How to optimize your marketing automation can appear overwhelming to anyone new to the automation world. Like most things complex, it’s best to tackle just one thing at a time, knowing that each step is leading you closer to the desired outcome.
In this short article we give you the five best tips to optimize your marketing automation in a step-by-step formula.
First, what are the benefits of going to the trouble to optimize your marketing automation?
Marketing automation when done well, helps you to get more leads and more sales – with less work.
Businesses that use automation have seen improved sales productivity and, reduction in marketing overheads. Marketing automation is described as the replacement of tedious manual marketing processes with solutions that are automated using clever online platforms and software.
For your marketing automation to be successful in helping you grow your sales, personalized and targeted messaging is critical because one-to-one marketing becomes less attainable. The good news is, marketing automation makes it easy to send personalized targeted messages to your prospects in a timely manner as well as helps in strengthening engagement.
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The biggest benefit to marketing automation is that personalized marketing, which is more effective than general marketing, is possible at scale.
In essence, this means marketing automation helps you get more things done in less time. The caveat is, that you must know what you are doing, i.e. you must know how to optimize your marketing automation.
Here are five ways you can optimize your marketing automation and ensure that you are receiving maximum benefit from your investment:
- Know Your Message
Before you begin any marketing campaign, you must know exactly what you want to get from it. What is your objective? What action do you want people to take when coming into contact with your marketing? Without this firmly established, your marketing is like a ship without a rudder, and unlikely to generate any tangible benefits. So the first step is to decide what your objective is and then craft your message(s) accordingly.
- Personalize Your Content:
Generic marketing will never impress your customers. They want to feel valued and appreciated by the businesses they buy from so, ensure whatever content you create, make it personalized. The more personal, the more specific you can make your content, the more your customers will feel understood by you; and the more understood they feel, the more they will TRUST you. In your marketing TRUST = SALES.
- Get Your Team on Board
Training and communicating with your team members are vital for the successful implementation of automated processes. The team might feel threatened by the ‘a-word’ but, instead of something to be worried about, it is necessary to frame automation as a process to embrace. Let it be known that with tools that can do the repetitive boring tasks, they are free to focus more on being creative and to use the talents you hired for them. If you optimize your marketing automation and get your team on board, you’ll have a happier more engaged, more productive workforce.
- Focus on Your Customers’ Experience
The success of your marketing automation process depends on how your customers react to it. That’s why it is necessary to gather meaningful data throughout the end-toend process. By utilizing customer experience mapping, you can establish feedback at major touchpoints. Having this data at hand, allows you to make tweaks to your approach and integrate new strategies wherever needed.
- Make Use of A/B Testing
Your company may already be undertaking A/B testing as part of your evaluation of the success of marketing campaigns. This is always important to do in any marketing process, however did you know you can automate the results tracking of A/B testing. Automated A/B testing delivers real-time data about the impact of your marketing content. By automating this feedback, you will be able to make quick adjustments and ensure your marketing is always on point.
Optimizing your marketing automation may sound complex, however if you take just one step at a time, even a baby steps, over time all these steps will add up and before you know it, you will have created streamlined systems that deliver high-quality leads and customers time and time again.