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Marketing automation stratagies

Why Automated Marketing Strategies Are The Makeover Your Business Needs

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An outdated marketing strategy in 2020 is like trying to squeeze yourself into an outfit from seven years ago. It’s not your size, it’s not your style, and it definitely isn’t comfortable. Much like the ever-transient trends in fashion and what’s in, marketing at this point in history resembles a similar, if not a faster pace. While you are still at it with your 2019 marketing strategy, the buying patterns and behavior of the consumers worldwide have gone through drastic changes with a hyper boost of everything digital. Buckle up and plan a robust marketing strategy for the ‘new normal’ and stay relevant with automated marketing strategies that are defining the trends for marketing worldwide. 

According to new research, 44% of marketing leaders believe automation will be the future and the new face of marketing strategies for businesses of all kinds. Marketing automation promises increased sales, leads, conversions, and much more, with reduced market overheads and in much lesser time. This implies greater efficiency, cost reduction, and an enhanced customer experience, all crucial prerequisites of taking your business a couple of notches higher. Having said all that, it is also true that automated marketing strategies and their entourage might be a little overwhelming to grasp initially. So, here’s an essential breakdown of the how’s, why’s, and what’s of automated marketing:

Why Incorporate Automated Marketing Strategies:

Increased Efficiency

One of the key pros of automation is that it increases the efficiency of your team manifold as designing marketing strategies can demand a lot from your business’ resources. Think of it this way: with automation, your team can concentrate on more niche responsibilities that require their expertise, like client interaction, content creation, etc. All this while, automated marketing strategies will take care of tasks that don’t need human intervention: customer communications, lead nurturing, content scheduling, social media management, market research, analytics.

This also means that your team isn’t working on repetitive tasks that might drain their creative potential, thereby reducing their productivity. With automation, you can reallocate your budget back to important campaigns that need more of what your team is best at, promising better returns. 

Timely and Beneficial Customer Interactions

Instead of paying a team member to answer client/customer emails, get automation to do the job. Emails are one of the easiest places to start your journey in automated marketing strategies. Well-timed and well-written automated emails make sure that the customer interaction is kept warm without requiring any extra time or effort from your team. 

Useful Data and Analytics

One of the key pros of automation software is that they collect and analyze data regarding leads, customers, sales, campaign success, etc. It requires no marketing degree to know that relevant data is pivotal in assessing the efficiency of past campaigns to tailor future ones accordingly. Automation also allows A/B testing which gives you the tools to optimise content in real-time. 

 

How to Incorporate Automated Marketing Strategies:

  1. Turn to your Team

Consult your team and seek out the tasks they find most repetitive and draining. Plotting out your marketing tasks and allying it with automation is the sweet spot to incorporate it in. 

While automated marketing strategies will definitely make productivity more seamless in your team, you need to ensure that they have their fingers on the pulse of the new processes and software. And the only way to do it is with sufficient training. Before you let automation take over completely, make sure your team is acquainted with the changes, benefits, and possible concerns of the new systems. 

     2. You need the Right Automation Software for Your Business

Given that marketing automation is predicted to become one of the most important marketing skills, there are software now available and seeking out the right one to start with will be crucial but also a Herculean task. Narrow down your choices to the software that is tailored to fit the systems of your industry. Most platforms will come with a free trial period. 

Here are some of the most trusted automation software out there:

Sendinblue– For the small businesses

Infusionsoft– For startups and SMBs (small to midsized businesses)

ActiveCampaign– For advanced marketers who need a wide range of customization

Constant Contact– For email marketing (limited contact lists)

HubSpot– For scalable marketing automation

Act-On– For businesses with expansive marketing automation budgets

Implementing automation is hardly the end game. You will require a periodic review of current glitches, possible solutions, what can be improved, the impact of automation, etc. 

What You Will Need to Amp Automation Up

Human connection can never be discounted from effective and top-notch marketing strategies, no matter how great automated marketing strategies are working out for your business. It will, after all, only take care of the mechanics of marketing. Human expertise adds meat to the mechanics through innovative content ideas to keep the wheel churning. Here are a few ways in which you can optimize automation through human expertise:

  1. Understand Your Audience

One can never emphasize enough on how significant knowing your audience and its behaviours are. Starting from the demographic profile and location to their interests, likes, and what they respond the best to. Knowing your buyer will help you create personalized, impactful content that moves them closer and closer towards brand loyalty. 

     2. Wield Narrative Power

The contemporary buyers, with the majority of the expenditure power in the hands of Gen-Z and the millennials, believe in and want to invest in the power of story-telling. Therefore, it is important that you have a narrative and a voice that is unique to your brand. Depending on your target demographic, you may opt for a no-nonsense, corporate tone, or one that is more warm and conversational. And while it is crucial to have range and versatility in your content, make sure that you’re not jarring your audience with what may seem to them as unfamiliar or alien. 

  1. Watch Your Tone

Your emails and messages may be automated but it needn’t be that the tone is robotic and mechanical. The content should have the quality of a human creator. Adding to that, while front-end technology is crucial to ensure that customers face no glitches, it is also important they have access to hassle-free back-end support. Human interaction is key in allowing trust-building.  

While automated marketing strategies will allow you to be at the top of your marketing game at all times, at no point should you let it take the driver’s seat. Nothing can substitute studying trends, remaining relevant and tactical, and staying human for building long-lasting customer relationships, loyalty, and trust.

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