It is no surprise that marketing automation solutions are among the most discussed topics today. Automated technologies are almost necessary for large established firms dealing with massive, complex groups of consumers and potential leads. Small businesses, meanwhile, can use automated solutions to extract every last drop of value from their investment.
However, marketing automation encompasses more than just the technical aspects. You should also adopt a few best practices to streamline your digital marketing operations and improve interactions between your sales and marketing teams. In this article, we’ll look at what they are and how you can use them.
1. Lead Generation Strategy
Marketing automation solutions may now assist you with a wide range of tasks. Still, they excel in one: lead creation and cultivation even the most straightforward eCommerce websites today track various vital indicators about your site. As a result, even the smallest businesses will have reams of data to work with.
However, before investing in marketing automation software, you must first decide on your lead strategy. This isn’t because your lead approach will dictate which software you use most automated marketing platforms will let you use whatever technique you want but because not having a tight focus will soon overwhelm you with data. Make sure your marketing automation tools aim to meet your top goals this year, month, or week.
2. Selecting appropriate tools
Second, remember that not all marketing automation software is made equal, and how you use it will be determined by the platform you select.
Starting with a simple, tiny platform is a good idea if you’re starting a new company. This isn’t to suggest that larger, more complicated, and more expensive platforms can’t provide a good return on investment; they can. It’s just that the marketing automation platform’s return on investment is heavily reliant on the expertise and knowledge of the human operator who uses it. It will be time to upgrade to a more robust system once you (and your team) have mastered the basics. You can build multi-channel campaigns, segment leads, run continuous delivery campaigns, and regularly update the application in the best software available.
3. Mapping existing processes with new technologies
Following the best practices above, you should now have a marketing automation system suitable for your needs and secure to use. Most plans will also include instructions on getting started and a path to running your first automated campaign.
A few aspects of using this software, however, are often overlooked. One is that you shouldn’t rely solely on your marketing automation tools for customer intelligence. Instead, it would be best to use regular old-fashioned market research to supplement this software. In other words, while machine learning can provide personalized user experiences, it also needs instructions on what to look for in customer knowledge base repository and how to select consumers who would be valuable to you. To ensure your automated systems function effectively, ensure you have the appropriate human resources in place.
4. Protect your DATA
After that, a security word. This is a topic that is sometimes left out of marketing automation discussions, despite the fact that they are inextricably connected.
Because marketing automation software has third-party access to many crucial subsidiary systems (email, for example), hackers will target it. One of the reasons why cyberattacks are on the rise and why a hack happens every 39 seconds on average is because of this type of consolidation, in which business systems are linked to one another. Protecting yourself, your organization, and your data from cyberattacks is a never-ending, complicated endeavor. Still, the advice is simple when it comes to marketing automation: find a supplier who takes security seriously and can tell you how they will secure you.
5. Multi-channel/ Omnichannel approach
Finally, don’t limit yourself to simple email marketing. Because of the high utility of an automated system for producing customer emails, many managers purchase one, put it up to conduct their email marketing campaigns, and then forget about it.
The most outstanding marketing automation software on the market today can do a lot more. The ultimate goal is to use the customer, and lead segmentation discussed earlier to inform multi-channel campaigns. Email, social media, SMS text messaging, videos, and nearly any other kind of marketing that you are now employing are all examples of this.
Companies that want to reach a wide range of people should make use of multichannel support. Different generations are more receptive to different types of advertising for example, Gen X prefers email communications while Gen Z prefers video ads and if you’re not utilizing all of the media accessible to you, you’re squandering possibilities.
Like any other complicated product you use in your organization, marketing automation software necessitates a certain amount of skill to be effective. Therefore, learning how to do this makes sense.
While there’s no wrong in starting small and seeing what you can do with client interactions on your website, you’ll want to increase your automation, possibly invest in a new system, and go genuinely multi-channel at some time.