Marketing automation is becoming increasingly popular. And it’s only going to get bigger. And like all the other technologies that have preceded it, its implications for digital marketing are extensive.
The question is: how do you power up your digital marketing with intelligent automation?
That’s exactly what we are going to explore in this guide.
So, How Do You Power Up Your Digital Market?
Don’t let the simplicity of marketing automation fool you. Its promises are vast and go far beyond more sales to more leads and better conversions. In fact according to the Lenskold Group, 63% of the companies using marketing automation eventually outgrow their competitors.
The problem is like with many other technologies, intelligent automation looks great on paper but it’s a lot more complicated when it comes to the technical bit. Plus, automation can be overwhelming and exasperating especially if you know little about the process. That’s why I have rounded up a six-step process that’ll help you get started.
Step 1: Set Clear Goals
Ironically, most people will probably tell you that spontaneity rules when you’re doing marketing. But nothing could be further from the truth. Setting arbitrary goals beforehand helps you do things with a sense of purpose.
However, you have to be intentional when setting goals and ensure that the goals you are setting shape your marketing automation efforts. They have to be informed by the current marketing strategies so that you’ll be in a better position to get the desired results in both converting and retaining customers.
Examples of specific goals that you should be aiming:
- Respond to Facebook queries in minutes.
- Doing more brand awareness within the next six months or less.
- Get 100 first time buyers within the first few weeks of the month.
Step 2: Audit What You Have
Once you have set clear goals, its time to clean house. Do a thorough audit of the content you have and find out what could be holding you back. Is there something missing or do you have mostly irrelevant content that you might need to change?
It is only when you know exactly where you stand that you can be able to effect change. You’ll know which pages are working best and change or completely do away with the ones that are pulling you back.
Step 3: Get the Right Tools for the Job
Once you have set clearly defined goals and cleaned house, you need to get the best marketing automation tool for the job. After all, even a plumber needs all his necessary armory to get the job done. And it would be even better if you could go for software that aligns with your goals. For this one, however, I would highly recommend seeing what other players in the industry are using for their marketing automation solutions before you make any decisions. This way, you can narrow down to the very best and then make a conscious decision.
Step 4: Create Content That Resonates with Your Customers
Your marketing automation will be no good if your customers don’t like the content you are churning out. You need to craft content that resonates with your readers and lures them to want more. And you can probably start with what’s already working. After all, they say that you shouldn’t reinvent the wheel if it is working perfectly.
So, instead of spending hours thinking of what to write, why not start by looking at the current trends? What’s popular and then come up with your own great content.
Step 5: Publicize! Publicize! Publicize
You’ve made magnanimous leaps. You’ve got your goals all ready. You have cleaned house. Gotten the right armory for the job and created remarkable content. Now all you have to do is publicize it. You have to reach out to your audience. Get their attention and make sure that you have captured them completely. So that they can in turn share and repost your content to other social media sites.
Step 6: Put the Automation to Test
Before you buy a car, you obviously have to do a test drive to ensure that you’re getting the real deal. And while automation is a smart decision, the only way to know which moves were effective and which ones you might have to take a rain check on is by testing testing testing. Sometimes it may probably be nothing – a few edits here and there and you are right back on track. However, sometimes you might need to either minimize or completely do away with automation especially if the manual tools seem to be more effective.
Wrapping It Up
At the end of the day, marketing automation has a proven track record. It works and it has been for years now and its impact on digital marketing is nothing short of remarkable. It helps you assess where you are at in terms of leads and conversions as well as gives you a clear picture of how your content looks like with less involvement on your part.
In addition, it puts two and two together in as far as actions and outcomes go to help you identify the areas that could do with a little improvement. And as long as you follow through each of the six steps we have mentioned, you’ll have no problem powering up your digital marketing.