What is marketing automation and how can you achieve at this

Before we get into just what marketing automation is, let’s take a closer look at what benefits it offers.  Besides saving you time and money, there can be no doubt that businesses that implement marketing automation have seen a reduction in overall marketing costs, improved productivity and increased sales.

But what does marketing automation mean?  Well, basically it’s designed to automate most digital marketing activities.  Sounds great, right? Of course, it does.

Marketing automation offers much greater efficiency – at a lower cost.  The key is incorporating marketing automation into your overall digital marketing strategy.  It would be hugely beneficial to complete a digital marketing course so you can keep up to date with all the latest marketing automation trends, tips and techniques.

What is marketing automation?

The speed of business transactions has increased – dramatically.  There isn’t a consumer online that is willing to wait a lengthy period for a response.  Today’s sophisticated consumers want engagement and they want it instantly. And why shouldn’t they?  We all know that the internet is instant, so is it too much to ask for instant engagement? The short answer is no.  In fact, speed of engagement with your customers is the number one goal of all digital marketing.

Marketing automation can give this to your business.  It has the amazing ability to help you automate not only your marketing, but your sales engagement too.  Great news! Marketing automation will help your business generate more leads, improve your engagement speed and ultimately increase sales.

Automation can be done for your social channels marketing as well as your internal marketing and even email marketing. – the possibilities are endless. 

So, what’s in it for my business?

There are many digital marketing challenges that marketing automation could solve.  All types of businesses, from SMEs to large corporations would benefit from the many marketing automation solutions are available.

Marketing automation helps companies reach potential clients, engage with existing customers as well as improve the turnaround time it takes converting leads to sales.  Although there are many misconceptions about marketing automation being impersonal, if you keep it short by getting to the point, avoid looking spammy and keep it interesting you’ll get it right.

Here are a few areas where marketing automation will benefit your business

  • Digital marketing
  • Social media marketing
  • Email marketing
  • Lead generation
  • Lead nurturing
  • Website pages
  • Abandoned cart reminders
  • Retargeting
  • Welcome messages
  • Forms

How to achieve marketing automation 

Although the thought of switching to marketing automation may seem like a huge project, the main point is just get started.  To say that marketing automation can be complex is an understatement, so start off with smaller automation projects and once you’ve succeeded with them move on to larger projects.   A good place to start is with an automated email marketing campaign.

So, let’s get started, there’s no time to lose when it comes to implementing your marketing automation strategy:

  • Get buy in – When introducing new concepts of technology into an organisation it’s important to have complete ‘buy in’ from all stakeholders.  Digital marketing initiatives are costly and time consuming, so you’ll need everyone on board.
  • Define the goal – Decide what goals you want to achieve before you start by setting out your overall digital marketing strategy and incorporating marketing automation.  Remember to also set out long-term goals.
  • Do research – Carry out lots of research on marketing automation before deciding which new technology to introduce. There are many to choose from and more marketing automation tools are being introduced all the time. 
  • Redirect focus – Although marketing automation is seen as part of an overall digital marketing strategy, it’s important to redirect focus on this aspect alone as it can get lost in the bigger marketing picture.
  • Budget wisely – When introducing new tools and features into your digital marketing strategy keep in mind you’ll need to reallocate part of the budget for marketing automation.  Be sure to not underestimate costs as this can have a dire effect on the outcome.
  • Training – Ensuring your entire team receives the necessary training on new software and automation processes. Don’t assume the introduction of marketing automation will automatically run smoothly if you fail to train your team.  Don’t forget to emphasise the benefits to them of the new technology and they’ll focus better.
  • Analyse effectiveness – Undertaking a full assessment of the effectiveness of your marketing automation is key to making adjusts at a later stage.