In online marketing automation can lead to tremendous
results. Organizing the flow of traffic is a primary requirement that does not
only concern the sites that make large numbers, but also the others that act in
a niche rather narrow. So what does it mean in layman’s terms to automate
marketing to increase sales? Let’s see first what is the automation of
marketing processes and then see closely how to exploit it to sell more our
products and services.
The Internet traffic, as it may seem a random mass and
formless, is actually composed of events. These events are segmented and
identified according to the metrics that today’s technologies allow us to
At the onset of the Internet the first counters of visits
were able to identify a few variables within a simple visit: the country of
provenance, the time and the duration of the visit, the IP address of the visitor.
Over the years, more and more precise tools have allowed us to infer a lot of
So much so that the visit of the individual is no longer
worth as simple numerical data to be subject to a total calculation (today I
have 30 visits, in one month I will have 1000), but it is a priceless source of
information that can be organized to better identify the Events and decide how
The automation allows, in essence, to route the events
through measurable paths, obtaining an overall picture that allows us, at the
end of our analyses, to adopt automatic systems. Everything is then played on
the prediction of the event: a certain page will develop a number of visits,
these visits lead to the compilation of a form of contacts. However the scope
is very broad.
Measurable events within a site depend on the actions that
we intend to submit to the user. If we want you to fill out a contact form we
literally have to take it to the site through the use of call-to-action.
If we want traffic from search engines we have to make
effective landing pages or dense articles and rich in quality content. All
these events are automatable through systems that can be managed in bulk and
programmable over time. Here are some of the most useful automation systems
that every site should use, if they really want to increase sales and make the
Fortunately, there are platforms like hubspot that allow you
to automate a series of events, in a complete and easy-to-implement suite that
will completely improve the operation of a site.
The first point to take into account is the analysis of the
traffic through the interpretation of the sessions, the data provided by the
users and their behaviour. As we have already explained in this detailed
article, a statistic log is essential to observe from within what visitors do
on our site. By crossing the collected information we can extract a faithful
picture of the activity on the pages of the site, reacting accordingly.
Manage landing pages, call-to-action and landing pages
A landing page is literally a landing page, which is the
page designated to get the qualified public. The landing page is characterized
by the extreme effectiveness of its message, aimed at making an action. The call
to action is usually through a button, a banner or a textual link.
It is called Call-to-action because it has the task of
pushing the user to perform a certain action. This is “instigated” by the
landing page message, which then acts as the engine of the entire behavior. It
is clear at this point what the automation is for in this situation: to obtain
that the users who have taken the action requested by the landing are placed
within a manageable process with a single operation from the backend.
As a rule, landing pages have the task of skimming upstream
traffic, almost always generic, but call-to-action can be expected at the end
of each item. It will then be the nature of the article to determine what kind
of call-to-action we should put, but ultimately what we want is that the events
after the action are manageable with single massive operations. The goal is to
avoid wasting time.
The most typical action requested to the user at the exit
from a landing page is to subscribe to a contact form to activate the
subscription to the newsletter. Once the inscription is obtained, a list is
created, which can be handled automatically through programmed submissions.
These submissions do not only have the effect of cutting traffic management
time, but above all reinforce the link between the user and the owner.