If you own a business or work as a CMO, you understand how hectic work days can be.
Back-to-back meetings, ensuring your team is on track to meet their quarterly goals, double-checking your new Face book campaign (which will go live in the next 20 minutes), and so on.
It can be difficult to balance everything you need to do while also ensuring that your marketing reaches the right audience, at the right time, with the right message in order to successfully generate new business. As a result, many businesses have turned to market automation.
So, let’s start with the fundamentals: What Exactly Is Marketing Automation?
You’ve probably heard the term marketing automation before, but you may not have fully grasped what it entails – and that’s fine!
Simply put, marketing automation refers to software that exists to execute marketing actions (such as publishing social media posts, sending out emails, and so on) without any manual effort.
When used correctly, this software nurtures prospects with helpful (and personalised) content that is intended to convert them into loyal customers.
Wow. So, are businesses succeeding with marketing automation?
Marketing automation is “very important” to the overall success of their marketing, according to 90% of the most successful users.
Let’s go over some of the advantages so you can understand why marketing automation is important for marketers and business owners.
1- It helps you save time.
Ehsan Jahandarpour, a growth hacking influencer, and Brian Downard of BD Ventures published an excellent infographic on how marketing automation saves time (and money). Here are some fantastic takeaways:
- When you automate your social posts and ads, you save more than 6 hours per week on average.
- By automating your outreach and follow-up emails, you can increase your response rate by 250 percent.
- Setting client appointments or meeting with an automated tool can save you up to 80% more time.
You no longer need to log into a tool every morning to schedule your social media posts for the day or send out one-off emails.Digital Marketing Agency allows you to schedule everything you need ahead of time, freeing up your time for other marketing activities. Who doesn’t like the idea of “setting it and forgetting it?”
Furthermore, all-in-one marketing automation tools like HubSpot will save you time switching between platforms. When you’re constantly switching between tabs just to get a campaign started, you’re wasting a lot more time than you realise.
2- Assists You in Getting More From Your CRM
First and foremost, I’d like to clarify that CRM software and marketing automation software are not the same thing. I’ve heard some people use the terms interchangeably, but they’re not the same.
CRM (Customer Relationship Management) software focuses on contacts and is typically used by sales. This type of system saves contact information such as names, addresses, phone numbers, and frequently their behaviour or conversations with you.
Marketing automation software, on the other hand, is focused on marketing.
It not only saves important contact information, but it also shows where your contacts are in the marketing funnel, what resources they’ve downloaded, what web pages they’ve interacted with, and, most importantly, it allows you to set up processes that will automatically perform critical tasks for you based on these interactions.
CRM and marketing automation software, while excellent on their own, are even more valuable when combined.
When you use a marketing automation tool that integrates with a CRM, you’ll be able to see all of your contacts’ sales and marketing activities in one place.
This provides you with a much more complete picture of a person’s relationship with your brand and allows you to better align your outreach with it.
Marketing automation integrated with your CRM, for example, can be used to send targeted emails directly to contacts already in your system. Without this integration, you’d have to manually upload all of your contacts from your CRM database, which wastes money and time while increasing the possibility of user error. If someone inadvertently misspells an email address, that contact will not receive your email communication, and you may lose a sale!
3- Provides “Big Picture” Data
When determining how to increase ROI and ensure your company’s success, you must have direct access to your critical marketing KPIs. However, if you use 2-3 different tools, you’re likely to waste time switching between platforms and find it much more difficult to tie your metrics directly to your campaign.
A marketing automation platform, such as HubSpot, allows you to tag all of your marketing activities with the campaign to which they are linked, as well as see comprehensive analytics of your traffic, conversion rates, clicks, and so on all in one place. Instead of forcing you to jump from platform to platform, robust, multi-functional tools like this give you a big picture of your data and how everything works together.
It’s a lifesaver, believe me.
You can also access reports and see how everything is performing in real time.
When you use a single tool that is specifically designed to track how your marketing efforts are affecting your sales, you get the visibility you need to immediately pivot your strategy. Red flags (and overall poor performance) are unavoidable.
You can relax knowing that your online audience will receive the same, consistent experience based on their actions if you use a marketing automation tool.
When a user subscribes to your blog, for example, you can set up a workflow that automatically sends a welcome email with article suggestions and possibly a follow-up offer. Depending on how your blog is set up, you can also have new articles sent to subscribers as soon as they are published.
This is all handled automatically by marketing automation; there is no need to worry about manually sending emails to your database.
This ensures that regardless of when a user enters a workflow, they will always receive optimised messaging.
5- Allows for customization
So, here’s the deal: personalised emails result in 6X higher transaction rates, but 71% of brands don’t use them.
Fortunately, a good marketing automation tool makes it simple to tailor content to your personas.
Many automation tools, such as HubSpot, allow you to insert personalization tokens (such as the recipient’s name) into an email blast. Incorporating elements like these make your emails appear more personalised as if they were sent to them individually rather than to a large group.
When a contact receives an email that appears to be personalised for them, they are more likely to open it and engage with it.
Consider this: would you be more likely to click on a general newsletter or an email that appears to be tailored specifically to you? An email with your name and the phrase “We thought you’d be interested in X, Y, and Z because we noticed you downloaded Offer #1!”
I believe it is safe to say that we would all choose the latter!
These personalised workflows are simple to set up and deliver incredible results with marketing automation. It’s all about getting the right message to the right person at the right time. It’s all about tailoring your content to your personas’ needs and/or providing the solutions they seek when they need them.