Nowadays, marketing campaigns are flesh and blood of sales’ processes conducted by various businesses from local hardware distributors to international airlines. The major goal of these efforts is clear as they have to promote a certain product or service. But among all marketing tools, automation is one of the most useful approaches.
Marketing automation is a complex term which stands for all software solutions and strategies powered by these solutions which are focused on optimizing marketing processes. Simply put, we are talking about tools designed to automate routine tasks and free time/resources of your team. The mentioned tasks include but are not limited to:
To get rid of doubts about the automation importance, let’s reveal that the global market of this software is expected to increase up to $7.6 billion by 2025, as Grand View Research reports. Means, it’s better to catch the rocket now. For all who are interested, the following info about automation benefits and tools will be useful.
Abstract advantages of automated processes are familiar for the majority of managers but they not always realize exact power. For this, you want to check the list of major reasons why marketing automation solutions are indispensable for modern businesses:
Combined, these points can increase the ROI of your company greatly. This fact calls correlates with results of the survey report issued by Ascend2 in 2017 where 46% of respondents revealed that ROI boost is the most important strategic objective of implementing automation systems. Plus, 45% of surveyed companies answered that both optimizing productivity and attracting new clients are core goals, too.
From the aforementioned study by Ascend2, we discover more intriguing insights. For instance, 33% of salesmen consider their automation strategies totally successful while 51% of respondents classify them as «somewhat successful» Furthermore, the survey participants reveal their attitude to critical challenges compared to set objectives. Points with the greatest gap are the most vital when you choose which features to focus during the strategy creation.
Keeping these ideas in mind, let’s take a look at primary approaches to setting your marketing automation project. As a bonus, you will get examples of useful tools for each task.
Just imagine how many hours employees spend on attracting and tracking leads, creating unique offers for them, and sending follow-ups. The thing is that a lot of modern entrepreneurs still think about automated lead generation (and, particularly, about email campaigns) as spam.
However, implemented correctly, auto strategies can deliver useful personalized content, track and nurture leads without overloading them with unnecessary info. Consider adding some machine learning to teach software sending relevant emails which will prevent hot leads from turning into cold ones. As a result, automated processing will boost conversion rates.
Tools to use:
The global advertising market is growing rapidly when only Google increased its ads-related revenue up to $116.3 in 2018 with an insane 22% YoY growth, according to Statista. Currently, nearly all business place online ads or promote their brands via various channels. To survive in this noisy environment, you should focus on creating elaborate campaigns delivered with paid and organic approaches.
This task isn’t a simple one. Solid advertising strategies require good research, targeting, performance analysis, and constant optimization. AI-driven automated solutions can analyze existing market data to offer advertising ideas or forecast future clients’ needs. Software also is able to monitor ongoing campaigns, identify specific behavioral patterns, and notify your staff about important market changes.
Tools to use:
Continuing the previous point, it’s vital to remember about SMM. It seems easy to maintain the brand’s pages in social media but don’t let vanity metrics fool yourself. The growing audience and thousands of likes don’t always mark the success. To get benefits from social accounts, companies have to invest time and money into research. Automated tools can find followers by analyzing big data which includes hashtags, keywords, and mentions. Thus, you can focus on really valuable profiles instead of spending resources on trash ones.
Tools to use:
Without proper performance analysis, even the most innovative automated apps will fail to boost the business. Happily, software can handle tracking and evaluating, as well. All you need is to identify core processes/objectives, so the installed solution will know which things to watch for. Further, it will send real-time notifications related to current performance, planned, ongoing, and finished tasks. As a bonus, apps can form shiny charts!
Tools to use:
CRM applications introduce new automated features to the final stage of the marketing process when you must interact with clients, not leads. Basically, automation facilitates data management (e.g. it’s possible to enter new customers’ contacts without manual control), responds (as CRM software generates quick relevant answers), and personalization (it’s easier for a salesperson to promote products when he/she gets quick access to each client’s data).
Tools to use:
While it’s obvious that automation can boost the company’s profitability and free a lot of resources, you should remember that software isn’t a kind of magic wand. You can’t just press a button and relax. Automation requires regular tracking, evaluating, and tuning to bring the maximum profits. Obviously, automated systems also has to be created by skilled developers. If you don’t have a separate IT department in your company, consider outsourcing to Ukraine. Finally, before implementing the mentioned tools, be sure that you have a solid marketing strategy as well as dedicated experts who will maintain the deployed solution.