4 Reasons Your Business Should Embrace Automated Marketing
The Internet and social media have revolutionized the way we create and market products and services. Yet, even with dozens of tools at our fingertips, many companies assume it’s too complicated or too technical for them to automate their marketing.
There’s so much to gain from using smart online marketing tools — even if your company isn’t technical. Marketing software allows you to reach more clients with fewer resources and complete more tasks in less time so you can focus on your business.
What Marketing Tools Can Do for You
Automation can create a stable sales pipeline for new opportunities, assist in converting leads to customers, increase customer retention, manage simple daily tasks, organize inventory, and lend some clarity to your marketing research.
For example, by using marketing software, you can easily create an email campaign for people who have considered your business in the past. The campaign can be automatically set to target specific messages depending on customer needs and behaviors already recorded in the system. A good automation tool will store and segment those needs, simplifying your campaign and making it more cost-efficient.
That’s just the beginning. Here are four other positive effects automation can have on your business:
1. You’ll work less and get better results. Automating makes it easy to tailor messages directly to your target audience. You’ll be able to effectively track and organize your marketing campaign with less effort than ever before.
2. You’ll build better relationships with your customers. Automating helps your sales team nurture your customers and leads. With software that keeps up with past purchasing behavior and important personal information, your customers will feel known and valued.
3. You’ll automatically see what’s working. Analytics and reporting can automatically compile data so you can quickly and easily see the effects of your campaigns.
4. Your marketing efforts will be more consistent. Automation makes it simple to communicate a consistent and coherent marketing message across all channels: social media, email, phone marketing, etc. This makes it easy to stay at the forefront of customers’ minds.
The Dangers of Failing to Automate
Every company wants to improve existing relationships with customers, gain better insights, and see great results with minimal effort, but you may be afraid your customers won’t like your automated messages or that your company isn’t big-time enough to need automation.
But the truth is that without an automated system for your marketing campaigns, there’s really no good way to measure and evaluate the results of your efforts. An automated system lets you set, manage, and analyze goals. This kind of help gives you clear insight into your team’s performance and the tools you need to improve.
Secondly, automation is the only effective and scalable way to nurture leads and build rapport with customers in the digital age. With targeted email campaigns, personalized messaging, and the ability to measure what’s working and what isn’t, you can speak to your leads and customers at just the right time and stay top of mind.
The future is automation, and the sooner your company embraces the tools available, the sooner you’ll start reaping the benefits of stellar insights and more effective communication.
Getting Started With Automation
You don’t need design expertise or programming experience to have an effective automated marketing campaign. Automation software lets you easily create campaigns with built-in templates and editing tools. Here are three steps for getting started with marketing automation:
1. Make a plan.
Implementing automation doesn’t mean your company must go whole hog right out of the gate.
Consider activities your company does on a day-to-day basis that could benefit from automation, then make a plan for when and how you’d like to implement certain aspects of automation.
2. Evaluate your tasks.
List all of your tasks and how long they usually take to complete. Then, do your research on what automation tools are available for each of those tasks that could make them faster and easier. Evaluate the costs and expected ROI for each tool.
3. Choose your tools.
Once you know what you need, consider whether you want to purchase tools individually or as a whole customer relationship management platform. Which makes more sense for your business? There’s no one-size-fits-all solution for every company, so take the time to decide what will work best for you before you implement anything. Once you’ve gotten your tools in place, you’ll be able to start setting up campaigns, setting goals, and tracking the results of your efforts.
With all the great tools available today, there’s no reason not to automate at least some aspects of your marketing. Your customers will feel better cared for, and more information will empower your employees to improve across the board. Best of all, letting technology manage everyday tasks means you’ll have more time and energy to devote to what you love: running your business.
John Boudreau is the CEO and co-founder of Astonish, an insurance marketing and sales platform for local insurance agencies. Astonish collaborates with insurance agencies to provide an optimized online marketing presence, automate tasks with technology, and create an effective sales culture through hands-on coaching. Their platform drives growth in round-outs, retention, referrals, new opportunities, lead conversion, and team performance.
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