The beginner’s guide to marketing automation
If you haven’t ever used marketing automation to power some (or all) of your marketing efforts, you could be missing out on a wealth of operational benefits. Big to do lists are common in small businesses – you have leads to nurture, blog posts to write and post, social media updates to create and schedule, email marketing to plan and send, the list can seem endless.
Bridging the Gap to Streamline the Process
Marketing automation can bridge the gap between what you need to do, and what you physically can do. In general terms, marketing automation refers to a piece of software that will automate some of your marketing processes, helping to streamline typical tasks to move you closer to your traffic and conversion goals.
Where Can Marketing Automation Be Used?
Marketing automation is useful across a number of areas and marketing activities but perhaps one of the most common is within email marketing. If your small business uses an email marketing service such as MailChimp, Infusionsoft or HubSpot you may have seen or used automation without realising it.
Are you ready to experience marketing automation in your business, set up a no-obligation discovery and demonstration call with our team of HubSpot and Infusionsoft Certified Partners today, let’s work a plan out that meets your goals and helps you benefit from inbound marketing automation?
Cost Effective Admission, Learn How!
Imagine this. You create a PDF guide which web visitors can download. The price of admission is an email address. A user completes a short form on your site, giving you data such as name, phone number and email and can then download the PDF. When a person downloads the PDF, an email is sent thanking them. A few days later, a second email is sent, giving that user a discount code or offer relating to the topic of the ebook. If they still haven’t used the code a few days after that, a reminder is sent encouraging them to redeem their offer before it expires.
This is marketing automation in action. To learn more about how Infusionsoft delivers marketing automation globally check out this Get In The Game podcast of leading Infusionsoft Certified Partners at a Conference in Alicante Spain.
Move into the Automation Fast Lane
Of course, this process can be tailored to your specific goals and activities but, the act of using marketing automation has streamlined the process of lead nurturing for you. You no longer have to manually send emails to clients or nudge them along the sales funnel, your automation software does that for you.
How should it be used?
Marketing automation is only as effective as the hand that guides it so, before you get carried away and jump into automate all of your marketing processes, consider where it would be most effective.
Marketing automation can enhance your inbound marketing ROI by making it easier to tailor content to customer needs and wants. But, the end result must align with actual interests. Follow-up emails should be specific to the initial customer communication – which means that audiences must be narrow and content highly targeted.
Build Relationships with New & Existing Customers
Keep in mind too that marketing automation doesn’t have to focus exclusively on new leads. You can use it to keep in touch with existing customers and nurture those already established relationships. While automation is often associated with conversions, it can also be used to engage with those people who are already paying for your products or services. Those relationships often represent untapped conversion potential which careful automation can help to release.
Those relationships often represent untapped conversion potential which careful automation can help to release.
Looking to get your automation and digital engagement better understood?check out this blog on The importance of digital engagement – what is it and why should you care?
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