Any business strives to optimize processes – firstly, it results in more results and lower costs, and secondly, it is easier to improve customer experience and product quality when there is time and technical capabilities.
Acceleration and automation of marketing is also a necessary step. It helps to spend less time on routine and more time on analytics and testing new hypotheses. Let’s talk about what is the best way to start marketing automation, what mistakes should not be made and what tools to choose.
What is Marketing Automation
Automation in marketing is, first of all, optimization how to build phone number list of routine. For example, it is difficult to automate the development of a strategy – human participation is extremely important here, and, in particular, the company owner. But sending out letters , posting strictly on time, and also manually calculating analytics figures is a rather useless waste of time. There are special tools for all this.
Who needs automation of marketing processes and why
First of all, automation is needed by everyone who is growing: when there are only ten clients, letters can be sent manually, segmenting clients is also easy (although segmentation is not really needed at such volumes). But when the market volume grows, it is time to think about how to free marketing from interaction with clients. Automatic mailing systems, chatbots and autofunnels come to the rescue.
Automation is a great help to companies with a large number of repeat sales and a short transaction cycle. Marketplaces and B2C retailers are a good example. The automation system performs repeat actions without human intervention — reminders, “catch-up” offers, and retargeting work like clockwork. Such automation of mass communication is a great help to switch from routine to more important tasks.
What does automation ultimately give? Let’s list just a few advantages:
High-quality engagement of new potential customers without additional marketing efforts.
Good customer retention rates – instant support responses and frequent reminders from the system are one of the best ways to maintain contact.
Deep personalization at every level, from collecting behavioral data to addressing customers by name.
All this significantly improves the user experience – up to increasing ROI several times.
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What processes can and should be automated
What routine processes come to your mind first? We have collected a number of tasks that are easy to automate with simple, often even free tools:
Mailings . There is often only one marketer, but many mailings – email, SMS, Push, WebPush, MobilePush (and this is just the beginning). Today, many tools from Unisender to Carrot Quest, Sendsay and even self-written systems are capable send messages to all destinations with an internet service of managing mailings. Algorithms can be configured so that the mailing comes after certain actions, such as registration or purchase of goods.
Not only do mailing tools help you stay visible, but they also enable personalization here and now, as well as collecting data for future personalization. They will be useful in improving advertising campaigns in the future.
Mobile Marketing.
Most people prefer smartphones to computers, and marketers should certainly take this into account. This is a great channel for collecting user data – in mobile applications, you can set up analytics, learn more about how users behave, set up automatic notifications and set up contextual advertising for marketing purposes.
Speaking of advertising.
Automation systems help with the timely launch of advertising on different platforms. This is especially relevant if several communication channels are set up, and today, as we have discussed many times, everyone is striving for omnichannel and there are more and more channels.
In advertising systems, you can optimize th phone numbers almost everything except the creative and semantic parts: contextual advertising, targeting and retargeting. Users will see product advertising without your intervention – a small automation action will replace a bunch of identical actions to attract customers through advertising, and will bring the same number of clicks and leads, or even more.
Content creation.
You shouldn’t rely entirely on neural networks when creating content, but it’s also a bad idea to abandon them. In addition to the text itself, you can speed up some of the processes in content production. Platforms will help create a content plan, and analytics systems will highlight the most interesting and appropriate topics for posts for the audience and assemble an SEO cluster.
Content publishing. Setting up automatic publishing of stories or posts on social networks helps to stay in touch with the audience and creates the appearance of constant presence. With scheduled posting, you can publish content even outside of employees’ working hours. This reduces the marketing burden, and the product is always in sight.
