An introduction to marketing automation
You are probably wondering why you should start using marketing automation. This is reasonable because there are some things you should know first. How can your company benefit from it and why should you invest in it? To truly understand whether it’s the right time for your company to use marketing automation and why, you have to determine your goals and you need to know the basics about marketing automation.
What is marketing automation?
You might think that marketing automation is solely about scheduling emails or tweets, but it can mean so much more than that. It’s also about nurturing leads while starting conversations online and providing the right content at the right time. It’s a platform for companies where they can increase and measure marketing workflows. These activities will hopefully boost up their revenue in time. The efficiency of an automated marketing platform lies in the data you will gain, lead profiles, and it’s capability to range leads based on their buying level. The benefit from a marketing point of view is in the insight you will receive from all the data, so you can offer much more meaningful service to your customers. Think about how much easier it will be for you to identify qualified prospects.
Where to start?
First of all you need to choose the most qualified automation tool. The basic requirements are: webinar, email, website integration, CRM integration, lead segmentation and scoring, progressive profiling, A/B testing, form creation and page creation. After you’ve found the right tool, start learning how to use it. You can probably ask for a free demo to help you on your way.
Collect relevant data for marketing campaigns
When you want to start campaigning, you need to know when, where and whom to target. For instance, when you want to start off an online campaign based around a new fragrance for women, you need to collect data that is relevant for this campaign. You can create a form to collect the data that you need. People don’t like to be bothered with endless of questions so if you want them to participate you should limit your form and solely collect relevant information. This data will be included to your marketing automation system and from there you can easily arrange the leads and start targeting wisely.
Create landing pages
Most of the automation platforms offer features for creating landing pages. They can work out really great, especially when you want to attract new leads. Landing pages are useful when you want to launch any kind of online campaign, so start creating one. Begin by creating a smart CTA on your website and link your audience to your landingpage to boost traffic.
You can start monitoring your visitors activity and the gradient of your campaigns, thanks to the handy analytics in your system. This will help you to get the insights that you need to nurture leads. It will give you the possibility to follow up on sign ups or to start communicating on social media networks.
Start experimenting with your new tool and see what kind of actions you can take. For instance, you can start by trying to schedule thank you emails, or send an auto response to new signs ups. Integrate your contacts and start personalizing your automation platform. Several tools offer different features, so it’s easy for you to personalize your communication based on each stage that a customer is in.