- Post by: Jordan Kinsella
- 29 November, 2018
What Is Marketing Automation?
If your business has customers of any kind, or is trying to gain customers and increase revenue,
then chances are you need a marketing automation tool of some kind. So, what is marketing
automation, and why do you need it? What’s the big deal? Everyone who has customers, has
this? Why do you need it?
We’ll answer those questions in this article, but first – let’s start with the simplest answer that
you need to understand before we get into the details. What is marketing automation?
Marketing automation refers to the software, tools and resources that are designed to help
businesses manage marketing campaigns and processes. Through this technology, businesses
can manage their campaigns, messaging through social media, web, or email, and workflows
are designed through templates or custom to your business, making design and
implementation something that takes seconds, instead of weeks.
In a nutshell, marketing automation streamlines the work and processes that you have an
entire team of people spending hours on each week, and turns it into something that you can
just press a button and do. Instead of combing through your customer data to find outliers, the
system can do that for you, based on algorithms that you tell it. If you don’t have marketing
automation software for your business, this is something that can quite literally change the way
you work on a daily basis. It’s a game changer that doesn’t shrink down or lessen the work that
your teams are doing, but acts as a benefit to those teams who can then spend their time
working on more important tasks related to your marketing efforts.
Sounds good, right? But, how will this help your business increase revenue?
The software is designed to make your work easier as you plan campaigns and hope to increase
customer awareness and loyalty to your brand. You can easily generate content across different
platforms and media types that’s relevant and fresh, deliver it to your customer base
throughout different points in their journey with your business, and make sure that they
receive the content during important decision making times.
So, you can deliver personalised, relevant campaigns to your customers from the moment they
discover your business to the moment when they put something in their cart, visit your
website, call your business’s phone number, share a post about your business with a friend,
view a product online, or make a purchase. All of these campaigns can be set up, designed, and
delivered through a marketing automation tool that takes care of the customer experience for
you. No matter what point the customer is in their experience with your business, you can
reach them with relevant content that speaks to where they are in their journey, making it so
that they receive a personalised experience that feels unique to them.
Track your success
If you don’t have marketing automation software already for
your business, you may just be designing and delivering campaigns without knowing what’s
working and what’s not. You might see some results, negative or positive, and receive new
customers from an unexpected area that you weren’t targeting, and have no idea how you got
to that point. With marketing automation software, you can use analytics to track what’s
working and what’s not, and make sure that you’re targeting the right areas of the customer
journey and making sure that your outreach is actually gaining you some success.