Digital technology is changing the way businesses communicate with their customers. Solutions like sales automation software help streamline the sales process and enable businesses to effortlessly connect with customers at multiple touch points along the sales journey. Sales automation software is one of the key growing trends of 2017, but businesses need to be careful they don’t lose the personal touch in their automated communication. To take advantage of the business efficiencies automation brings and still retain a one-to-one relationship with customers, you require the right strategy and systems.
The Powerful Role Personalization Plays In Sales
Personalization is the key to standing out in today’s cluttered digital landscape. A DemandGen report shows that leads who are nurtured with personalized content produce a 20% increase in sales opportunities. This is not surprising as it makes sense that prospects are more interested in reading content that is relevant to their interests and needs.
If businesses engage prospects and customers with personalized content, they are for more likely to see a positive response. This is supported by the Harvard Business Review which states that customers who perceived that a suppliers’ content was tailored to meet their specific needs were 40% more willing to buy from that supplier.
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How To Balance Automation With Personalization
Sales automation software enables sales teams to focus on the business of selling instead of arduous, repetitive tasks like supplying follow-up content and customizing templates. It’s important, however, that automated content does not become impersonal as it will fail to engage the customer and sales will suffer as a result. To prevent this from happening, consider the following:
Customize Your Content
Social media channels are not all the same. Every platform has a different purpose. Facebook is perfect if you want to write longer posts and upload videos. It’s also the ideal place to cross-link to your blog platform. Twitter, on the other hand, is not the place for words. Images work extremely well, as do thought-leading comments and groundbreaking news. There is a 140-character limit so keep your statements succinct. LinkedIn is the ideal place to post more business-related content. Keep your articles and updates focused on the industry your business is in and focus on your specific products and services.
Don’t Schedule Your Content Too Far In Advance
Customers take to social networks for the latest news and articles. If you schedule posts too far in advance, you’ll be unable to ride on the back of the latest news and trends.
Use Real-Time Interaction
Automated content on your social media platforms should not replace real-time interaction. All customer and prospect comments should be personally responded to. Personal engagement will help build relationships and go a long way to closing leads faster.
Address Your Customers Personally
Always use your recipient’s name when you send automated content. This is the first step to email personalization. In a study of over 24 billion emails, Mailchimp found that including a contact’s name in the subject line (either first, last or both names) improved open rates. The most significant results were observed when both first and last names were used.
Analyze Your Performance
Don’t automate your content and then forget about it. As your business goals change, so too should your automation software strategy. In order to sell smarter, you need to see what content is performing well on your social media platforms in terms of likes, shares and comments.
You should also analyze the performance of automated email content. You need to know if your content is being viewed, what aspect of the document your customer or prospect spent the most time reading, and how many times it was forwarded and opened. Detailed analysis like this will help you refine your content and ensure you are only automating content that resonates with your leads and customers.
Use PandaDoc To Build Relationships With Automated Emails
In order for sales teams to be effective in 2017, they need a simple, integrated content management process that aligns both sales and marketing. PandaDoc’s single platform provides an automated all-in-one solution that has helped businesses increase productivity by up to 800% and cut document creation time by 50%.
PandaDoc Partner Program’s mission is to help sales consultancies go to market with a service that will impact sales content productivity for their clients. If you’d like any assistance or advice regarding sales automation software, get in touch and a PandaDoc sales enablement expert will help shape your client’s content management processes in 2017.