The benefits of marketing automation are well known, including improved lead management, staff efficiency, marketing ROI, and increased sales. Even so, not all marketing automation campaigns are as effective as they could be. The tips below are provided to make your marketing automation more effective.
Planning Is Primary
The first and most important step in developing an effective marketing automation campaign is identifying and fleshing out goals for connecting with leads. Whether that is through social media, email, website content, or a mix of methods, it is important to consider the best ways to communicate, as well as how frequently to communicate with leads, to obtain optimal results.
The process of building an effective marketing automation plan relies heavily on understanding as much about a target audience as possible. Taking the time to gather and analyze data for the purposes of determining a lead’s choices is well worth investing the effort and time.
Tell Prospects What to Do
Including a clear call to action is vital to help prospects uncover the information they want while also driving follow through. By linking a call to action with an offer, a marketing automation campaign gives prospects greater incentive to take the next step. This is particularly important for prospects at the top of the sales funnel.
Among the greatest benefits of marketing automation is the ability to score leads. While marketing automation tools are great for driving leads, it should be recognized that not all leads are the same. Some leads are hot, while others are simply should be passed by. Lead scoring helps to discern the difference between the two, and ensures that valuable time and effort is not wasted on leads destined to generate little return, while simultaneously focusing more effort on leads with the most potential to convert to paying customers.
The process of building a new marketing automation plan can at first seem overwhelming. If you approach the process in a step-by-step manner, however, the process becomes simpler and sets the stage for greater success.