Now that you’ve bought your marketing automation system and have just finished going through the implementation process and is ready to start using your shiny new tool to automate your marketing tasks, send email blasts and measure your campaign effectiveness.
Here are a few marketing tips that you may follow while implementing a new platform into your process. This will help you outline what should and should not be doing with your marketing automation.
1. Set realistic goals for yourself.
Goals like improving the quality of leads and increasing revenue. Setting goals for your campaigns before planning and launching them is always a better idea.
2. Integrate your marketing automation with inbound marketing.
Inbound marketing is about providing valuable content that goes with your customer’s needs and interests. Ensure that this should not change if you implement marketing automation. In fact, providing the right content at the right time enhances communication.
3. Target and segment your prospects and leads.
Take advantage of the rich data provided by marketing automation to create more focused campaigns.
4. Set up customer engagement campaigns to keep your established customers satisfied and make them return.
It’s much easier to sell to someone that has purchased from you before. Keeping your customers engaged with content marketing is an indispensable piece of growing your business. Nurture those relationships by sending segmented, customer-only content, that will educate as well as encourage them to continue to return to your company for thought leadership and expertise.
Use the lead nurturing possibilities to place leads on drip marketing, and set up re-engagement campaigns to arouse interest in your brand in leads who have gone inactive.
5. Keep your database clean.
Over time, databases can get messy without any management. Clean your database a few times a year to prevent email bounces from prospects who have changed companies or updated their email addresses.
6. Only send highly-targeted and specific content to a narrower audience.
Provide the content that people are looking for. Put yourself in the customer’s shoes for a moment. Say that you’ve engaged with a company; maybe you’ve visited and downloaded a piece of their content from their website and really loved what you read.
The next email you get is for a slightly different topic that has something to do with what you just read. You’d be much more likely to buy from that company since they’re answering your questions. With marketing automation, you can do exactly this.
7. Provide regular follow-ups promptly.
The advantage of using a marketing automation system is that you get up-to-date notifications any time a lead does something on your site. Even though they initially told you they are not interested in your product for another six months, you can contact them with relevant information if you see them pushing around the pricing section before that sixth month is up.
8. Use lead scoring.
Take advantage of the fact that you can not only see how much activity a prospect has engaged in on your website but also how suiting they are for your company and product.
9. Encourage your sales and marketing teams to work together.
Your sales representatives should be receiving higher quality leads from marketing, causing the marketing team to feel more valued. Hence, encouraging collaboration between the two teams.
1. Don’t just automate your current process without revisiting your goals.
Because marketing automation can make our lives easier as marketers, for many of us, the first step when integrating this into our strategy is to just automate everything we already do. Even if it may go right, take a moment to re-look your goals before you get started.
We don’t want to let marketing automation lead us to execute tactics that we know don’t make sense for our customers or prospects. We don’t want to slide back into our bad habits and stop listening to what our customers need or are asking us for.
2. Don’t forget about your customers.
Many companies are focused on creating new revenue, that they forget about people who are already their customers. The clientele already has an affinity for what they are selling, and most likely wants to buy more.
3. Don’t just bombard or broadcast general messages.
With marketing automation, there is no need to send a general, broad message to your entire contact list that will end up getting neglected, marked as spam or deleted because it’s not important.
4. Don’t get the faulty assumption that the more you invest, the better the system will be.
Though many of the more expensive systems probably do come with greater functionality, there’s at least a limitation in the platform within your price range with the capabilities that you need.
5. Don’t think that marketing automation will create content for you.
Thinking that MAP creates content for you is totally a false idea. Check if you don’t have the facilities in place to support a marketing automation system from a content perspective.
6. Don’t set and forget.
Your efforts are fruitful if you measure, revisit, and readjust your segmentation, automation rules, and other actions you’ve set up within the software. This also implies to social media campaigns.
Scheduling posts ahead of time may save your time, but don’t forget that the primary purpose of social media marketing is interacting with your audience, so you need to still keep an eye on your channels.
7. Don’t execute your automation rules in real-time unless they are time-sensitive autoresponders.
Consider having multiple pages of rules that are set to run in real-time. You may risk slowing down your entire system. A general rule of thumb is that if you don’t need the rule to run constantly, pause it or archive it for the long run.
Just keep these tips in mind as you launch your new marketing automation system. Knowing what you should and shouldn’t do as you begin to create your first marketing campaign can definitely help you get the error-free results.