Marketing automation has been a hot topic in the marketing world for a few years now. But what does it mean, and more importantly, how do you go about automating your digital marketing tasks? This blog post explores the basics and tips of marketing automation.
What is marketing automation, and what are the benefits of using it?
Marketing automation is a process to automate digital marketing tasks. Automating marketing tasks can save you time and energy and help you to scale your efforts. With automation, you will automatically send emails, track website visitors, and segment contacts into lists. As a bonus, automation can improve marketing efforts by targeting and engaging your audience.
The four different types of marketing automation
The first type of marketing automation is marketing lead nurturing. This helps people who want to buy your product or service. You capture marketing qualified leads and move them through a marketing automation pipeline in marketing lead nurturing.
In marketing lead generation, marketing efforts should focus on getting people to opt-in or become a Marketing Qualified Lead (MQL). You want to make sure that these leads are within your definition of your ideal client.
In marketing lead conversion, marketing qualified leads have been captured. Then, marketing automation tools help you move those leads closer to purchasing. You could do this with an automated customer journey.
In marketing sales enablement, marketing automation tools can integrate with marketing channels and sales. The automation will bring in marketing qualified leads that can easily convert into sales. For example, after a lead has spoken with your sales team, they may not be ready to purchase. You can add them into a nurture sequence to get them primed in prepared to purchase.
How to build an automated marketing pipeline in your business
The five steps to building an automated marketing pipeline are as follows:
Step 1: Define your goals and create a plan.
Try answering some of these questions. What are your goals for using marketing automation? Do you want to increase marketing revenue? Decrease marketing expenses? What are the marketing goals you are trying to achieve with marketing automation?
Once you have defined your marketing goals, it’s time to create a marketing plan. When creating your marketing plan, you will need to think about where these leads will come from, how many leads will come through, and your marketing budget.
Step 2: Select marketing automation tools.
There are many marketing automation tools on the market today. Still, some include Hubspot, ActiveCampaign, and more. Since you are using other marketing channels and software, you must ensure that the automation tool will work for your needs.
Therefore, the best way to begin your research on selecting a marketing automation tool is by reviewing what automation features and integrations are available. This will help you better understand which marketing automation tools can help you achieve your marketing goals.
Step 3: Start automating digital marketing tasks.
Don’t wait to start your marketing automation. If you wait, you will not reach your marketing goals because you will be spending your time doing mundane digital marketing tasks. I recommend that the first marketing automation you should create is the one you see yourself spending the time on.
For example, if you spend most of your time sending follow-up emails to your free consultation. In this automation, you will need to outline the different outcomes of this consultation call. By integrating your Calendly, you could automate the different emails sequences with ease. You can then re-evaluate which marketing automation tools will help you meet your marketing goals, and marketing qualified leads.
Read this blog if you are interested in how to use email marketing to your advantage.
Step 4: Review marketing metrics.
When creating the marketing automation, you should have designated your KPI. So if you are looking to close sales or get sign-ups to your discovery calls, you should be looking at these metrics to decide if the automation is working for you.
Step 5: Assess marketing performance.
Once marketing automation has been implemented, you can then assess your marketing performance based upon leads, sales opportunities, and your marketing goals. This will help you make the changes you need to reach your marketing goals, like adding or removing marketing automation channels or leads.
A great indication of whether your marketing automation is working correctly is to look at the open and click rates. With low open rates, you may need to update your subject line. With low click rates, you may need to update the copy. By reviewing your marketing performance and analytics, you’ll be able to make the necessary changes to the marketing automation.
Tips for getting started with automating digital marketing tasks
Marketing automation can seem daunting, but it doesn’t have to be. Below are a few tips for getting started with marketing automation:
1. Start small. Don’t try to implement marketing automation for your entire marketing department overnight. Start with small marketing qualified leads goal and increase over time.
2. Select marketing automation tools that fit your needs. Marketing automation tools are not all the same. You need to make sure that you choose the one that fits your needs.
3. Integrate marketing automation into your current marketing channels. Integrate marketing automation into your existing marketing channels for better results. Don’t try to re-create the wheel.
Final thoughts on marketing automation
Are you ready to spend less time and scale your digital marketing tasks? If you want to start an automated marketing plan or need help improving yours, I can help. Together, we can create a digital marketing plan that will help you attract more customers with minimal time investment on your part.