7 Ways to Get the Most Out of Your Marketing Automation Campaigns
By DANIEL LUISE – November 28, 2016
You made the move to marketing automation. But now, the problem is having effective campaigns to get the results you are looking for. Here are seven ways to get the most out of your marketing automation campaigns:
1. Nurture your Leads
Sending out the right content to the right people at the right time is the key to any successful campaign. By effectively nurturing your leads, staying on top of where they are in the sales process, and delivering the content they want at the right time, you will get the results you are looking for. Send too many messages too soon, the lead could become annoyed and drop off. Wait too long to send anything, the lead may choose elsewhere. Send the wrong message and the lead might just ignore all your attempts afterward. Nurturing and understanding each lead is key. With marketing automation, it’s even easier.
2. Incorporate Social Media
In this day and age, social media has become an integral part in almost every marketing campaign. If you want to get the most out of your marketing automation campaign, communicating past the emails and landing pages and incorporating posts on social media is key. Whether it be on Twitter, Facebook, LinkedIn, or any other social media platform, engaging on social along your campaign process will help you reach your end goal. With marketing automation, you can schedule out your social posts and email blasts from the same, well-organized, content calendar. That way, you know what is being sent out when and how best to combine both efforts.
3. Short and Sweet
Today, so much is broken down into 140-character tweets, 10-second Snapchats or 6-second Vines. When communicating with your customers, keeping things short, sweet, and to the point can help keep them engaged and allow them to fully understand your message.
4. Timely Evaluations
Taking a step back and evaluating your campaigns every so often helps to make sure your messages are staying on point and your customers are listening. Assessing your campaigns allows you to make changes to areas that are lacking and improve future campaigns to get even better results next time. With the right marketing automation tool, you can very easily pull up your email reports to see which parts of your campaign are working and which ones are not.
5. Tailor your Content
Part of evaluating your campaigns is figuring out what types of content your customers are looking for. To get the most out of your automated campaigns you need to be sending the right content to the right people. Tailoring your content based on those evaluations and understanding what your customers are looking for will take your automated campaign to the next level.
6. Build your Contacts
Some marketers fall to the temptation of buying large contact lists. Don’t make that mistake. Instead, build genuine contact lists organically. If you really want to get the most out of your marketing automation campaigns, building your contacts through inbound and outbound marketing tactics will help increase your reach and brand awareness.
7. Combining Efforts with Your Sales Team
Lastly, a major aspect of marketing automation is the connection between marketing and sales. When nurturing those leads and communicating with your customers, it is important to be on the same page with your sales team. If both marketing and sales know which customers are receiving which messages, they can more effectively be pushed through the sales funnel. Your final sales results will help show which marketing efforts are working and which ones are not.
So, when creating your next campaign, keep these tips in mind to make sure you’re getting the most of your marketing automation efforts.
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