eCommerce automation improves the accuracy and relevancy of messaging and helps businesses save time by reducing redundant tasks. If you're not using an automated workflow to streamline your marketing efforts, continue reading to discover how eCommerce automation can be used to attract, engage and delight customers at any stage of the buyer's journey.
Automated Workflow: How Does It Work?
An automated workflow is a fancy name for a marketing automation tool that triggers timely and pertinent actions based on specific criteria. Integrating automated messages and trigger criteria allows eCommerce businesses to effectively scale their marketing efforts.
Customize, automate, schedule and compose messages to as large or as small of a group as you'd like. This measurable automation makes it easy to tailor messaging and marketing efforts to a certain segment of prospects, leads or customers that take a specific action on your site.
Automated workflows allow eCommerce businesses to automatically push consumers through the buyer's journey based on every interaction they have within a site.
Attracting Your Audience
Before creating an eCommerce automated workflow, ask yourself what types of prospects you want to attract. Once you determine a target audience, you will need to create content that entices prospects to learn more about your brand. Successful brands typically offer a solution to their customers' problems.
Here at Groove, we like to use HubSpot to create workflows. HubSpot automated workflows can be used to promote new content, capture abandoned carts, follow-up with customers post-purchase and so much more. Use an eCommerce workflow to attract your audience with welcome emails, product recommendations and so much more.
Engaging With Your Audience
Engage with your audience and nurture your leads by using an eCommerce workflow to further educate your audience on why your product or service is superior to alternatives. Be sure to effectively articulate your brand's purpose and show how your brand solves customer pain points.
Send very specific offers or messages to a group of prospects. It's up to your business to determine what you want the enrollment criteria to be. For example, you could set the criteria to enroll contacts who have viewed a specific product x amount of times or those who have viewed a specific page for longer than x seconds.
Converting Your Audience Into Customers
There will come a time when a lead is not sold on your product or service's ability to solve their problem. Some may unsubscribe quickly and others may wait around to learn more about your brand's purpose or industry expertise.
Customize your messaging and include one bold call-to-action (CTA) that encourages conversion. Do you want this segmented audience to request a demo? Request a product sample? Add additional items to their shopping cart? Schedule a call?
The possibilities are endless, and automated workflows allow your brand to stay in contact with your target audience over a period of time. Just be sure to optimize your messaging so that the receiver understands how your business can solve their problem. Do this by including case studies, blogs, videos, product reviews and more in your automated emails.
Once your leads convert into customers, it's important to focus on continuing to earn their business. Your marketing efforts should not end once a lead becomes a customer. Instead, continue to nurture the customer relationship and delight them so that they turn into an evangelist for your brand.
Whether you implement a customer loyalty program or set up an automated workflow for promotional events, making your customers feel valued is key to increasing customer retention. Try setting up an automated workflow for high-spending customers to have exclusive access to new site content or first rights to shop new inventory.
Whether you're just getting started with eCommerce automation or are looking to improve your overall marketing strategy, we're here to help! From sales enablement and email marketing to paid media support and eCommerce SEO, Groove Commerce offers marketing services designed to help grow your eCommerce business. Just use the form below to contact us with any questions or concerns, and a member of our team will be in touch soon!
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