Automated marketing brings to mind the image of a fleet of robots handling your marketing duties, leaving you to put your feet up on your desk and enjoy a second cup of (robot-prepared) coffee.
Unfortunately, it doesn't look like you're going to have time to relax with your java anytime soon. Automated marketing DOES offer you the ability to expand your reach faster and more efficiently, thanks to software and web-based tools such as HubSpot or Marketo, but it doesn't mean that you can check out of the process altogether.
You'll need to create the marketing strategy, but automated marketing tools will enable you to "set and forget" certain components of your campaign. Read on to learn more about automated marketing, its advantages, and which tools can help you feel like you've got a robot butler working by your side.
What is Automated Marketing?
Automated marketing utilizes software or web-based platforms to help you prioritize your marketing tasks and execute them automatically, freeing up your time to focus on tasks that take up more brain space and creativity.
Marketers use automated marketing to nurture leads through personalized, relevant content that's sent out automatically after a series of triggers are engaged. It's not the old-fashioned email-blast, nor does it allow you to purchase the automated marketing tools, flip a switch, and walk away. That said, it will be a tremendous time saver in the long run, and will leave you with the energy you need to tackle other tasks.
What are the Advantages of Automated Marketing?
Feeling overwhelmed with the many steps related to deploying your marketing strategies? Automated marketing to the rescue! Here are just a few of the advantages of automating your marketing processes:
Content Creation Tools
Nope, there are no robots that will crank out a blog post every week for your website, but there are tools that will help you generate fresh content for your website. Whether you need SEO and keyword research or a blog post template, a headline analyzer to ensure your headline's clickable or a balanced editorial calendar, there's a tool for you.
Automate and Personalize Your Workflow
Wondering how automating your workflow can make life easier and improve customer relations? Let's use email as an example. If you're simply sending out email blasts to everyone on your list, regardless of where they are in the buying process, because you don't have the time to target your emails, automated marketing is your new best friend.
Rather than sending everything to everyone, automated marketing enables you to set up a handy workflow, so that people who express a certain level of interest or take certain steps receive specific emails. It feels more personal and more pertinent to the recipient's current situation, which is far more interesting than an email that's clearly directed at the masses. Talk about elevating your customer's experience!
Rather than remembering to publish your blog post on a designated day at a predetermined time, automated marketing tools will help you get your post pushed on time. Additionally, you can orchestrate a whole series of events that will increase awareness once the post has been published, including alerting social media and sending emails to subscribers. If you had to do it all manually, it would leave you scrambling; however, automation means you can set it up at your leisure to deploy when your post drops.
Improve Your Data
Do you know what your customer wants from you? Implement automated marketing, and you'll get a clearer picture. When you're able to send your customer what they want when they want it, it creates a warm, friendly relationship between you and your customer. However, unless you've got the data to determine what they want, you're going to struggle to create this desirable relationship.
Over time, you can accumulate data on the following metrics, which will help you understand your customers and shape the content you produce with an eye toward their enjoyment:
- When customers open their emails
- When they engage with a variety of content, such as email, whitepapers, videos, or your site
- What content they prefer
- The frequency with which they engage with the content
- The percentage of conversions that occur
Track these metrics, and you'll delight customers with your thoughtful and appropriate content.
Popular Automated Marketing Tools
You're interested in embracing the convenience and efficiency of automated marketing, but you're not sure what to use. Fear not! Here's a rundown of some of the most popular and best reviewed marketing tools:
- Adobe Campaign
- Real Magnet
- Lead Liason
While you can't have the robot workforce of your dreams, automated marketing can offer you a more convenient AND more personalized method of reaching the customers who are interested in what you have to offer.
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