Implementing a Marketing Automation Campaign (Blog 5 of 5)

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:

Identify the right tasks to automate

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.

Choose the right marketing automation software

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.

Integrating the software tool into your website and other platforms

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.