How to Build Automations in ActiveCampaign?
Stunning visuals and compelling content are key to great campaigns. But you can’t do it alone. Find out why you need automations and how to start.
Effective marketing campaigns can generate leads and a higher conversion rate. And that equals more money for you.
But there’s a better way to do it.
The automation tools in ActiveCampaign can help you with a variety of tasks. Qualifying leads, gathering data, and executing real-time interaction with customers are just a start.
And it’s all bundled into one program.
Take a look at how automations work and how to get started.
Why Do You Need Automations in ActiveCampaign?
ActiveCampaign’s Marketing & Sales Automation feature comes with a variety of benefits. For a start, you can use it to streamline various marketing and sales processes.
Marketing is time-consuming. But even the best-laid plans go awry if you don’t take care of the details. Automation can take care of those pesky details so you don’t have to worry about them.
Some marketing automation perks include:
Automated Email Follow-Up
Timed email sequences, or drip sequences, are a basic way to get your emails out. But it treats all of your contacts exactly the same.
Instead of cookie-cutter emails, create intelligence-driven follow-ups that treat each customer differently.
Sometimes who they are and what they’ve done makes a difference. So, make your emails relevant. Send different messages for different situations.
Reactions in Real Time
A program that reacts to customer behaviour in real time can personalise visitor experience. And it also improves overall customer satisfaction.
Use automations to perform different actions depending on what a visitor does on your page.
Do you have customers who constantly look at the pricing page but have yet to make a purchase? Create an automation to respond to this.
For example, you can set an automation to send out an invitation to schedule a time to speak by phone. If they have any questions about your product, you can answer them. And eventually, you turn a lead into a conversion.
Create Contact Profiles
Finding out about your visitors can help you create targeted marketing campaigns. And using an automation can help you gather that data.
See how visitors interact with your website and gain insight into their interests. From there, you can follow up with the right products, offers, and content tailored for them.
Automations can also help with sales processes. Once you get a visitor through the proverbial door, it’s time for your sales processes. Create automations that can help with this and improve your sales.
ActiveCampaign automations have a variety of sales benefits like:
Qualify and Distribute Leads
Once you determine your target market, it’s time to score them. Automations help you evaluate the leads that come in using a multi-dimensional scoring system.
Define parameters that increase a customer’s score. Track their actions as they interact with your marketing materials like emails and websites. Once they reach your determined threshold, you can have the lead distributed to a salesperson automatically.
Automate Deal Updates
Do you spend a lot of time tagging customers and creating tasks?
Increase efficiency and productivity by using automations instead. They can add updates for you and move deals through your sales process automatically. This can free up your sales team’s time for more important things.
Building automated processes is an enormous endeavour. At least, it would be if you tried to do it all at once.
Long and complex processes have a lot of moving parts to keep track of. You need to track goals and put the right If/Else conditions. Also, you need to make sure that you have all the contacts entered in the system.
That seems like a lot of work, right?
You don’t have to complete this all at once.
Instead, create smaller and more manageable modules. Smaller automations are easier to troubleshoot and correct if needed. They’re also easier to train the rest of your team.
Insert Contacts at Specific Points
Modular automations allow you to insert contacts at specific points. This helps to ensure that customers have the experience you want them to.
To do this, just drop the data into the automation where you’d like them to start. You can’t do this with giant automations. So, this keeps quality interactions in your control.
As you can imagine, making updates on a long automation is complex and time-consuming. You also run the risk of making small mistakes that could affect your entire automation.
However, smaller modular updates are more manageable. Simply replace the one section that needs updating.
Tips for Getting Started
Now that you know what to expect, it’s time to incorporate automations. But before you do, here are a couple of tips to get started:
Tip #1 – Assessments
First, it’s a good idea to assess the automations you currently have in place. Look for multiple Goal actions. If you have a few Goal actions, you can split the automation into separate modules.
It’s easier to control the automation process if you only have one Goal to contend with per module.
Tip #2 – Change Your Thinking
Your automations are functions, so it’s time to start thinking of them like that. Identifying functions can help you when you create new automations.
If you have multiple functions in mind, you may require multiple automation modules.
Remember, one Goal per module is easier to manage. So rather than creating one complex module with multiple Goal actions, try breaking them up.
Think of automations as a collection of functions that create a customer experience. You may have one function for a new lead and another one for added tags. You’ll also create a “deals” function that leads to your CTA.
Each individual module is simple to change and update as needed. And the changes don’t affect the other modules in your process.
Automate Your Processes with ActiveCampaign
ActiveCampaign has a variety of automation solutions on the platform. But most business owners may find the Marketing & Sales feature is all they need.
You don’t need to create long and complex automations to make them work for you. Think of individual functions instead and divide your process into modules. Not only does this streamline your marketing and sales process, but it’s also easy to incorporate.
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