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.
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.
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
Personalize interactions
Segment according to buyer behaviors
Keep content updated and relevant
Analyze and make corrections when needed
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
Create and map your customer journey
Build up your email distribution list
Provide a multi-channel experience
Put a plan and process in place
Get your team on board
Monitor and optimize constantly
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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