BIO: Stephanie Trovato fills her days with content creation and marketing strategy for publications like Business Insider, Investopedia, Huffington Post, and more. She also works marketing strategy as a freelancer with Optimist, while balancing duties as a DotDash editor. She is a graduate of the Fashion Institute of Technology and is based in New York. Check out more of her work at BigHContent.com.
There’s no doubt that marketing today is the epitome of multitasking. It's all about big data, and functions that advertisers used to do manually are now inextricably linked with automation.
Marketing automation is a system that streamlines and automates marketing procedures to make marketing practices easier. Marketing technology offers a lot: more leads, transactions, and sales, and all with less effort. In fact, according to CMO, businesses that employ automation have seen a rise in leads and revenue, resulting in a 14% increase in sales efficiency and a 12% decrease in marketing overheads.
Automation represents an incredible prospect for increased productivity, cost savings, and a better consumer experience for marketing practitioners. It can seem daunting to embark on an automation journey for your company, but with the right guidance, it is simpler than you expect!
Benefits of Marketing Automation
Marketing automation tech allows you to do so more than just place orders for your various promotions. It has real advantages for a marketing firm, not just for you and your marketing campaigns, but also for your customers. Here are the top three primary benefits of marketing automation tools:
1. Saving Time and Raising Efficiency
The term "automation" is self-explanatory. Marketing automation software automates processes that used to take days and completes them in hours or even minutes. For example, social media management systems allow advertisers to plan and publish posts across several social networks simultaneously. This gives advertisers greater freedom in all marketing firms and agencies, allowing them to focus on their creativity rather than waste resources on repetitive activities. A strategy like this boosts production and performance.
2. Less Routine, Happier Marketers
Marketing workers should assign the most routine and time-consuming functions to intelligent algorithms, ensuring well-established procedures while unleashing their imagination. As a result, the staff is happy, consumers are delighted, and revenue is high.
3. Multiple Channels to Drive More Leads and Sales
Marketing automation software allows you to meet consumers at various stages of the consumer experience across various platforms. Multi-channel targeting gives you options: you could send an email or a social media post, make phone calls, or tweet in a tailored manner. You could utilize a broad range of techniques deftly, like a real sorcerer.
5 Ways Automation To Advance Their Marketing Strategy
As per recent data published on the Digital Marketing Institute, 44 percent of marketing leaders think automation will become more relevant as a capability in 2020, which can be considered when reskilling workers and recruiting new employees in 2019.
Here are few ideas for incorporating it into your business strategy:
1. Content Marketing Automation
The aims of the modern marketer are timeless: build new ways to increase profits while keeping current buyers satisfied and returning for more. And content management is a huge part of that. When you have valid, accurate, informative, and actionable knowledge, you are using a tried-and-true strategy for meeting your clients, not to mention achieving your marketing objectives. Attempting to do it all manually, on the other hand, is a complex challenge that can quickly keep you awake at night.
Marketing automation can make it easier to build and monitor content across several platforms. It will provide the appropriate content to each customer, ensuring that your efforts are not lost and that connections are effectively nurtured. An effective marketing automation framework will also report on how the content is doing across all channels and in all situations. Moreover, marketing automation can help you create good quality content that enables you to showcase your personality.
As there’s no doubt that content is the king of marketing and will remain so for a long time, there have been commendable advancements in the field of content creation, processing, and planning—for example, a headless CMS.
A headless CMS is based on a modular model that separates content development, management, and publication from how it is presented. This allows marketing teams to push fresh content and IT teams to make new technical changes without having to call on each other for assistance or worry about breaking something. Not only does this increase efficiency, but it also speeds up the process and workflow.
2. Email Marketing Solutions
Email marketing encompasses so many facets of brand-customer engagement that it is rightly regarded as one of the most common marketing platforms. Furthermore, it remains one of the most successful ways to meet your target demographic.
By using this form of marketing, almost every company across multiple industries can automate and personalize communications sent to new and current customers. Most notably, such tools allow large-scale email marketing campaigns with a large number of recipients. Email marketing program dashboards typically have comprehensive campaign information.
3. Social Media Marketing (SMM) Solutions
Companies are also using social media to exchange news with consumers, solicit feedback, and even create leads. It's not shocking, given social media's enormous capacity for brand promotion and corporate identity management.
Social media marketing software is ideal for organizing posts, engaging new contacts, and assessing the effectiveness of the SMM campaigns. Moreover, by organizing your posts and using automation to understand trends, you’re more likely to create a viral post.
4. Customer Relationship Management (CRM) Solutions
Customer data management is an extremely critical but routine activity that takes a long time and demands complete focus. Another aspect to consider: how you capture and retain consumer data has a significant effect on the customer service the customers ultimately get.
The authenticity of the information, prompt responses to customers, contact history, and knowledge about past contacts are all critical for your appearance and credibility and for converting leads into opportunities and prospects into clients. CRM technologies allow sales and marketing departments to simplify these critical elements, ensuring that the business is still seen in the best possible light in the minds of your consumers.
5. Marketing Analytics & Reporting Solutions
Marketing automation systems provide a variety of valuable knowledge in and of themselves. However, from this vantage point, one category stands out in particular.
There are marketing solutions designed to monitor campaigns and provide detailed metrics. User behavior analysis, dashboards of different types of metrics, illustrative graphs, and reports — marketing monitoring and monitoring systems help companies determine which campaigns are effective and which are not.
Analytical marketing techniques can be specialized, such as website traffic analytics solutions, or they can provide advertisers with a comprehensive view of all campaigns.
4 Key Steps Towards Automation
It is critical to create a workflow before introducing digital marketing systems. This enables the staff to prepare for future processes while still ensuring that automation produces the best outcomes for your brand. There are four major moves to take:
1. Identify The Right Tasks
Look for the team's most popular marketing activities. This is where you'll see the most benefits from automation. As previously said, simple automatic response emails, for instance, will significantly minimize the team's logistical workload. Make a list of all of the latest marketing tasks and choose both time-consuming and automatable ones.
2. Select The Appropriate Automation Software
When it refers to automation applications, there are almost limitless options. Sorting out the right ones can be difficult, particularly when you're just starting out. We'll guide you to the cream of the crop later in this post, and it's also important to note that applications customized to your industry can exist.
Expand the study to ensure this before making a long-term commitment. Most platforms have a free trial period, allowing you to try the app in your own environment and determine which is the right match.
3. Train Your Team
While automation improves marketing efficiency instantly, the implementation of modern technologies and processes necessitates an investment in preparation for relevant workers. Team members must understand how technology blends into their workday and how their job can be refocused.
Emphasize the incentives and allow employees to carefully assess new systems while acknowledging any questions they might have. Marketing automation is expected to become one of the most relevant marketing capabilities, and companies are investing accordingly now and in the coming future.
4. Evaluate Automation Effectiveness
Putting automation in place is not the end of the story. We suggest doing a regular assessment of what is going well, what could be changed, and the effect of automation on key indicators. This allows you to make the required modifications at the proper time.
Automation has a lot of potential benefits. Greater performance, cost savings, increased effectiveness, more informative analytic results, and enhanced customer service are all appealing to marketing professionals.
Almost every company can incorporate and create a successful marketing automation strategy within their organization by undertaking proper preparation, clear priorities, and advanced training.
This can help companies reap the plethora of benefits of marketing automation and take their enterprise to the next level.
Written by Cheryl A Clarke Chief Happiness Officer & Content Marketing Freelancer @ Ginger Marketing (unless stated otherwise)
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