Tom Kotze September 3rd, 2021

10 Tips to Get the Most Out of Your Marketing Automation

Marketing automation allows you to handle time-consuming, repetitive tasks with ease. This can be a lifesaver for busy business owners who don’t have the time to be running their business while taking care of all their marketing efforts.

With marketing automation, you can put important campaigns on autopilot, knowing that they will be covered. You just need to make sure that these automated campaigns are set up as optimally as possible if you want to achieve the best possible results and a great marketing ROI.

We’ve put together a list of 10 essential tips and strategies that you need to know when setting up your marketing automation. Follow these tips, and you’ll achieve much better results with each campaign. 

marketing automation highlight with a woman working on a laptop.

1. Set Your Marketing Automation Goals

Before you start creating your marketing automation campaigns, you need to have clear goals that you’re trying to achieve. Without goals, you won’t be able to measure the success of your campaigns or achieve your business targets. 

Start by understanding what you want the end result to be, and set this up as an actionable, measurable goal. Then you can start to develop your automation strategy around this. 

2. Have a Clear Strategy

You need to have a clear strategy for each step of your automation process if you want to achieve great results. Know what you’re looking for and what you want to achieve with each aspect of your marketing automation strategy. From choosing the right software to tracking results, having a clear strategy will help you achieve your goals far more easily.

Every stage of your campaign creation needs to be strategically optimized. By having a clear strategy in place, you’ll be able to produce far more effective automation campaigns with each step. This includes things like writing the right messages or targeting the right prospects. 

3. Align Sales and Marketing

Your marketing automation strategy is all about moving leads down your funnel, to get them to your sales team. Of course, you only want to send qualified leads to the sales team. 

When putting together a marketing automation strategy, sales and marketing should work closely together to come up with the best practices for lead nurturing and lead scoring. This will help the campaign to result in more sales. 

4. Use the Right Automation Tool

There are a lot of different marketing automation tools out there, and you need to make sure that you choose yours carefully. Different software solutions offer different capabilities, and the one you choose needs to align with the goals you’re trying to achieve. 

Try to choose a marketing automation tool that allows you to create lead-generating landing pages, as well as create seamless email campaigns. The best tools should offer features like A/B testing, easy lead management, and email templates. Of course, this should all be able to integrate with the tools your business is already using. 

5. Build a List Organically

Your automated marketing campaign is only as good as the email list you use. You need to make sure that this list is full of qualified leads, and that you’re able to send the right content to the right leads. 

Firstly, you need to build this list yourself, and not buy it. This might take some time, but buying leads won’t do your business any favors. To do this, you’ll need to generate leads through landing pages, pop-ups, social media, email marketing outreach, ads, and more. 

Your goal should be to have a list of leads who are interested in your business and will eventually end up as customers. By targeting qualified leads with the right content, you’ll be able to execute far more successful campaigns. 

a banner example used to collect more leads and automate marketing processes to them.
A good example of a banner to collect more leads

6. Segment Your Leads Properly

You might have built up a strong email marketing list, but now you need to make sure that this list is divided into the right groups. Sending broad, general messages across your entire email list won’t be nearly as effective as sending specific, relatable content to the right individuals. 

Use your leads management platform to segment your list accordingly. This can include things like location, the lead’s history with your business, and what steps they took to become a lead. Now you can send personalized content to each lead segment, which will help you achieve far better results. 

lead qualification lists used in marketing automation

7. Understand Your Customers

On the topic of segmentation, you should also have a clear understanding of your different customers and leads within your different lists. Creating accurate customer personas for each list will improve your automated marketing messages in a big way. 

Understand who these people are, what their pain points are, and how they want to communicate. Building detailed personas will help you to target the right customers with the content they want to see. This will help to move your marketing efforts along much more effectively. 

8. Create the Right Content

In marketing automation, nothing actually matters if you aren’t delivering high-quality content. Sending out great content is the only way to attract attention and get your leads to take the right actions. 

As mentioned earlier, this content needs to align with the leads you’re sending it to. Make sure that your content speaks to their pain points, offers insightful solutions, and educates your audience. 

There are loads of different types of content that you can create. Always make sure that it’s original and of high quality. This will result in more interest and more conversions.

9. Don’t Let Your Automated Campaigns Seem Automated

Using marketing automation shouldn’t stop you from developing relationships with your leads. Just because you’re automating your marketing messages, it shouldn’t feel automated. Make sure that you set your campaigns up to still feel human and personal. 

Make sure that your brand’s voice is clear with each message, and that you sound like a human. You want to develop a real connection with your audience. Marketing automation may save you time and effort, but it shouldn’t seem like this from whoever is receiving the content. 

automated marketing campaign with personalized messaging.

10. Start Small and Grow

Marketing automation can become incredibly complex, with many different steps involved. The best strategy is to start your campaigns small, with two or three steps, and add to these as you progress. Instead of setting up everything at once, automate a few processes and gradually build it up. 

This is a much more efficient approach to marketing automation, and it can help you to avoid many common mistakes. You’ll also be able to access insights easier, which will help you to optimize and strengthen your campaigns. 

Conclusion

Marketing automation is the easiest way to grow your business. It can save you loads of time and effort while helping you achieve awesome results. Follow the strategies listed above when setting things up, and you’ll be able to create amazing marketing campaigns that add more value to the customer. Now you can grow your business with far less effort. 

Tom Kotze

Tom is a marketing content writer at Wishpond - the all-in-one marketing platform that helps businesses achieve real growth.

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