How to Set Up Your Marketing Automation for Success
Automation software can save your business time when it comes to necessary but repetitive marketing tasks. Used correctly with qualified leads, this automation makes marketers more effective in providing relevant content that results in conversions. Marketers using marketing automation software generate two times more leads than marketers without this software. Follow these 9 steps to set up your marketing automation for success.
1. Start with your goals
Your natural inclination may be to simply use marketing software to automate processes you already have in place. Instead, building a marketing automation system is the perfect time to reconsider your marketing and overall business goals, then how marketing automation will facilitate these goals. Remember the software is only a tool help guide your buyer through their journey.
2. Avoid general messages
Marketing automation makes it easy to use your buyer personas and customer segments to send targeted messages. Using automation to send a general message to your entire email list will not be effective and can turn potential leads away. Keep in mind you do not want your marketing automation to feel “automated”.
3. Include current customers
While your marketing efforts may focus mainly on acquiring new customers, it’s much easier to sell to past customers who already have a relationship with your brand. Automation can help reengage these individuals with beneficial content that brings them back to your company and solutions.
4. Use details from all channels
Basic marketing automation, such as sending a preset email based on a customer action, can be useful but doesn’t use automation to its full potential. Instead, combining information collected from website visits, social media interactions and other channels can help you send an even more targeted message to potential buyers.
5. Don’t set it and leave it
You can save time by using marketing automation, but your software won’t do all of your marketing for you. It’s up to you and your team to identify the right leads, design relevant conversion workflows, and then use your marketing software to facilitate these workflows.
6. Track and analyze your marketing automation
Marketing automation software allows you to track not only the marketing steps you’ve automated but also the steps that lead to these workflows. Using this software and analyzing the results can help you identify effective workflows and those that break down.
7. Use marketing automation for more than just email
Although automated email workflows are the most obvious use of marketing software, these automated tools can also be employed for marketing campaigns on social media, websites and mobile.
8. Work with the sales department on automated processes
Marketing automation software is a powerful tool to align the goals and processes of the marketing and sales department. Feedback on and use of marketing automation by sales team members will make marketing campaigns more effective in accomplishing conversion goals.
9. Store and organization customer dataStore and organization customer data
As a connection point for all of your marketing campaigns and information, marketing automation software is also a logical location for storing and analyzing customer details. This information can be used within the software to create campaigns and conversion workflows that match what you know about your customers.