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Implementing a Marketing Automation Campaign (Blog 5 of 5)

Updated: Jul 4, 2023


Creating a marketing automation strategy is essential for your business, but how do you make it happen? Marketing campaigns are most successful when you create a specific message targeted to a segmented audience with the right offer at the right time.


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To ensure your company has marketing automation set up and ready for future campaigns, make sure you complete the following:


You want to ensure you understand your team's most repetitive marketing tasks. Then you can plot out your current marketing tasks and choose the most time-consuming and compatible with automation.


Make sure it serves your customers and is tailored to your business, considering what it will take to implement the program effectively. Consider bringing in an automation consultant.


Make sure your technical configurations and systems are set up and working properly. First, clean and import your data, then integrate it with your Customer Relationship Management (CRM) system.


Train your team

Automation makes marketing more efficient, but some front-end training may be necessary to get your team up to speed.



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You’ve chosen your automation software, integrated it into your business, and trained your team. Now let’s look at best practices and the steps for the successful creation and implementation of your automation campaign:


Best Practices:

Be intentional

Set goals before starting your campaign and understand what business strategy supports each one.

Quality over quantity

Focus on the quality of your marketing communications. Use high-value marketing content and initiatives instead of overloading customers with excessive messages.

Personalize interactions

Make sure you create a personalized buyer's journey for each channel a customer may take so the journey is smooth and feels authentic.

Segment according to buyer behaviors

Your audience consists of multiple buyer personas; each customer will interact with your business and content differently.

Keep content updated and relevant

Valuable content is critical to a successful marketing automation strategy. You can experiment and develop templates for your campaigns that feel personal but can still be repurposed.

Analyze and make corrections when needed

Take time to examine how the audience interacts with the campaign and make changes throughout to improve your strategy.


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Essential steps for creating a marketing automation campaign:

Define your goals and requirements upfront Set realistic goals utilizing the S.M.A.R.T. framework. Make sure they are:

  • Specific

  • Measurable

  • Achievable

  • Relevant

  • Timely

Define your customer engagement pattern

  • Determine where your customer saw your ad and what device they use

  • Find out how many times they logged into your website before checking out

  • Ascertain if they contacted customer support to finish the checkout process

  • Calculate how many touchpoints the customer had with your business before converting

Create and map your customer journey

  • Consider scenarios that may play out for a customer on their journey

  • Ensure your customer is receiving the right message at the right time

  • Craft a personalized content strategy based on the journey and goals

Build up your email distribution list

  • Put a subscribe button on your homepage

  • Make customers into ambassadors

  • Create pop-ups directing people to a landing page or website

  • Provide offers that give value to your visitors

  • Create signup forms for landing pages and webpages

Provide a multi-channel experience

  • Send personalized emails to engage with customers

  • Educate and inform your contacts through blogs and newsletters

Put a plan and process in place

  • Create a punch list or guide to assist in your planning

  • Start with a simple aspect of your automation software and expand from there

Get your team on board

  • Allow your team to contribute their ideas to the campaign

  • Ensure your team understands the campaign objectives and their roles

Monitor and optimize constantly

  • Automate data segmentation

  • Personalize your automation based on segmentation

Check out the companion piece for Implementing a Marketing Automation Campaign for practical examples of automation campaigns. If your business needs help navigating the automation journey, contact MLC Expert Consulting at 843.819.0103 or through our website.



Marketing Automation: Implementing a Marketing Automation Campaign (Blog 5 of 5)

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