Advertising and marketing automation involves using various technologies to enhance your digital marketing approach and simplify your processes. Automation technology collects information about your target audience when they engage with your business and manages tasks that you would have previously done manually.
One of the most common types of automation is email marketing automation, in which you use a tool to automatically send customers emails based on different actions they have taken with your business. For example, if a person fills out a form on your website, you can automatically add them to a group of people who receive a specific email drip campaign or series of pre-made emails from you.
If you have ever made an online purchase from a large retailer and started receiving emails with suggested products, you will know what I mean. You have a lot of flexibility when choosing how to automate your campaigns. You can choose as much or as little automation as you need.
Digital marketing allows businesses to reach a wider audience and provides better targeting and data analysis. If you manually send emails to everyone who downloads a guide or takes another action on your site, imagine having all that time freed up with the right tools. You will have access to many insights about your customers, such as where they found your company, their demographics, and more.
Connecting your automation tools with your CRM data can make the information even richer.
This will help you to determine which areas of your strategy to prioritize, resulting in more optimized campaigns and less wasted effort.
Focusing on the consumer side of things, with even more information and time to adjust your campaigns, you will develop content that connects with your target market. Instead of sending them pointless information, your targeted content will help you build important connections. The more connections you make with your target audience, the more likely they are to come to you when they need your products and services.
I cannot tell you what the best tool or combination of tools is for your automated marketing campaigns, but I can tell you how to choose the right software. You have to make sure that the marketing automation technology you select can actually do what you want it to do.
For example, a social media scheduling tool is not likely to do much for your email automation. Generally, you should know your goals before spending money on a tool.
You may find a tool that only covers part of what you need, or you may love some tech that does a lot, like our TW3 marketing platform. Some tools can be quite complicated too. If the tools offer free trials like the TW3 App Components, give them a try until you find the features that you need.
You will want to consider the abilities of those who will be using them and the level of technical support you will receive. Not all tools are the same cost. The TW3 membership provides not only multiple marketing automation tools but also training, coaching, and done-with-you set up to help you get started.
Take time to detail who your target audience is and put people into different containers for targeting.
For example, if you are a bank and you provide services for people and businesses, those two target audiences are not likely to want the same emails or advertisements. You can use automation to connect, but if there is a discrepancy between the consumer and the content, your marketing loses effectiveness.
No amount of technology can compensate for a mismatch of customer intent.
People are not computers.
We are not meant to be identical. If you have different audience segments, your content needs to cater to each one. Develop a relationship that keeps people coming back to you. Do not just stop at content separated by different interests or sectors. Even people looking for the same product are in different stages of their purchasing journeys.
The easiest way to think of someone’s journey is to break it down into top of the funnel, middle of the funnel, and bottom of the funnel stages. At the top, people get to know your business.
This is where you establish your expertise and share helpful, useful content that mainly avoids being too sales-y. Marketing automation takes a lot of manual work off your plate, but this does not mean you can stop. You may need to modify some parts of it until you find what really works.
Do you have any more ideas for using marketing automation? Drop them in the comments.
You have a lot of flexibility when choosing how to automate your campaigns, and you can select as little or as much automation as you need. The advantages of digital marketing automation are significant, but automating your marketing doesn’t come without its challenges. You may want to consult with an experienced company to learn more about implementing the right marketing automation solution for you.
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