12 tips for marketing automation in 2022

Many businesses fail to take advantage of technology that can improve marketing results. With marketing automation systems, they can send thoughtful communications at the right time to nurture leads and convert them.

Marketing automation is one of the best ways to run your business. It allows you to:

  • Create a definition to send personalized emails to your prospects and customers.
  • Choose from thousands of templates the one that’s right for your business.
  • Automatically track your leads and nurture them until they become customers.
  • Easily manage your entire subscriber list from one place.

The key is to start using it today and avoid the mistakes most marketers make. Here are 12 tips to help you.

1. Develop a marketing automation strategy

Marketing automation has many benefits, but you can’t get started without thinking. Don’t try to automate every part of your business – not all of your processes are ripe for automation right away.

Plan ahead. Make sure you have a strategy in place. Ask yourself questions like:

  • How will I measure the effectiveness of my marketing automation?
  • What metrics will I use to determine success?
  • What do I want to achieve with marketing automation?

Take some time and write down your goals and objectives. Next, think about what activities you need to automate, what tools are available to you, and how you want to get started.

2. Gradually implement marketing automation

Getting into marketing automation can be daunting for any business, especially those new to technology. While some companies dive into marketing automation at full speed and send out dozens of emails or publish countless social media posts immediately, it may be best to take a slower approach to the process.

Deciding how — and how quickly — to integrate marketing automation depends on the size of your business, the resources available, and the type of tools you use.

The first step is to understand how you and your colleagues spend your time. Next, identify the tasks that take the most time but don’t necessarily move prospects through the sales cycle. Marketing automation can take care of many of these tasks, freeing you up to focus on working with your best prospects and closing deals.

3. Start with email marketing

Email marketing is one of the most essential business processes to automate. It’s also one of the easiest to implement, so you should consider starting here. For example, regularly emailing your newsletter subscribers can be time consuming. By automating instead, you can schedule emails to be sent in advance and send them at the specified time without touching them again.

4. Streamline your social media presence

Social media is a very effective marketing channel, but you have to invest time and effort into it to get results. Fortunately, automation can help streamline many of the day-to-day tasks marketers perform on these platforms, allowing you to work more efficiently and get better results for your efforts.

The key is to focus on tasks that can be automated so that your time can be spent on those that require a human touch. For example:

  • Publish content: You can schedule your posts in advance with almost all social platforms. Additionally, many offer native scheduling features built right into their interface.
  • Monitoring channels: Marketing automation can help you track key metrics like subscriber growth over time.
  • Link Tracking: By using unique links for each piece of content you create, you can track where your leads are coming from and how they are interacting with your site.

There are plenty of social media management tools that allow you to schedule posts in advance to multiple accounts at once. This means you can spend a few hours at the start of the week (or even a single session) creating all of your posts for the next few days or weeks.

5. Build your list

A list is a powerful tool that can help you reach your audience and drive business growth. Marketing automation can help you grow your list organically without being pushy about it.

Specifically, automation allows you to send emails with the right content and the right messaging at the right time. Plus, you can schedule emails for times when your audience is most likely to be receptive, allowing them to decide at their own pace.

6. Automate the right content for your market

The more relevant your content, the more likely people are to engage with it. And if they engage with it, that means they’re interested in what you have to say — and that translates to increased leads and conversions.

Marketing automation can track how people interact with your content, including how many times they click on a link, open an email, or fill out a form. You can then use this data to improve future communications.

The data you receive from automated tracking may also form part of your real-time web analytics. This allows you to see which parts of your website are working well and which need improvement.

7. Nurture leads

It is possible to nurture leads with specific content, helping to guide leads through the sales funnel and bring them closer to a sale. Marketing automation lets you use the power of your content, landing pages, and social media to turn leads into customers.

Marketing automation is what will allow you to grow your business without adding more people or hours to your sales and marketing teams. And it’s one of the few tools you can use for both inbound and outbound marketing, so it gives you the flexibility you need.

8. Personalize the customer experience

Personalization is a crucial aspect of any customer-facing business. It should be a focal point of your customer experience. Consumers are more likely to respond positively to brands with a good understanding of their needs, preferences, and interests. However, while highly desirable in theory, it can also be difficult to execute on your own.

Marketing automation helps you address customer experience by automatically collecting and managing data at scale. This creates better experiences for your customers, which facilitates their loyalty and satisfaction.

9. Follow up with customers after purchases

Retaining customers is one of the most critical factors in growing a sustainable business, and the best way to retain them is to provide excellent service. But, do you follow up after they make purchases? Otherwise, you might miss an important opportunity to grow your business.

It turns out that one of the best ways to do this is through marketing automation. With it, you can set up campaigns that register with those who have purchased from your business. These post-purchase emails allow you to send personalized messages at the right time to increase your revenue and strengthen your relationships.

10. Generate reports on marketing campaigns and website traffic

Analytics are essential for any business that wants to improve the performance of its marketing and sales teams. One of the best ways to collect data about your customers is to use a comprehensive marketing automation platform that can track their activity across all channels.

These platforms can potentially allow you to automatically generate reports on website traffic, leads, and conversions from downloads as well as social media posts. You can also use analytics to track the effectiveness of your sales emails.

11. Don’t make it obvious you’re using automation

Automation is an incredibly powerful tool for marketers, but it can also be dangerous and reduce engagement if you’re not careful. It’s important to remember that your followers are real people with real emotions. You have to talk to them like people would.

If you make it obvious that you are using automation; you run the risk of alienating your subscribers. They might not feel like you treat them as individuals, and they’re less likely to engage with your campaigns or buy from you again then. On the other hand, personalized subject lines can go a long way in improving open rates or click-through rates (CTR).

12. Align automation with your overall business goals

To get maximum return on investment (ROI), you need to align automation with your overall business goals. This means that you should describe what your company does and what it wants to achieve as a whole, then break it down for each department. Once you’ve done that, you can start designing your automation strategy to get the results you want.

It’s not a magic bullet that will solve all your marketing and sales problems. But when implemented correctly, it will help you streamline processes, generate more leads, and generate more revenue.

Hopefully, we’ve given you some ideas on how you could use marketing automation to your advantage. Avoid the mistake of thinking this is a one-size-fits-all solution, because it’s not. Instead, by looking at what marketing automation can do for you and your needs, you can figure out how to integrate it and get the most out of your ROI.

Image Credit: MART PRODUCTION; pexels; Thank you!

Joe Martin

Vice President of Marketing

Joe Martin is currently Vice President of Marketing at Scorpion, a leading provider of technology and marketing to help small businesses grow. Previously, he was Managing Director and Chief Marketing Officer of CloudApp and Head of Marketing at Adobe. With over 15 years of experience in the industry and the technology that powers it, he provides strategic advice on how to build and use the right stack and marketing for businesses to grow. Joe believes marketers need smart training and leadership to scale business growth. Connect with Joe on LinkedIn and follow him on Twitter @joeDmarti.