The Best Bits: 8 Ways Marketing Automation Works For Everyone

When it comes to marketing automation, it won’t be the same for everyone. Each business will use a platform that suits their strategies, values and customers. However there are some ways that every brand can make the best use of the benefits that marketing automation has to offer.

Using your time

A key feature of marketing automation systems is how they streamline processes. Make the most of this by scheduling campaigns and posts ahead of time to optimise efficiency.

The personal approach

Building real-time personalisation brings a human element to your campaigns. You’re likely to stay ahead as customers know that you’re listening to what they want and responding accordingly.

Join up your systems

If you integrate your existing systems with your marketing automation tool then this closes the gap between marketing and sales. This allows your teams to capture better quality leads that can be followed up and converted.

Make multi-channel work

If you have customer emails down to a fine art, that’s great but it’s important to ensure this is replicated across your other channels so keep interactions consistent. This builds a single picture of the customer, allows you to see key points in their journey and create a seamless experience

Automate process, not content

It’s important to make sure that your content doesn’t sound robotic and generic especially if you’re scheduling ahead of time. Content should always be compelling, warm and interesting - if you’ve planned properly, automation should free your time to think creatively.

Think of the numbers

Seeing any boost in your sales is going to give you a warm and fuzzy feeling towards your automation system. However, it’s important to use all the available data and analytics to pinpoint where campaigns have led to a real spike in revenue, and whether this going to be reflected long-term.

Remember the most loyal

You’ll want automation to help you acquire new customers but it’s really important to remember your existing customers. They are part of the overall picture and should be engaged and rewarded for their loyalty - whether it’s through tailored email offers or one-off discount codes.

Don’t give up

Even if you don’t make a successful sale at every turn, automation can help you to re-target leads that haven’t gone anywhere. Using data and insights you can re-focus and engage new customers with fresh and exciting content.