Marketing automation refers to software and digital platforms that allow a marketing department to improve productivity and to automate repetitive tasks. Marketing automation software is an excellent choice for streamlining and making marketing tasks faster. Like a CRM (customer relationship management) platform, marketing automation allows you and your marketing team to execute and track emails, social media posts, blogs, and website tasks. As you develop an inbound marketing plan, be sure to consider purchasing and implementing a marketing automation software.
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First, before implementing this new software in your company or business practices, take this opportunity to reassess your marketing goals and strategies. Think of ways to reach previous clients and current customers, and don’t just focus on closing new leads as you decide what you will need to get out of a marketing automation platform.
These platforms will be especially helpful in executing inbound marketing strategies. For example, each time you send an email to a segmented list, you do not have to do everything manually and by hand. With marketing automation tools, you can send multiple emails to multiple lists. You will also get notifications of specific events, such as when a lead downloads a file from you website. Imagine being able to manage podcasts, videos, blogs, eBooks, whitepapers, social media, and more in one place.
Other marketing information you can track on these platforms include:
-web visitor tracking
-lead scoring (which assigns point values for achieved lead behaviors)
-individual lead’s progress through the sales process
-content delivered to specific segments
How will you choose a platform to integrate into your company? These choices will depend upon your specific needs, your marketing budget, and your marketing goals. You may want to consider a comprehensive suite with multiple features, or you may need a few small platforms for completing specific tasks.
Also consider the size of your marketing team and the length of time you will need the software. Ask yourself if you will be able to train yourself and your staff to use it properly and efficiently. Will you use all of the provided features, most of them, or only some?
Platforms to choose from on the market include HubSpot, Pardot, ActiveCampaign, Maropost Marketing Cloud, Marketo, Oracle Eloqua, LeadSquared, Act-On, Real Magnet, and more.
Look for a platform that you can integrate with any other marketing software you are currently using, and choose a provider that offers the maintenance and support you may need in the future. Lastly, look at how much the software costs (including the contract length and the services included in the package).
Remember, implementing and using a marketing automation software will allow you and your team to indicate a task, identify the desired outcomes, execute it, and accumulate and track data. This will make you more efficient, productive, and give you access to the metrics you need to fine tune your marketing plans. These tools will help you as you nurture leads, manage content and campaigns, report on your work, and ultimately, increase your profit!
Are you interested in learning more about online content marketing? We recommend working with a digital marketing firm that can help you identify and execute the best marketing strategies for promoting your website and services. Contact Square 1 Group today for more information!