Understanding your customers’ needs is the basis of an effective and comprehensive marketing automation strategy. Marketing automation is more than scheduling email sends; it’s segmenting audiences, targeted messaging, social media scheduling, advertising, measuring marketing effectiveness on and offline, education and nurture-focused strategy, and strategy execution.
As of 2020, 68% of businesses are using automation for some aspect of their marketing; whether that’s lead generation emails, video distribution, social media posting, lead segmentation, or any other use. As of 2017, marketing automation has been expected to grow 31% each year.
Benefits of Marketing Automation
Expectations on marketers are high, and no marketer has spare time to let slip away. Marketing automation takes on the tedious and repetitive tasks that take up much of a marketer’s day so that they can focus on strategy, creativity, and innovation. Many time-sensitive tasks can be automated, including initial follow-up emails, marketing qualification, messaging or chat programs, as well as automated answering services for the phone. These all fall under the heading of marketing automation and can streamline essential processes.
Marketers rely on data to inform decision-making, and automation simplifies how you view that data. Reporting is how digital marketing reports are planned, executed, and updated. The information collected is presented (often with visual aids) in an accessible way. Generally, these reports update regularly and automatically send to those who need them. Again, automated reporting removes a time-consuming task, creating more time to focus on other assignments while providing the opportunity to expand the scope of reporting and reducing error. By segmenting reports by persona, funnel stage, or project, they can offer more value than a standard report.
Since automation tracks KPI’s and trends, it becomes easy to identify problems in the marketing funnel. If the progression from one funnel stage to another isn’t providing the expected results, you can investigate and develop a solution. With this clarity comes a sense of ownership that allows teams and individuals to ensure they are on track before the problem evolves into something more serious.
Personal, immersive lead nurture requires significant attention to detail. Fortunately, the information that is interesting to a lead is predictable and can be automated to show up exactly where and when they are ready for it — whether that’s their inbox, onsite recommendations, or ads.
All of the above examples exist to increase revenue. Automation can help you craft email campaigns that hit all the sweet spots at just the right time, implement personalized marketing, and automate follow-ups. These tactics help create more leads, convert more prospects to buyers, and maintain relationships with current customers.
A marketing automation strategy allows marketers to reduce human-error in their processes and free-up time to put toward other projects. If you’re looking to make the most of your time and energy, check out your current processes to see where automation can improve them. If you find yourself needing help, reach out for a free consultation with our team. We’re happy to help!