The term “marketing automation” is a mouthful – but it’s one that is worth repeating. Using technology to build a marketing campaign and send out consistent, relevant messages in an efficient, cohesive manner is always a good thing! So if you’re a little tech-hesitant, don’t get scared off by the term. Because marketing automation is really all about making your marketing easier on you and more effective overall. In fact, there are several things that are really important when it comes to marketing automation:
1 – The gathering of data that can be used to target your audience in a relevant and valued way. Think about all the information that could be collected about your target market. And think about how much could be collected over a period of time. That kind of information is worth its weight in gold, don’t you think? To be able to see the habits of your audience, pre-determine their decisions based on historical data…it’s all a gold mine at your fingertips. Marketing automation software allows this data collection and analysis and it’s obvious how important this information is for your future marketing campaigns. Why shoot in the dark for leads when you don’t have to?
2 – The ability to build a multi-channel campaign that reaches the target market within the channel they are in and the media in which they use. Your audience resides in a vast universe. And not all of your prospects will respond to a message sent via a single channel. Imagine resting your marketing campaign on a banner ad. Okay, so the banner ad is on several highly visible sites that your audience frequents. And the banner ad is actually pretty cool and you’ve received great feedback when you’ve tested it. But not everyone clicks on banner ads. And many people may turn a blind eye to them after cruising the internet for too long. Multi-channel campaigns allow you to send a consistent marketing message across several channels. Email. Direct mail. Text messages. Larger campaigns that seemed unmanageable with your current manpower are within your grasp when you implement automated marketing software.
3 – The development of an information map for your audience. You can make it easy for your prospects to find the information they need by having a clear call to action and the ability to follow through. Landing pages, personalized URLs…when your call to action is combined with an offer, your prospects are induced to move, heading to the automated responses that you have set into place. And in fact, as they move forward and receive those automatic responses, your sales team is in the wings, waiting to work the warm and hot leads.
4 – The ability to score your leads. Not every lead is equal. Some people are ready to buy. Some need more time and information. Some are just looky-loos. And you don’t have the time or resources to waste on the leads that aren’t ready. So one of the best things about automated marketing software is the lead scoring capability, informing your sales team who is cold and who is hot!
5 – The measurement of campaigns. If you throw a marketing campaign out there you want to know what parts of it were a hit and what parts were a miss. Did the email message fall flat? Was the text message the best received? The more you can analyze, the better, because it will enable you to design and implement further campaigns that are even more successful.