Marketing Automation Basics

A lot of marketing tasks can be tedious and time-consuming, eating into hours better spent on other, more productive endeavors. Finding ways to make your marketing process more efficient is essential. Marketing automation is the latest tool to help empower marketers, but a lot of people still don’t really know what it means or what it does. In a technical sense, marketing automation is a software platform designed to streamline, automate, and measure your online marketing process. It’s impact on a business is tangible: marketers with a marketing automation program outperform those without. It helps increase sales while reducing long-term costs. 79% of the top-performing companies utilize marketing automation, and its use is only growing. We’ve outlined just a few areas where marketing automation can help you. 

 

1.  Automated Email Process

While marketing automation is so much more than just email marketing platform, streamlining this process can do a lot to empower marketers. Producing a marketing email can be a time intensive process. According to a 2017 study by Litmus a majority of marketers will spend up to a week crafting an email before it’s finally sent. Automating parts of this process can save valuable time and money, allowing you to focus on other important things. 

Marketing automation can also ensure that your emails are targeting the most relevant audiences. For example, if a visitor shows an interest in a certain product or service on your website, marketing automation can give you the tools to follow up with them via email and provide more information on their interest. You can also plan email campaigns around specific dates, seasons, or individual users subscriptions. 

2.  Streamline Content Promotion and Social Media

Content promotion is essential to generating sales and growing your business. In 2017, most marketers spend up to ten hours a week just updating their social media presence. Marketing automation allows you to make the tedious task of designing posts, pins, and tweets more efficient. For example, marketing automation can streamline new blog posts into your social media presence by automatically generating a tweet as soon as your blog goes live. 

3.  Comprehensive Lead-Flow Process

Once you’ve driven more people to your website, generating more conversions and leads, you need to know how to capitalize on it. Doing this ensures that users stay engaged with your product or service, and you’re more likely to make a sale. Perhaps you add them to an email campaign, or a CRM? Maybe both. Marketing automation allows you to do this without any manual work, so no potential sale falls through the cracks. Equally important is the automated lead scoring qualification process. By looking at the behaviors and profiles of various leads, marketing automation can track and sort them into Marketing Qualified Leads (MQL) and Sale Qualified Leads (SQL). This way, you’re not wasting time and money on low-quality leads. 

4.  Insight into ROI and Analytics

Any marketer needs to measure the degree of success of their campaign, and make choices based on the data. Marketing automation is a tool to ensure that you’re getting the best insight into your campaigns as possible. A big part of this is integration – nearly all marketing automation platforms allow you to integrate other platforms you use, like Google Analytics, Zapier, Salesforce, and more. This way you can track the entire lifecycle of a customer – from a passive website visitor to a paying customer – in one central location. Marketing automation can analyze ad performance, breakdown long-term trends, and run reports on all your marketing assets. From here, you can see just how much marketing automation pays off, and make informed decisions on where to go next. 

 

Conclusion

Marketing automation efficiency and empowerment, not replacement. It’s designed to increase productivity and profits, while giving you the analytical tools to measure the success of your work. Email automation is a good place to start – any marketer will tell you how time-intensive an email campaign is. Beyond that, automated social media campaigns are more efficient and effective at reaching the right audience to increase sales. Finally, tracking lead-flow and ROI is time consuming and complicated. Marketing automation does the tedious work for you, allowing you to focus on the bigger picture.

If you’re curious about what marketing automation can do for your business, or want more information, contact Custom Creative Digital Marketing.