If you are not used to marketing automation, you may want to think about how you and your team will want to adopt those automated processes in the correct way. Considering the way the marketing automation marketplace is growing with additional adoption rates, it is advisable to ensure automation is done efficiently.
Clearly, many industries are adopting marketing automation software and technology tools; these are generally few really important issues that you should take into account while making your options:
1. Don’t automate bad processes and stay away from outsourced lists
Map your marketing processes that bring customers and leads thoroughly. Flow of leads from the funnel, including allocation in addition to their sources are key. Hence, map those properties accurately. Ensure that the members of your team that run these processes are on-board with any changes that such automation brings with their day-to-day work. Appointing a change manager (champion) that is a marketing process specialist can save you money and time. Identify and eliminate poor processes – fix the process before you can automate it.
2. Beware of outsourced lists and automate lead qualification to stay compliant
Avoid buying mailing lists and sending them automated email promotions. These will fail and be costly to resolve. Especially now, with GDPR, this will get the business into a great deal of trouble. Automation tools can be a life-saver using their inbuilt measures to ensure a few of your processes are compliant together with the new laws. That said, the software is definitely an only enabler and also you need to do the task to stay compliant. To help assist the process, focus on creating exciting content that will motivate individuals to join your site content offerings (say, eBooks and animated GIFs) and create + expand your own opt-in database that could deliver better lead conversion.
Email databases will expire as the years roll by so it’s important to keep generating new leads at a higher rate than the expiry rate; which is about 25% a year. To build new leads, you’ll want to consistently create better content, design interesting calls-to-actions &landing pages, write engaging blogs and optimise your site for that search engines like yahoo. Automation is wonderful for nurturing leads, however you need to generate those leads first for an additional step to happen.
3. Do not let fancy features fool you
When deploying an advertising automation to your requirements, don’t let fancy features fool you. Each software may have different learning curve, and perhaps using a software with the easier UI might quicken processes. But, if it doesn’t solve your marketing process related (specific) problems, this may not be the software program for you.
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