Marketing automation will promise you big things including more sales, leads, and conversions with less work. Businesses that use marketing automation report increases sales and leads that drive an increase in sales by 14% and reduction in marketing overheads of 12%. Automation gives marketing professionals exciting opportunities for enhanced customer experience, cost reduction, and greater efficiency. It is not hard to embark on marketing automation for your brand even though it may appear to be intimidating. Here are some of the ways you can slot marketing automation in your business strategy;
- Redirect Focus to Strategy
The primary objective of automation should be to enhance efficiency. Marketing projects may place great demands on the resources of your organization. Marketing automation will free up your time so that you can focus on the tasks that will need the unique expertise of your team members like client interaction and strategy. The automation process will take good care of analytics, market research, social media management, content scheduling, lead nurturing, and customer communications. Therefore, marketing automation will lead to better efficiency and increased productivity in your business.
- Reallocate Budget
Efficiency is a critical mechanism and team members should have the time of focusing on their core activities. It will make them more productive and deliver projects faster without investing in more staff members. Marketing automation will eliminate the drain or repetitive tasks so that you can get the most from experts.
- Support Customer Interactions
Effective communication is critical to nurturing a potential client relationship and leads. However, your team should not spend all day at work responding to emails. You can send automated emails to your audience to keep them engaged and informed. The communication will go out in a timely manner without any additional input from you.
- Gather Meaningful Analytics
Automation software normally gathers and analyze data about campaign success, sales, customers, and leads. It will help marketing professionals how effective their past and present campaigns are and use the information to lay strategies for the future.
4 Key Steps Towards Marketing Automation
1. Identifying the Right Tasks
Look for the most repetitive marketing tasks for your team. You will find the bigger gains from marketing automation at this point. For instance, you can significantly reduce the administrative workload from your team by automating emails. Look for time-consuming marketing tasks that are compatible with automation and begin from there.
2. Choose the Right Marketing Automation Software
The market has a long list of automation software and it can be challenging to filter the best. Make sure you get a solution that is tailored to this industry. Test the free trials before you can commit to anything. You will be able to tell which one is the best after doing your homework well.
3. Train Your Team
Marketing automation makes the process more efficient but you have to train the applicable team about the processes and new software. The staff should understand how marketing automation will fit in their daily work life. You may be forced to re-focus the roles of some of them.
4. Evaluate the Effectiveness of Automation
The process does not end at the implementation stage. You need a periodic review of what you are doing to tell what works well. The key automation metrics will also tell you what you need to improve.
The key Automation Platforms
The number of marketing automation platforms out there is countless. It can be time-consuming to sift through all of them to get the best. Some of the leading ones include market, HubSpot, Customer.io, ActiveCampaign, and Pardot. You can get more recommendations from further research.
Focus on Content Creation
Automation takes care of marketing mechanics. However, you still need a high level of expertise when sending messages to your prospective and current customers. Keep these factors in mind as you create content for the automated marketing campaigns.
Know Your Audience: Knowing your audience is critical to the success of marketing automation. You need to understand their habits, interest, location, and demographic profile. You can achieve this by creating a buyer persona if you want to deliver meaningful and impactful content.
Set the Tone and Stick to It: The narrative voice plays a critical role in the relationship that your brand builds with the audience. You may use a corporate, tight, warm, or conversational tone depending on your demographics.
Stay Human: Yes, you are using robots to send emails to your audience but it should flair as a creation of human beings. The recipient should believe that the message was typed by a human being.
Mix it Up: Customers will lose interest in your brand if you stick to the same content. Refresh your images, switch formats, be unique and bold, and provide your audience with a reason to motivate them to continue engaging with your brand.
Remain Relevant: Prospective clients can notify you if you embrace the trends at the right time. Use a tactful approach as you should not spin every brand but the ones that are relevant to your brand.
Five Ways to Optimize
1. Know Your Message
You should exactly know what you want out of the marketing campaign before getting out of it. If not, you will not get any tangible benefits out of this endeavor. Marketing automation can help whether your goal may be bringing more visitors to your website, boost sales, generate new leads, or increase market share.
2. Personalize Your Content
General emails are not the best for your marketing efforts. The customer wants to feel that your brand appreciates him or her. The automation software should help you to personalize your content.
3. Use A/B Testing
Even if your brand already used A/B testing in evaluating marketing campaigns, it is hugely beneficial to automate the process. Automated A/B testing will save time, deliver real-time data, and influence your marketing content.
4. On-Board Your Team
Open communication and training play a critical role when implementing automated processes. Some employees feel threatened when robots replace human beings. Let your employees learn that marketing automation comes to make their work more efficient and not take away their jobs.
5. Focus on Customer Experience
The success of your marketing automation efforts will depend on the reaction of customers. Use customer experience mapping to gather meaningful insights and establish feedback at the main touchpoints. It will help you in making tweaks to your business approach and also integrate new automation in places they will be helpful. Automation will be meaningful as long as you are seeing results with your customers in mind. These tips will make sure that your marketing automation efforts succeed.