Modern marketing demands intimate connections. Gone are the days of selling solely to focus groups or generic market segments. Today, you have to foster relationships with thousands of people on an individual level, so regardless what kind of campaign strategies you follow, you’ve got tons of work ahead of you.
Well-executed marketing automation strategies can drastically lighten your workload while improving overall business performance. When it comes to customer relationship management, adding marketing automation is undoubtedly going to reveal new techniques and practices. If you want to keep pace with your competitors, you’ll put software to work for you.
What Makes Marketing Automation Essential?
Although it’s most commonly associated with email marketing, automation isn’t just about using tools like autoresponders. Good software helps you harmonize your marketing efforts across a comprehensive array of platforms so that you can present potential consumers with a unified front.
Successful companies spread their brand presences around the Web; by providing their audiences with opportunities to engage via social media, web portals, email and other platforms, they make it easier to attract interest and cultivate more viable leads.
It may be tempting to try to simplify your campaigns by focusing solely on specific social platforms or traditional outbound marketing domains, but such strategies rarely hold up to rigorous cost-benefit analysis. Instead of going through the immense expense and effort of trying to find customers in their native territories and entice them over to your home turf, you should cater to their established preferences by serving them ads on platforms they trust.
Social Media and CRM
As you pursue a more perfect philosophy of CRM, marketing automation can provide some interesting new opportunities to refine the way people engage with your brand. As consumers become accustomed to being able to interact with companies via Twitter, Facebook and other platforms, they’ll come to expect that you provide customer service regardless how they initiate contact. Automation tools that aggregate input from different parts of the Internet and help your brand reach diverse platforms may be your only hope of meeting the demand for engagement.
The way you handle CRM on social platforms reflects directly on your organization, and the Internet has a long memory. Failing to post relevant content and respond to interactions makes you look unprofessional and out of touch. Even worse, people seldom forget their initial negative impressions of a brand. Automation software that improves your staff’s capacity to converse, share and promote is critical to surviving in the social media ecosystem.
While content marketing is certain to change as soon as Google announces its next big algorithm or Facebook redefines its ad model, the underlying benefits of automation will remain relevant. Your marketing demands a concerted effort. If you’re creating a campaign for a specific product or service, you need to ensure that pertinent content on different platforms is published in the same general time frame and that it incorporates similar detail. This way, people who demonstrate sufficient interest and research your offerings elsewhere will encounter information that reinforces your marketing strategy and promotes further interaction.
The ability to publish widespread campaign content is vital. Content marketing strategies that lack automation rob you of the power to spread your message further.
The advantages of automation even apply when people seek you out. If someone visits your site and expresses interest, why should you have to do all the legwork required to build a personal relationship? Inbound marketing technologies that automatically collect identifying data, sign people up for subscriptions and route inquiries appropriately make it far easier to do more with your organizational resources. They also ensure that you’ve automatically gathered necessary data for subsequent email marketing and remarketing efforts.
You might not always be able to drum up sufficient buzz using free marketing methods. When you need to buy ad time, however, you have to ask: Is your money is being well-spent?
While it can be difficult to answer this question, automation contributes to a clearer picture. Automation software commonly includes built-in data analysis features that reveal where your consumers came from, how long they engaged with your content and other similarly-insightful factors.
By looking at this information in the context of your overall advertising efforts, you can start to gauge response to different campaigns. For instance, a newspaper ad or bus-stop billboard with a scannable QR code might serve as a unique entry point to a product page or social post that helps you determine who’s listening to which of your real-world outreach efforts. By using automation to facilitate data collection, companies can dramatically increase their marketing ROI.
How Can I Capitalize on Marketing Automation?
Getting the most out of marketing automation is all about finding a platform that works for you. Your outreach strategies dictate how you interact, so your automation software and its provider must accommodate your unique needs.
How will marketing automation software empower your organization? Download this free requirements template to start planning your selection and implementation project.