Marketing Automation Saves Time and Money
If you are like most business owners or the marketing in charge of your company, you find that most of your time is spent following up with leads and customers as you market your business. The problem is that while you are occupied with managing ads on Facebook, Instagram, Google and maybe other platforms keeping up with your social media platforms, blogging, emailing or consulting with potential clients and client retention, there’s little time left over to work on the growth of your business.
Marketing automation seems to be a popular and frequent buzzword these days. Most of us are familiar with Hubspot, Marketo, Salesforce and other companies. What is marketing automation? How can you avoid some common marketing automation mistakes? How can marketing automation help you build your sales funnel? What does marketing automation have to do with selling more and increasing revenue?
Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can improve operational efficiency and increase revenue faster.
Aspects to consider
- You need to know how to translate your marketing plan into the right technical implementation
- Mistakes are not obvious until there’s a major problem
- Data hygiene has become a nightmare. The simplest of actions can cause massive data hygiene problems.
- You do not have the volume of content you need
- You are stuck with a legacy automation account and there is no way to get out of the mess
- You do not see results from your marketing automation activity
There are three main areas to focus on marketing automation
Here you can send welcome emails, newsletters, lead nurturing campaigns, follow-up campaigns, and more. You can split test your messages to improve your open and click-through rates, then promote them through social media. You can also monitor campaign responses, allowing you to improve them.
You will need to manage multiple social media accounts, schedule your posts, and collaborate with your team. It will also be important to track brand mentions and listen to conversations by following keywords related to your business. You will also want to track leads, opportunities, and revenue generated over time from multiple social campaigns. Marketing automation will also enable you to identify which social media networks are generating the most qualified leads.
A good marketing automation suite or tool allows you to combine data from multiple sources, including cloud storage services, Adwords data, flat files, or existing customer data to create customized, professional reports. You and your team can also use dashboards to help you visually analyze your data with easy-to-use drag-and-drop editors.
Three important steps in starting marketing automation.
Create rules for access and usage
The first step is to know what the rules for your new system will be, particularly in terms of who will use it, the look and feel of the communications, and the frequency of contact with users, in order to ensure high quality and relevancy of communication. A clear plan for who will access the tool, and how, is recommended in order to prevent wires being crossed and safeguard the quality of campaigns.
Create a content matrix
A marketing automation system can be driven by the most extensive data sets and the most smoothly-executed processes in the world, however, none of that will matter without fresh user-friendly content.
Take a long-term approach to data management
Now, we have data: the lifeblood of any marketing automation system. Even though good data alone is not enough to provide a stellar experience for your customers, it is still vital.
Although email marketing gets much attention for marketing efforts, statistics clearly show a typical mailing list loses a third of its members every year without proper engagement. This means that 25% to 80% of your mailing list may become inactive unless you provide subscribers with consistent and quality content.
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