Believe it or not, marketing is a complex and vital piece for a business to function well. It includes strategies, channels, and a number of other elements that help businesses reach their targeted audiences. The field is constantly evolving and adapting to accommodate new social platforms, mobile devices, and more. With so many processes, systems and strategies, it’s best to leverage a marketing automation software to efficiently and sufficiently complete all of the necessary touch points that make up the buying journey. Here are five processes that marketing automation can streamline to save you time and boost efficiency.
1. Create and Implement Email Campaigns
Marketing automation is often commonly confused with email marketing, and the two are used interchangeably. In fact, the latter is actually a part of marketing automation. According to Marketo, marketing automation actually encompasses marketing channels across multiple platforms and channels, including direct mail campaigns, online campaigns, and mobile initiatives.
Marketing automation allows you to set up email campaigns that tailor specific messages to your target audience for a more engaging email message. You can even schedule the automation tool to send emails on a day and time that you choose, allowing you to better optimize your campaigns. Consult with an email marketing agency if you're just looking for this, or venture out with a full marketing automation suite to see how to streamline your marketing processes.
2. Implement and Schedule Social Media Campaigns
Social media platforms are used by many people for a number of different reasons, including targeted ad campaigns, news and events. They are excellent channels to reach a larger and broader audience. However, with so many posts and users, it can be difficult to keep up. Jeff Bullas, a well-known entrepreneur, blogger and marketer, mentions that in order to effectively manage social media at such a large scale is to utilize tools that incorporate social media management. Marketing automation tools allow you to schedule social media posts and ad campaigns to publish at any day and time you want. In fact, you can even schedule multiple posts per day. Many tools also provide social media management, allowing you to better manage all of your different social media accounts from one location.
3. Qualify and Score Leads
The biggest indicator of a qualified lead is how engaged they are with your content, but how can you pick them out from everyone else who visits your site? This is where lead scoring comes in. Many marketing automation tools have the capability to set up lead scoring so you can assign a score based on a user’s specific actions. You can assign a score based on the number of web pages they view on your website, or the types of content they download from your site. Based on this, you can easily push leads from one sales level to another. HubSpot explains that lead management and lead scoring can help you determine when leads are ready to talk to a salesperson. Leads spend more time with your content, and they become more informed, thus, making them more likely to be interested in what your salesperson has to say.
4. Automate Follow-ups
Let’s face it. It can be difficult to remember with which leads need to be sent follow-up emails or calls. According to Business.com, it's important to follow-up with leads to continue the momentum and generate a sale. Marketing automation allows you to create and schedule timely follow-ups for all of your leads. Marketing automation can also assign tasks and reminders to you or your staff to follow-up with a phone call or a personalized email. This way, you can be sure that no leads fall through the cracks and lose that touchpoint with you.
5. Monitor Campaign Performance
You can use your marketing automation tool to create reports on specific campaigns so you can stay informed on how well your content and campaigns are doing. Create a report to see how many people opened the last email you sent, discover which web pages are getting the most views, and find out how many people viewed your social media posts. Marketing automation gives you the data reports you need to effectively evaluate your marketing strategies. Quicksprout explains that as your company grows, it becomes difficult to develop and maintain personal relationships with every lead. Marketing automation allows your marketing team to build performance-driven campaigns that you can monitor and change as you grow.
A common misconception is that marketing automation only benefits the marketing team. Although marketing automation helps streamline many marketing processes, it also benefits the business as a whole. Specifically, marketing automation can help deliver more qualified leads to the sales team. Would you rather reach out blindly to 100 unqualified leads only to find that just a handful of them are interested in your product or services, or would you want to reach out to 10 qualified leads who have followed your social media platforms, perused your website’s content, and show interest in your products or services? In the end, it makes it easier to close deals with marketing automation because you’re able to tailor content to user profiles.
In order for a company to thrive, it needs to rely on a strong marketing strategy, and marketing automation can help you get there. Don’t think of marketing automation as simply automated or impersonal. It can actually help improve personal relationships through personalized emails or offers. When executed well, marketing automation can help your company build strong prospect relationships and improve customer relationships.