The key to growth and customer personalisation is literally in the palm of your hand – tools like Salesforce’s Pardot can transform the way you manage your inbound and outbound marketing.
What is Marketing Automation?
Simply, it is the unification, simplification and systemization of attracting and nurturing customers.
You may wonder ‘When, where, and how do we deliver automation?’, ‘How is our program working?’, ‘What else can we do?’, ‘What do we need to do to run a successful Marketing Automation program and establish a great ROI?’
If we put all the hype aside – what do we need to understand first?
Well, let’s go back to basics!
What are the 5 basics of Marketing Automation?
1. Be Customer Focussed
Marketing Automation should be customer focussed and results driven.
It should be the foundation to deliver content to satisfying needs by delivering the appropriate content at the right time, in right to the right person. In delivering this content, use automation to capture data progressively.
The program should generate all you need to know about your customer, so your message can be tailored specifically to generate the best possible result for ROI.
For example, Salesforce’s Pardot uses a progressive data capture method in forms and downloads to only ask a few small items of information at each conversion resulting in a large pool of data gathered about the prospect over time.
The more data or information you can gather about your customer the better you can tailor your campaign to serve the customer and encourage the purchasing decision. Ultimately this underpins a purpose and framework for your database and list management.
2. Balance New vs Existing Customers
Marketing Automation should promote your product or service to not only existing customers but also drive the conversion of new prospects.
This is sometimes where a company’s automation program fails. Don’t imbalance the role of automation in either just serving existing prospects or just focussing on new prospects.
Any good customer experience strategy should focus on customer acquisition, retention and growth.
3. Go Omnichannel
Marketing Automation is the glue that ties together Inbound activities such as blogs, PR, organic search, social, partnered content and Outbound activities such as advertising, direct mail or other paid content.
At Blirt we don’t just focus on one channel like email, rather we weave together a set of appropriate channels that drive customer engagement across the customer journey that can be wherever the customer is ultimately binding marketing execution to business goals – we call this Omnibound marketing.
And, it hinges on smart marketing automation tools to ensure it is efficient, ROI driven and scalable.
4. Brand Consistency
The success of your program relies on your brand message being consistent when used across all digital media channels.
Ensure that your blogs hold the same tone of voice to your social media, for example. And, certainly ensure the key messages are not lost of twisted through multiple service providers.
Additionally, avoid template design or cheap stock icons and images. Over use of these assets on your brand will mean your identity will be lost amidst the cheap mounds of content and basic designed content floating through the internet.
We developed a framework called Brand Anatomy for exactly this purpose. We believe, even in a digital universe “people by things from people”. Brand Anatomy is a framework for applying your brand across multiple channels in an agile manner.
5. Nurture, Nurture, Sell
Automation is a great way to drip feed content and messages to your prospects.
Balance soft sell content with hard sell content. For example, you might want to build a structure in a nurture campaign that for every 3 soft sell messages you then deliver 1 harder call to action to sign up or commitment.
Your Marketing Automation program will be able to create more opportunities from the increased traffic generated to your site and the leads identified through website visitor information.
So once we understand this – where to next?
At Blirt, we help you to understand and facilitate the customer journey and then build great content which drives increased engagement or lead generation.
Digital Marketing For Leaders Who Want Sales
At Blirt, we’ve developed a series of digital marketing programs which help you achieve the business results.