Marketing automation is the process of optimizing your business to grow prospects with personalized, helpful content that will hopefully turn those prospects into customers and your customers into promoters. More and more businesses are adopting this strategy and its technologies. (Unfortunately for them), some of those businesses are failing miserably at it, so (fortunately for us) we can learn from their mistakes. Let's think about a red velvet cake. Such a novel analogy, right? You need all the right ingredients to making your business a success at this new venture. Here are five ingredients to marketing automation tips you should know as you embark on your own automated marketing journey.
1. Optimizing = more money for your business.
Making the switch is going to be a lot of work, but this strategy is definitely worth the time and effort. It takes time to gather all the right ingredients for your cake, mix them together, and then put the batter in the oven to bake. But once that cake is done, the pay off on your tastebuds is indescribable.
You want that same pay off with your business. Businesses who use marketing automation strategies outgrow their competitors. This means those top-performing businesses have more leads. More leads means more paying customers.
2. Optimizing your business does not mean spamming email accounts.
Have you ever tried to bake a red velvet cake without the red food coloring or the vanilla extract? Or what about making the icing with no sugar? Who in their right mind likes sugar-free icing? You only have a couple of the ingredients. You can’t bake a mouth-watering red velvet cake without the red food coloring or the sugar.
In the same way, you can’t just buy email addresses and expect your ROI to be great. You have to research your prospects, understand what their problems are, and solve those problems for them through educational content such as blogs, infographics, videos, and website content. You have to tailor your emails to the individual's journey so they know you aren’t just sending out emails hoping to catch one of them like a fish. When you solve problems for prospects in a personalized manner, they are more likely to think of your business when deciding on a purchase.
3. Email lists should not be the only communication between you and your prospects.
Don’t get me wrong, using email communication is good, but it should not be the only communication between you and your prospects. It is significantly harder to mix cake batter with one small wisk than mixing it with two automatic ones. Relying solely on email communication just doesn’t work. You should connect with your ideal customers in any channel that is best for them whether that be over the phone, on social media, or even by mail if that’s what they prefer. And, yes, this will take research and getting to know your customers' preferred online habits -- but that's what will set you apart from your compettion.
4. Automation done right takes time to produce results.
Oh how I long for the day when a red velvet cake can be baked in five minutes! But that just isn’t the reality. The same is true for marketing automation. You might not see results in the first few weeks, the first month, or even the first six months. But little by little, bit by bit, prospects will start converting to leads if you keep creating remarkable content for your ideal customers in the places they'll see it.
5. Your business goals should guide you in choosing an automation provider.
An electric hand mixer makes mixing the ingredients for your (or your grandmother’s) red velvet cake much easier. Like an electric hand mixer, automization software makes it easier to manage your marketing materials by keeping them all in one place and allowing you to manage all of your materials in that one place. Which software is the best one? That depends on your own business goals and how compatible the technology is with your existing technological infrastructure.
Just like baking a delicious red velvet cake, successful marketing automation is all about having the right mix of ingredients for your business. Relying solely on one communication path between you and your prospects is not going to produce the leads you need. You need to develop content that helps solve a problem your ideal customers are experiencing. Automation software is a great way to help you manage and distribute that content. Finding the right software for your business depends on what your goals are and how you want to build those relationships with your prospects. Download the free ebook below to find out more on how you can become the business that people want to hear from.