Five ways to make marketing automation a success

When used correctly a marketing automation system can help with your lead generation, segmentation, client retention, lead nurturing, cross-selling and up-selling.

Here we share our top tips to make marketing automation a success:

1) Review your marketing strategy

While it’s tempting to simply automate what you’re already doing, it’s useful to revisit your marketing strategy and objectives first. A marketing automation platform will enable you to take a slightly different approach with your marketing, and reviewing your customers’ needs will help you get the most out of your investment.

A marketing automation system allows you to develop one-to-one relationships with your prospects through tailored and relevant information. Refining your marketing strategy to provide relevant content that will keep your prospects engaged throughout their sales cycle is the secret to success.

2) Get fresh leads!

Your marketing automation system will enable you to scale your current marketing efforts by helping to identify ‘anonymous’ web visitors and qualifying the leads that you already have in your customer database. To make the most of the power of marketing automation, think about acquiring some new leads.

Traditional marketing techniques, such as PR, events, digital marketing and social media, are all good ways to generate high quality leads. Then you can begin the process of lead nurturing to guide them through your sales funnel, which is where your marketing automation system comes into play.

3) Create a content plan

Having spent the time to generate new leads, you now need to keep them interested with relevant, timely, useful content. When creating your content plan think about where your leads are going to see the information; you'll need a different approach for print, video, online and email communication.

Don't forget your 'call to action'. Every piece of content you create should clearly state what you want the person to do as a result of reading it. For example, "contact us", "click here", "download now".

And finally, measure what works and what doesn't so you know where to invest your efforts and ultimately increase your sales conversion rate.

4) Tailor your marketing communications

A marketing automation system will enable you to provide your leads with interesting, relevant and timely content. Where possible tailor your messages to the individual. E-newsletters are great for keeping your leads up-to-date with the latest news, but if you can balance your mass communications with individual messages you're more likely to engage your prospect and build a stronger relationship.

Make sure you use the information that your marketing automation platform gives you to inform your campaigns. For example, you can use web page visits to trigger an individual email that provides a link to a relevant case study. Treat each lead as an individual and aim to send them information about things they’re interested in.

5) Remember to implement customer engagement campaigns

On average, a loyal customer is worth ten times as much as their first purchase, so always look at them as a long-term investment. Research suggests that you have a 60% probability of selling to an existing customer, compared to a 5% probability of selling to a new one. Here, content marketing is key. Nurture your customer relationships by giving them what they want, whether that’s educating them on new products/services, helping them to do their job with ‘how to’ guides or opinion pieces that position you as a thought leader.

Choosing the right platform

We are big advocates of SharpSpring, a relatively new inbound marketing platform that has functionality to match it's more famous counterparts, Hubspot and Marketo, at a fraction of the cost. Want to learn more about the features watch this demo or contact us for more information.