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A Guide to Marketing Automation

Larry VanDenHandel on February 4, 2020

Marketing automation enables possibilities. It generates leads and creates conversions and sales, all with minimal work. Brands that utilize automation have perceived growth in leads and sales, causing 14% of sales productivity and 12% of alleviation in marketing overheads. (Adobe)

For marketing experts, automation is something that provides a chance for coherence, cost-effectiveness, and a refined level of customer experience. Learning about automation might seem complicated at first. But with the proper information to help you out, the learning process will be nothing but easy.

In this article, we will be discussing everything that a marketing team needs to understand automation.

How can automation be utilized in marketing strategies?

A study by the Digital Marketing Institute concluded that 44% of marketing leaders trust that automation will be a highly valued skill in 2020 — a fact that must be considered for hiring and training staff in the years to come.

The following are some of the methods that you can use to inject automation into your marketing strategy:

Divert attention to techniques

The objective of automation is to intensify productivity. Marketing tasks require significant pressure on your brand’s assets. Automation sets the time to loose on things that would need your team members’ skills, including methods and communication.

The automated process will handle customer interaction, fostering of leads, content planning, social media control, market studies, analytics, and just about any responsibility that does not need any human participation.

Applying automation can help the business come up with an increase in productivity and order.

Dispense funds

Efficiency is the main procedure in automation. When everybody concentrates on their main tasks, more is done and achieved. As a result, a higher turnover rate is observed without hiring more people for labor.

Automation takes away the burden of monotony, enabling people to learn everything they need. Through this process, a brand can redirect and dispense its funds back to its campaigns to receive more returns.

Keep up with customer communication

Functional communication is necessary for creating a mutually-beneficial relationship with your customers. However, it does not demand employees to be stuck on their computer chairs while sending and replying to emails all day. In fact, email automation is one of the best ways to begin.

For instance, when somebody visits the website and creates a conversion, a process of carefully crafted automated emails can be sent to the new customer in order to keep them receptive to interactions.

Such a scenario produces two significant effects:

One, it guarantees that the previous interaction has been placed in a timely fashion. Two, it needs no extra work from whoever.

All that needs to be done is to set it once and viola — that’s basically it. From then on, you can work your way up and before you know it, you have gained a new customer.

Emails can show you the things that automation can do. Once you have seen it, you can go for different formats like chatbots for instant customer support, time-limited offers via text messages, and even preprogrammed phone reminders.

Collect significant analytics

Automated software gathers and comprehends data about sales, leads, marketing success, and other measures to determine marketing standing.

All of these aids businesses in evaluating the productiveness of previous and contemporary campaigns, studying which ones to discard and reuse while formulating other strategies to include in the future.

The results of automated analytics refine every phase of a firm’s marketing process. A/B testing gives advantages to brands — benefits that they can utilize to come up with content that creates a significant impact.

Four Things to Remember

It is necessary for brands to create a system prior to applying automated marketing processes. Doing so enables your team to get ready for new processes, making sure that automation gives the best results for your business.

Here are four things that you need to remember:

1. Determine the proper steps

If you want to maximize automation properly, identify the things that you repetitively do and apply it to avoid wasting time.

Minimize the administrative burden on your team and set all your tasks at hand. Determine which tasks take a longer time to accomplish and utilize automation to implement them with ease.

One specific way in which you can apply this is by simply automating response emails.

2. Choose the best automation software

The market offers a lot of automation software. Figure out which one best fits your needs.

Do a lot of research and make sure that whatever you choose can provide the things that you need to operate seamlessly on a daily basis. It would be great if you can find one which offers a free trial period.

That way, the resources that you spend upon the testing time frame won’t go to waste.

3. Orient your team

While it is true that automation improves marketing processes, teaching your staff about it takes an ample amount of time.

Train them on how to incorporate automation on their tasks to hasten productivity, and make sure that they understand just how necessary it is to properly use it. Highlight the benefits that it gives and allow your staff to test it out. Discuss the concerns that they might have and be sure to answer their questions right away.

As technology improves every single day, more people must be inclined with tech skills — like marketing automation for instance. As the latter is considered to be one of the future’s most vital marketing abilities, establishments are investing in it and preparing for the years to come.

4. Assess the effectivity of automation on your business

Make sure to provide feedback about the automation software that you have applied to your systems.

Discover what worked well, recommend improvements, and study the effect of automation on key metrics. Apply what you have found out and implement the necessary adjustments to enhance your organization.

Examples of Automation Software

There may be many automation platforms available in the market today, but scrolling through the best ones will save you a lot of time.

Here are five examples of the best automation platforms that you can use for your brand:

1. Pardot

Despite its pricey rate, Pardot is definitely worth a shot. Aside from its built-in search and social marketing attributes, it also provides limitless automation branching and has powerful features that are packed in a single automation platform.

2. Campaigner

Campaigner has a user-friendly interface with numerous templates and integrations that you can utilize for your processes. It has an online resource center that you can reach for support, along with great features available for a significant trial period.

3. Get Response

GetResponse offers hassle-free email tracking, accessible help section, and third-party integrations. It also provides a good deal of stuff that you can try out for free.

4. HubSpot

HubSpot is known for its unique integration and hassle-free structure which provides substantial content organization systems, performance metrics, email marketing, analytics, and lead ranking. This automation platform works best with CRM and sales-related tools.

5. Act-On

Act-On focuses on functionality and ease. It has organic, social media plug-ins and other tools that one can use in making automation quick, plain, and simple. It’s a one-stop-shop platform that contributes to achieving better CRM, social media and search marketing tactics.

6. TrustSpot

TrustSpot is a review automation software. With features to help with collecting company and product reviews, on-site display, SEO, customer retention, and marketing. TrustSpot also has a customer experience survey feature as well as another platform for customer loyalty.

Make Content Creation a Focal Point

Although automation holds the technicalities of marketing, a person’s knowledge about it is still vital to the message that the business gives out to its customers. Take note of the following when generating content for your automated marketing campaigns:

1. Study your market

The knowledge that you have about your audience will determine the level of impact that your content will make. Study your market and determine their interests, location, or even their habits.

2. Determine the voice to go for

The type of voice that you use in emails and conversations is an important aspect of the relationship that you want to build with your customers. Set the tone which you think will work best in reaching out to them and be sure to use it consistently.

3. Incorporate enthusiasm

Despite sending out automated emails, utilize content that indicates enthusiasm in communicating with others. Come up with seemly personalized emails (program automation to detect names used in the user’s email address, for instance).

4. Mix it up

Avoid using the same content over and over again. Your audience will get tired of seeing the same thing. Mix it up. Try playing with various formats. Use high definition photos, and give your customers some motivation to continually use and patronize your brand.

5. Stay Pertinent

Keep yourself updated on different trends within the industry that you are at. Offer the latest products and services, and indicate it on your content.

Five ways to maximize automation systems

Here are five ways that you apply to maximize the use of automation systems in your business:

1. Set your goals

It is necessary for your brand to determine the things that you wish to achieve before even starting a marketing campaign. Failure to do so might lead to undesirable outcomes.

Furthermore, the whole process would lack the direction that it needs in order to prosper. So if you want to drive more traffic to your website, acquire new customers, increase your sales, or grow your market share, automation can help — all you need to do is to identify how and where you can utilize it.

2. Customize your content

Make your audience feel valued by sending them personalized content.

If you want to implement automation software in your business, use it to avoid generic content and similar emails. Create the illusion of uniquely tailored content for each user.

3. Employ A/B Testing

Your brand might be using A/B testing in relation to your assessment of marketing campaigns.

But applying automation in the whole process brings a lot of advantages — like quickly making adjustments whenever necessary. A/B Testing also gives real-time information about the effects of your marketing content — a fact that emphasizes its importance in the business.

4. Make your team understand

Most employees feel threatened whenever automated systems are mentioned. This is because of the notion that automation disregards the need for human employees, which, in fact, is totally untrue.

Help them understand that employees and automation must go hand-in-hand in making marketing campaigns a success. Make them see that automation is a tool that they can use to hasten their tasks, refine their abilities, and increase productivity.

5. Make customer experience a priority

The main objective of applying automation must include enhancing the customers’ experience with your brand.

Collect necessary data and make feedback at major touchpoints. Apply tweaks and integrate the automation that you need. Make sure to see some results on both your brand and the audience. See the analytics and evaluate the next steps right after.

Conclusion

Automation presents many advantages for your business. A brand may use it to improve productivity, promote greater efficiency, achieve cost-effectiveness, gain insightful analytics, refine customer support, and other benefits that are helpful to marketing professionals.

However, maximizing its effects lies with the company itself. Consequently, with strategic planning, training, and content management, any business can implement marketing automation with success.

Larry VanDenHandel
Larry VanDenHandel

Larry is the co-founder & CTO of TrustSpot. When he's not developing a new feature or managing our engineering team, you can find Larry at Disney with his wife and daughter.

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