Marketing Automation is a key part of every successful marketing team's strategy. but, for those new to the field, or those hoping to break into it, understanding this aspect of digital marketing might seem daunting.
Don't Worry, if you're looking to launch a new career in marketing, or just hoping to hone your marketing skills this article will teach you about marketing automation
1. What is Marketing Automation?
Marketing automation is essentially the adoption of tools and services that can automate different marketing or sales activities to boost efficiency, streamline, activities and goals increase transparency, and enable the tracking and analysis of large amounts of data. Put simply whether you're collecting customer information or planning a social media campaign any task that doesn't require the direct involvement of a human can significantly benefit from marketing automation.
Marketing automation tools can increase efficiency, accuracy, and productivity in a range of areas. whether working on email marketing surveys follow-up messaging events scheduling social media posting advertising campaigns or content marketing a marketer can transfer repetitive tasks associated with these actions to one of the many sophisticated tools which have been designed specially to perform them.
2. How Does marketing automation Work?
With repetitive and often mundane, tasks such as emails and social media scheduling, and other website actions automated by sophisticated tools these activities become significantly easier to manage and are more streamlined and better aligned with each other and the needs of the team.
In marketing automation every tool and task is different but there are some general rules that marketers typically follow when moving processes over from manual to automated.
1. They assess their Marketing automation needs
Before a marketer decides on a tool or process they will ask themselves what it is they are hoping to achieve with automation. Do they have an overall goal? Do they want to save time? Do they want to increase team productivity or efficiency? Do they want more accurate customer data? Identifying the team's core needs will enable a marketer to prioritize the automation of certain tasks and help them, choose the right tools for the job.
2. They identify their audience
As a next step in the automation process, a marketer will carefully study the company or brand's current audience, customer, or user base. this is because understanding the target market will help the team know which tools will be most useful in helping to reach and retain those users. A marketer will look at the following factors when building up an accurate picture of the current audience, demographic, geographic, behavioral, and psychological.
3. They research and choose their Marketing automation tools.
Armed with an understanding of their goals and data about their customers, a marketer will explore the automation software available that best suits their needs. Once a tool has been found that looks like a good fit, they will then get to know its capabilities so they can maximize them to the advantage of the team and overall company goals.
4. They implement, monitor, and make improvement
With a clear strategy in place, a marketer will implement the chosen marketing automation tool, and team members are informed what they'll be responsible for including during the transition from manual to automated-as well as what will be expected from them once the tool is up and running. Over time the tool is mentioned and tweaked until it is meeting the needs of the team, streamlining processes, and increasing efficiency.
A Marketing automation strategy might look something like this:
1. Build targeted lists
2. Launch campaign
3. Measures activity
4. Assess and segment customers
5. Feed qualified leads to a CRM tool
6. Nurture Warm leads
7. Analyze overall performance
3. What are the benefits of marketing automation?
Marketing automation offers a host for marketers and their target users, whether automation is adopted to streamline customer correspondence or to execute repetitive processes, the scope of tasks which automation can help a marketing team to align and simply is growing all the time and provides considerable value to the companies and individual who use it.
What problems can marketing automation help to solve?
Personalization
Marketing Automation enables marketers to create more human interactions with their customers, while still reaching large groups of people. using the bank of user data that an automation tool can gather, communications can be scheduled around user behavior and preferences rather than set at random. these personalized customer experiences help a brand to become more memorable to its users and bolster the relationship between brand and customer.
Eliminates Manual tasks
Automation enables marketers to set up manual processes just once and then forget about them. automated campaigns can run in the background without assistance or be tweaked and adjusted as necessary. the types of tasks that automation can take over include reminders, follow-ups, reporting, customer emails and newsletters, social media scheduling, and data collection.
Reduce Costs
When manual processes are automated marketing costs come down this is because team members are no longer occupied with manual tasks and can instead use their experience and energy on higher level tasks that make better use of their skill sets.
How Automation helps marketers
Marketers' automation tools can gather and draw conclusions from customer data so that marketers can make data-backed decisions. many sales and marketing automation platforms offer complete solutions to gauging consumer reactions to marketing campaigns by building complete user profiles and forecasts for a tram to learn from.
Popular Marketing Automation tools
1. Email Marketing Automation
- Mailchimp
- customer.io
- Drip
- Mailjet
Social Media Automation
- Hootsuite
- Buffer
- Mention
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