A GUIDE TO MARKETING AUTOMATION SERVICES
Let’s start this article by answering the most important question: What does Marketing Automation mean?
In Marketing Automation, marketers use specific software to do repetitive marketing tasks designed to nurture sales leads and personalize marketing messages and content. Marketing automation helps you get more leads, conversions, and sales, giving less effort and time.
With the use of marketing automation, businesses have seen increased sales and leads and an average of 12% reduction in marketing overheads.
Marketing automation can create great possibilities for marketing professionals as it offers them an exciting opportunity for higher efficiency, better customer experience, and cost reduction.
The whole thing of Marketing automation may seem intimidating to you in the beginning, but with the correct guidance, it becomes way easier than you think.
In this article, we’re going to look at everything a marketer needs to know about marketing automation services.
The scope of Automation in marketing
As per the conducted study, More than 40 percent of marketing leaders think Automation will become a major skill in the upcoming time, but the question here is how Automation can fit into a marketing strategy?
Below are some of the ways you can use Automation in your marketing strategy:
Redirect Focus To Strategy
To execute marketing plans, organizations need to spend a lot of resources both in terms of money and time and, Here they can use Automation to bring more efficiency.
With Automation, you’ll save a lot of time that can be better spent on tasks such as strategy and client interaction that demand your constant involvement and expertise.
In marketing automation, with the help of automated processes, you can easily take care of those tasks that don’t require active human involvement, such as customer communications, lead nurturing, content scheduling, market research, and analytics, hence, bring more productivity and efficiency for your business.
When automation software handles customer communications, lead nurturing, content scheduling, market research, and analytics. Your employees can utilize the saved time to focus on their core responsibilities, which will lead to fast delivery of projects without investing in extra staff, hence, increased productivity.
Automation software allows you to get the most out of your employees, especially experts, as they don’t need to work on repetitive tasks. With these enhanced productions and saved time, you can reallocate the resources back into campaigns to get more returns.
Improve Customer Interactions
To nurture leads, having effective communication and a healthy relationship with buyers at every stage are crucial. This is why many companies hire extra employees and spend a good amount of resources to interact with buyers at every stage.
Automation software removes this need for staff dealing with emails all day as it offers an economical alternative such as Email automation. How does it work?
Let us understand it by example; When people visit your website and make a conversion, Email automation will automatically send them a sequence of well-designed automated emails at the correct time to keep them warm and engaged.
You get two benefits with this. Firstly, it ensures that timely interaction with the buyers is occurring, and secondly is, it doesn’t ask for extra inputs once you set up the rules.
Apart from Emails, You also have other chatbots for immediate customer support on your website, time-limited offers by text message, and automatic phone reminders.
By using Automation in your marketing projects, you can ensure that customers get all the support they need throughout their journey automatically.
Gather Meaningful Analytics
There is no single perfect marketing strategy that is going to work for your business for a lifetime.
First, you have to analyze which things are working for you and which are not, and then you need to make changes accordingly. And here, Using automation software to analyze can be very beneficial for your business.
Data regarding leads, consumers, sales, campaign progress, and other processes can be easily collected and analyzed using automation software.
By doing this auto-analysis, you can evaluate past and ongoing campaigns’ progress and make changes accordingly so that your marketing strategies can work well. This auto analytics will help you to learn and improve at every stage of your marketing process.
Your business can also benefit from automated A/B testing, enabling them to optimize content in real-time for maximum impact.
Some Important Key Steps Towards Automation
Before you start implementing automation marketing processes, you must first establish a workflow.
This will help your employees and team members get ready for new operating processes and ensure that Automation gives your business the best results. Below are four important key steps to complete:
Recognize The Right Tasks
If you want to get the most out of Automation, you must first identify your team’s most repetitive marketing tasks because you’ll find the biggest gains from Automation.
For example, Response to buyers through Emails is also a repetitive task in marketing, which consumes a lot of time. Therefore, by simply automating your response emails, you can considerably lessen the administrative burden on your team.
Make a list of all of your ongoing marketing tasks and choose time-consuming and compatible with Automation.
Choose The Appropriate Automation Software
When it comes to automation software, there is no count for available automation software in the market.
Before you choose any automation software for the long term, you should first analyze what’s your requirements and which automation software services are fulfilling them, then check which software services are offering the best features at minimum costs, and finally filter out the best option for your business.
To test and evaluate which automation software works best in your marketing specific settings, you can also run free trials as most of the automation software providers offer them.
Prepare Your Team
Indeed, Automation brings more efficiency to your marketing processes, but the introduction of new software and processes can be a bit confusing for your staff.
Therefore, it requires an investment in training for suitable staff. Employees need to learn how to use Automation in their regular work routine and how their role might be refocused.
You have to explain to them the advantages of using automation software in the marketing processes and give them some time to thoroughly test out new systems while resolving any concerns they might have
Assess Automation Effectiveness
Well, Using Automation is not the end of the story; you have to do proper periodic reviews of which things are going well for your brand and which aren’t so that improvements can be made accordingly.
Timely evaluation of Automation’s impacts on key metrics enables you to make appropriate adjustments at the right time.
Best Practices For Marketing Automation Messaging
Below are a few important points you should keep in mind while creating content for your automated marketing campaigns:
Get To The Point
The message should be concise, clear, and with only relevant points as people have very limited time on their hands and don’t show much patience to long messages.
People just want to know, “Is there anything relevant for them in the message?”, therefore, try to tell them how your products or services can solve their problems or what’s unique about your offerings.
Keep It Active
In this digital era, people get diverted very easily; therefore, your message should be in an active tone so that they remain engaged.
Make your message encouraging so that receivers tend to take some kind of action, whether it’s downloading a whitepaper, visiting your website, watching a video, or making a purchase.
Remember Where People Are In The Process
You must remember that you can’t send similar content to everyone because some people will be more appealed to by some types of content than others, depending on where they are in the conversion funnel.
For example, those who just start to know about your company won’t be happy if you hit them with a hard sell and On the other hand, those near making a purchase will be impressed by highly promotional content.
Avoid Looking Spammy
As we all know how annoying and ineffective spams are, therefore you must avoid looking spammy at all.
Unlike spam that promotes irrelevant content, Marketing automation messages deliver highly relevant information to only interested people.
It would help if you avoid certain things while writing content, such as all capital letters, overusing the color red, and using too many links in the body of the message, as it’s quite unprofessional.
And, if you need symbols in your message, then don’t put so many of them. Whatever your messages are offering should be genuine and not misleading.
Hone your list
No matter how big your contact list is, your marketing automation aims to generate leads for your business unless you have the right people in it. You should closely consider your metrics so that the most qualified leads can be identified and those who aren’t showing any interest can be get rid of.
A smaller list of profoundly qualified leads is far better than with a list of infinite contacts who don’t show any interest. If it’s been a long time since a person last engaged with you, just remove them from the contact list and give more attention to the leads who are more interested.
Five Ways to Optimize Automation
Below are some advanced strategies to help you in implementing Automation in your business:
Define Your Goals
Well, it’s an obvious point but yet demands your major attention.
Before you start implementing marketing automation services, you must know what you want to achieve with them so that your strategy can be designed accordingly.
Whether you want to gain traffic for your website, generate new leads or, increase sales, Every different objective will need a different strategy. Therefore you must understand exactly what your main goals are.
Personalize Your Content
Personalization is a key concept in marketing as more than 70% of consumers prefer a business that personalizes their shopping experiences. Customers want to feel valued by the companies they purchase from.
Therefore you should make sure that content can be personalized by automation software and is created with the illusion of being completely bespoke.
Automate A/B Testing
To evaluate your marketing campaigns, you might be using A/B testing already, but automating this process can greatly benefit your business. It will save you time and deliver to you real-time data about the impact of your marketing content, which enables you to make changes where needed.
Get Your Team On Board
To successfully implement Automation in your marketing projects, You must ensure that proper training and an open communication culture are available to your team members.
There are various misconceptions about Automation that might make your team members a bit insecure such as automation software will snatch opportunities. Therefore, it’s your responsibility to resolve their concerns and convey how they can focus on their core talent rather than on the superfluous work with automation tools.
Focus On Customer Experience
How good your marketing automation services are working is all dependent on the customers’ reactions to them—collecting important data during the process, utilizing consumer experience mapping, to establish feedback at significant touchpoints.
This enables you to make the necessary improvements to your marketing strategy and combine new Automation with being effective.
By using marketing automation services, you can benefit from higher efficiency, expenditure savings, enhanced productivity, more reliable analytic data, and better customer support.
Remember, to succeed in marketing automation services; You should have good planning, clear goals, optimized content, and specialized training. And as the AI market is growing at such a high rate, this is an exciting time to bring Automation to your brand.