If your market strategies still require heavy manual processes to deploy campaigns, then you’re not fully optimizing your marketing opportunities.
There may be 100 strategies you want to implement. Many of which your marketing may miss simply because of the laborious and time-consuming effort it requires. Some, your competitors excel at, leaving you at a competitive disadvantage.
So how do you turn your marketing results from good to great? Marketing automation.
The benefits of marketing automation can be seen across all channels. It implements improvements across the customer lifecycle, improves lead management and nurturing, increases marketing efficiency and productivity, and shortens the overall sales cycle while providing measurable results.
At its core, marketing automation is all about optimizing all marketing channels to allow teams to better manage their time and focus on the objectives that matter. To achieve positive results, here are five ways to apply marketing automation to your strategic efforts.
Lead management and generation
A time-consuming process that can achieve seamless transition into automation is lead management. Without utilizing automation processes, capturing leads can be a very manual-intensive task. Manual data entry limits the usefulness of any marketer and diminishes their strategic efforts.
Marketing automation software can streamline lead management processes to accelerate the marketing funnel. Automating lead nurture and management campaigns ensure all leads get timely responses and appropriate content. The ability to create automated, timely follow-ups and personalize messages according to relevant customers, results in higher conversion rates and increased sales for your company.
With more consumers and businesses realizing the potential of social media as an essential marketing tool, implementing a cohesive social media marketing strategy should be a top priority. Social media is a great platform to connect with customers, influencers, and businesses while increasing your reach and brand awareness.
But, social media can be very time-consuming. Not only are you required to respond to customer queries, but you need to constantly show relevance in your content. Tools such as Hootsuite and Buffer serve to automate certain social media processes.
Being able to schedule posts in advance and monitor analytics can be real timesavers.
Automated email workflows are a great way for businesses to nurture, engage, and get the most out of their existing contacts. Email automation allows your company to create drip campaigns which can purposely serve the above mentions. But what exactly is a drip campaign?
Drip campaign is a “chain of rightly timed messages that are triggered by some event or at a certain time.” And there are various automated chains you can run according to your business needs. There are drip campaigns to nurture leads, welcome new customers, rescue abandoned shopping carts, and even re-engage dormant customers.
There are many more examples of drip campaigns, these just serve to highlight possibilities that transform your marketing results from good to great. What matters here is that automating email workflows offers to serve your audience by offering precise targeting and smarter ways of engagement.
Similar to automating email workflows, automation assists in boosting your pay-per-click and paid advertising efforts. Manually optimizing your paid advertising activities require spending time on researching keywords, preparing PPC bids, generating creative ad copy, and segmenting relevant keywords. This dilutes your team’s talent and resources that can be spent elsewhere.
Leaving PPC and paid advertising tasks to a marketing automation software ensure cost-effective, time-saving solutions with high performance results. Examples of PPC tasks that can be automated include bid management, account alerts, ad copy, and PPC reporting. This frees up members of the marketing to focus on important strategic planning rather than rote tasks.
With numerous free automation tools and paid third-party solutions, even the most budgetary-restricted marketing team can utilize PPC and paid advertising automation, improving overall efficiency and increasing management assistance and campaign analysis.
Design and visual content
The rise of visual content makes it integral to any content marketing strategy. Visual content has a demonstrative impact. Platforms such as social media and blogs use these powerful tools to communicate more easily with their consumers and audience.
Whether it’s a well designed PDF, compelling infographics, or incorporating videos into your marketing campaigns, automating visual content creates a structure that’s scalable, reusable and repeatable for future campaigns.
Unless you hire a designer who can collate all these tasks under one role, it may be more efficient and cost-effective to automate this marketing task.
If you’ve never considered marketing automation, then perhaps it’s time to start. There are many key benefits and ways to implement automation to your marketing strategies beyond the ones listed here.
With a finite amount of resources and time at your disposal, marketing automation enables your team to function more effectively, improving accountability across the whole department and every team member. But at its fundamental level, automation is about creating time-saving opportunities to allow your team to optimize their efforts and manage their time.
AUTHOR BIO: Tomi Saikkonen is the Vice President of Liana Technologies, Middle East. Just like you, Tomi is fascinated by the possibilities of digital marketing and technology. He actively seeks out ways to help businesses and organizations across industries to improve their digital marketing ROI.