Customer communications, lead nurturing, and social media posts are vital to any business. But, these daily marketing tasks can strain team resources. Time-consuming tasks like sending emails and gathering data can be problematic. With a great marketing automation strategy, you can say goodbye to repetitive actions.
Automated processes can handle market research, analytics, lead nurturing, content scheduling, and more. As a result, a marketing automation strategy gives employees time to focus on unique projects. Instead of posting to social media, your team can work on strategy or client interaction.
Implement an automation strategy to increase your company’s productivity and efficiency. Keep reading to learn how to automate your marketing processes.
Steps To a Winning Marketing Automation Strategy
Start the conversion to automation by preparing your team. Before you dive into a new software, explain the goals you wish to achieve. Next, create a workflow plan for the best results. Finally, ask each team member for input.
Which Tasks Will You Automate?
The first step is to identify the most repetitive tasks. When you automate a repetitive task, it reduces the administrative burden.
For example, email is an excellent place to start with repetitive tasks. You can end this mind-numbing time-eater with automated email replies. An auto-responder can acknowledge customer orders, newsletter subscriptions, downloads, and more.
Also, make sure to get feedback from your sales and marketing department. Ask marketing team members to identify their most repetitive tasks. Then, choose the ones that are both time-consuming and suitable for automation.
Choose the Right Automation Software
There are many choices for automation software. After you define your goals and tasks to automate, do your research to determine which automation process makes sense for your business. Additionally, check with business colleagues to see if there’s a software designed specifically for your industry.
Do you need automated emails or a customer relationship management platform? In the best-case scenario, you need both. For this reason, Ontraport is a popular choice for streamlining your automation processes. It is a powerful software that holds all your tools and data in one place.
Before committing, take potential software for a test run. Most platforms offer a trial period so you can test the software in real-life situations. To see how you could use Ontraport to streamline your business, sign up for their free trial. It’s a great way to determine the best fit for your company and team.
Educate Your Team
Bottom line: no automation software can work if the people using it don’t understand it. It takes time and training to get the full benefit of new software.
Since automation is a huge investment, train team members, so they understand the benefits of automation software. You’ll get buy-in when your staff can see how it improves efficiency and lightens their workload.
Furthermore, be clear about how automation can change workflow. Let the staff test the new system and give feedback. Once you discover your teams’ experience, acknowledge and work through any difficulties or concerns.
Experts predict growth in the use of marketing automation. Because of this, it’s an essential skill for marketers. Let your employees know you’re investing in their future, too.
Test Software Effectiveness
It’s crucial to review automation processes regularly. Assess performance and impact. Here are some questions to ask:
- Does automation impact your key metrics?
- Are automation tools working together?
- What are the pros and cons of each type of software?
- Do you see an increase in leads and sales conversions?
- Is there a clear ROI?
Pay attention to performance. To ensure you don’t miss valuable insights, set a schedule for regular check-ins to test results.
Also, don’t assume social metrics lead to sales. Followers, likes, and shares on social media are vanity metrics. It’s nice when a million people like a post, but how do the numbers relate to sales?
Leads, conversion rates, and customer acquisition costs are important metrics for assessing the software.
Always Ask the Customer
The best way to learn if marketing automation works is to ask customers for feedback. They can tell you what they do or don’t like.
In addition to simplifying your workflow, you can use automation to survey your customers about automation. Use surveys and polls in email or social channels to find out what your customers think.
Analyze customer feedback, then focus on process improvements.
Optimize Your Automation
Want to use automation in your business right away? Here are some strategies to help optimize automation:
1. Focus on the Customer Experience
Always focus on the customer. The way customers react to automation determines whether it works or not. That’s why customer feedback is vital.
Use customer experience mapping to gather information throughout the buyer’s journey. Create feedback opportunities at major touchpoints.
Meaningful data helps you tweak your process to improve the customer’s experience.
Automation only benefits your company if there are positive results for consumers. If you don’t get the results you want, find out why and change the process.
2. Get Feedback From Team Members
Be open with your team. Expect resistance if staff feel threatened by automated software.
Open communication and training can ease everyone’s mind. When your team understands the process and goals, they embrace the change.
Explain that automation allows them to focus on using their creative talents.
3. Always Have a Plan
Every successful marketing campaign has a plan. You, and your team, must know what you want to do before you begin.
Clear goals help everyone focus. Do you want more website traffic? Is the goal to boost sales? Do you need to generate more leads or nurture existing ones?
When you have a plan, you can set up automated marketing strategies to support it.
4. Get Personal with Content
Generic emails don’t work anymore. Everyone expects to see their names and personalized content.
Customers want brands to acknowledge their wants and needs. Automation software makes personalized communication with customers easy.
5. Use A/B Testing
A/B testing is a valuable resource for evaluating a marketing campaign. Automating the process saves time and effort while delivering real-time data.
Use A/B testing to create two versions of a message to see which gets a better response. A/B testing works for email, advertisements, landing pages, and more.
Automate the process for real-time data on response rates. You’ll know which message gets the best response. This info means you can adjust the campaign for better results.
For more tips on how to structure your automation strategy, click here to download a free business automation success kit.
Ready to Try an Automated Strategy?
A plan focused on marketing automation strategy and optimization can boost marketing results.
Making informed decisions is easy when you have access to data like click-throughs, sales, and leads.
It’s time to add automation to your company’s marketing toolbox. When you have clear goals, create a plan, and include staff in the process, you can expect success.
Ready for more leads, conversions, and sales with less effort? Contact us today for a free consultation on adding automation to your strategy.