companies due to complaints and bad costumer service to people who are already customers.

Create a good relationship with your customer, make the first contact with your lead a warm reception, as opposed to cold, feelingless lines like “Thank you for subscribing”, and keep a friendly, personalized communication from the top to the botton of the buyer’s journey. Remember: the first impression is what counts!