As our British friends would say, fish and chips, tea and biscuits or gin and tonic, some things are better together. The same can be said for marketing automation software and WordPress.
While you can use a marketing automation platform on its own as a standalone tool and use a WordPress site on its own to publish content that will attract potential buyers, when you integrate these they become truly powerful. The synergy between a formidable publishing tool like WordPress and the capabilities of a marketing platform should not be underestimated. They complement each other to provide an optimized user experience for your website visitors, creating a digital platform that brings success from your marketing.
More than just the sum of their parts
Many businesses choose to integrate their website with at least their CRM, so that the results of outbound email campaigns can be logged and tracked. But going a step further and integrating with marketing automation provides so much more. WordPress is widely considered to offer the best content management system. Not only is it highly customizable and great for integrating with third-party applications, such as add-ons or custom solutions, but it also provides a great platform for publishing content. Since content lies at the heart of an inbound marketing campaign, measuring and acting on how that content is accessed is the obvious route – using marketing automation. Adding marketing automation to an outstanding CMS like WordPress isn’t just adding one and one and getting two. In combination, they provide a synergistic quality, providing much improved functionality for your website.
Your website as your agent
Even if you don’t sell through your website, it still serves as the main channel that can deliver information, engage potential customers, and capture leads. Therefore, it makes sense for your website to be like your agent, promoting and publicizing your brand, products and services. You want to drive traffic to your website, and by integrating a marketing automation platform with your WordPress site, you can track visitors, segments and prospects, and nurture leads, allowing your marketing function to hand over well-qualified leads to sales.
Attract and understand customers
WordPress is well known for its strengths when it comes to SEO. And if you add one of the respected SEO plugins to your WordPress installation, its SEO capabilities are further enhanced. Along with this potent SEO functionality, a strong marketing automation platform can really become the driving force behind your marketing. They combine to deliver an integrated marketing experience for your customers that helps attract interested potential customers to your website.
With inbound marketing, you can’t automatically know the people who visit your website. It’s not like outbound marketing where you address them by name and invite them to visit. But with the added functionality that comes with marketing automation, you can discover who is visiting your site and even gauge how interested they are in buying from you. In turn, you can sell more effectively to your potential customers.
Omni-channel marketing
One of the cornerstones of successful marketing is to be present in all channels where your potential customers might be. Your hyper-connected customers expect to be treated consistently across channels, without necessarily seeing the same message in all places. When you use marketing automation and WordPress together, you not only give your potential customers a consistent message, but can also deliver a true omni-channel experience by tracking their interactions across channels and delivering content accordingly.
The bottom line
Both WordPress and marketing automation systems are strong tools in their own right, but together they deliver a truly great digital solution. The well-known marketing automation packages like HubSpot, Eloqua, Pardot, and Marketo all work seamlessly with WordPress. WordPress provides the platform and the content; marketing automation analyzes customer visits and interactions and delivers the right content at the right time. Together, they inform you about your visitors and give you the insight to determine how interested they are in buying from you. They collaborate and combine to form a powerful digital marketing solution that ultimately means you can sell more effectively as more potential customers will trust you and buy from you. The bottom line is that WordPress and marketing automation together can contribute to your business’ bottom line.