In Digital Marketing

Work smarter, not harder. It’s a mantra we all want to live up to, but figuring out how to work smart is often hard work. That’s where marketing automation comes in. When used correctly, marketing automation makes emails, social media, sales, and website maintenance easier.

What is marketing automation?

You know those repetitive tasks that are necessary for your business but also suck up your time?  Marketing automation is software that exists to do these basic marketing tasks for you, allowing you to prioritize your work more effectively.

Marketing automation tools do not take your role as a marketer away from you. Instead, they help you do your job better by freeing up your time to focus on the big picture and perfect the details.

Marketing automation programs typically assist users with:

  • Email Campaigns
  • Social Media
  • Lead Generation
  • Analytics
  • Management

Marketing automation is not just for big companies. In fact, small and mid-sized businesses are the largest-growing users of such tools. According to Nuclear Research, 95 percent of companies say they benefit from marketing automation. On average, their sales productivity increased by 4 percent, and their staff productivity increased up to 6.5 percent.

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How can I use it?

Ultimately, marketing should help your business attract and retain customers. The marketing process is nuanced, but revenue should be a priority. Marketing automation tools help you convert potential customers and close the deals.

For example, an online store might send an automated email every time a user leaves the site with goods in their online shopping cart. Another company might invite website viewers to download an ebook and follow up with a thank you email.

Automated marketing should work for you, not against you. Here are a few ways to make sure it does:

  1. Think carefully about your content. Automated email and social media services should improve the quality of your content so that is more relevant to your audience.
  2. Make an effort to be personal. Write emails and social posts that demonstrate that a person created the content. Additionally, consider separating your contacts into lists. Tailor content to different groups.
  3. Consider your marketing and business goals carefully. Schedule times every season (or whenever is appropriate for your business) to reevaluate these goals and the tools you are using.
  4. If you work with a team of people, clearly communicate what your goals and expectations.
  5. Be flexible. Figuring out what works for you will take time and experimentation. Embrace the challenge, and track what works.

Is marketing automation for you?

Marketing automation might not be right for your business. Ask yourself these questions before you purchase a platform:

  1. Do I have clear marketing and business goals?
  2. Am I comfortable enough with social media and email campaign techniques to spot problems that could arise with automation?
  3. Do I need a tool for my whole team or just one person?
  4. Do I have the budget to use marketing automation?
  5. Is my team on board and willing to learn? (Read more about choosing a trustworthy marketing team.)

Marketing automation is a great tool when used correctly. To improve your workflow and your relationships with customers, consider marketing automation tools.

At Your Imprint, we stick to deadlines, and we keep a careful eye on the small stuff. However, we do it with the big picture in mind. We never stop having fun! If you need marketing help, get a quote. Join the show! 

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