Here are a few tips about implementing a new platform into your process. This will outline what you should and should not be doing with your marketing automation.The Dos and Don’ts of Marketing Automation
Don’t just automate your current process without revisiting your goals
Because marketing automation can make our lives easier as marketers, for many of us, the first step when integrating this into our strategy is to just automate everything we already do. While this very well might be the right way to go, take a moment to revisit your goals before you get started.
The point here is that we don’t want to let marketing automation lead us to execute strategies that we know don’t make sense for our customers or prospects. We don’t want to slide back into our bad habits and stop listening to what our customers need or are asking us for.
DO integrate marketing automation with you inbound marketing strategy
Inbound is about providing valuable content that aligns with your customers needs and interests. This should not change if you start using marketing automation. In fact, it should enhance the communication, as you can provide the content they need at the exact time that they need it.
DON’T just blast or broadcast general messages
With marketing automation, there is no need to send a general, broad message to your entire contact list that will end up getting deleted or marked as spam because it’s not relevant.
DO send highly-targeted and specific content to a narrowed audience
Provide the content that people are looking for. Put yourself in the customer’s shoes for a moment. Say that you’ve engaged with a company; maybe you’ve downloaded a piece of their content and really loved what you read. The next email you get is for a completely different topic that has nothing to do with what you just read. Wouldn’t it be more impactful if you received an email that continued to dive further into the topic that you are interested in? You’d be much more likely to buy from that company since they’re answering your questions, wouldn’t you? With marketing automation, you can do exactly this.
DON’T forget about your customers
Selling new business and closing contracts is hard work. So many companies are focused on generating new revenue, that they forget about their current customers: The group of people that already have an affinity for what they are selling, and most likely want to buy more.
DO set up customer engagement campaigns to keep your current customers happy and coming back for more
I don’t want to make it all about money here, but one thing is true: it’s much easier to sell to someone that has purchased from you before. Keeping your customers engaged with content marketing is an essential piece of growing your company. Nurture those relationships by sending segmented, customer-only content, that will educate and encourage them to continue to come back to your company for thought leadership and expertise.