How to define a marketing automation strategy?

26 Jun 2024

More and more companies are adopting marketing automation given its effectiveness in advertising. Content, visuals, links... all are utilized to shorten the sales cycle. In addition to defining objectives, it is also important to note the contribution of each team and the tools chosen to achieve them.

Defining Campaign Goals

Marketing automation involves automating time-consuming tasks to reduce the cycle of a marketing project and ensure its effectiveness. Defining a marketing automation strategy thus means determining all the steps aimed at facilitating the conversion of prospects into customers. All time-consuming activities are therefore handled by bots, for example, to save time. In fact, all necessary techniques and tools will be utilized in this regard.

Automated marketing avoids repetitive tasks and achieves sales objectives quickly. Email campaigns, newsletters, and electronic communications are the primary areas affected. Next comes inbound marketing or lead acquisition, management of various CRMs, and customers. Finally, there is customer management, from prospecting to scoring.

It should be noted that the objectives of a marketing automation campaign always focus on optimizing ROI. Leads are used to generate sales and ideally engage in personalized marketing.

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Optimise Your Content Strategy

The objectives of marketing automation are:

the generation of qualified leads,
the synchronisation of marketing and sales techniques,
the improvement of customer relationships, notably for prospecting messages,
the enhancement of experience,
the integration of personalised actions for each customer,
the completion of internal databases.

Everything is therefore based on a good content strategy, engaging and attractive content that can change customers' behaviours. The goal is to sell easily through targeted and tailored content for each type of customer. At the end of the chain, a content audit should also be performed, that is, an analysis of their effectiveness.

By content, we mean all websites, blog articles, visuals such as photos, GIFs, or videos of all available formats. They must however be chosen based on the buyer persona or target audience. The type of customer, whether a business or an individual, a new customer or a loyal customer, also comes into play. Finally, an offer must be made that is suitable for each customer.

Implementing an Inbound Marketing Strategy

Implementing an effective inbound marketing strategy is the challenge for any business. Indeed, it is not simply about generating sales with any advertisement. It is necessary to attract the attention of the targets, convert them, and invite them to remain customers. Everything is therefore a matter of customer loyalty. However, the program must encourage the customer to come towards the company and not the other way around. And it works!

This is why inbound marketing is considered a key step in marketing automation. In practice, you will create and distribute high-quality and original content across modern advertising channels. All means of communication, from email to social media, are engaged; as are the SEO tools.

It is worth noting that traditional channels (TV, radio, or printed newspapers) are part of outbound marketing strategies. You will thus use new media to share your products with your customers. They will still be necessary for communication, customer support, and data collection later.

Involve All Teams

The targets, activities, and risks must be well studied to succeed in a marketing automation strategy. Each team in the marketing department must receive a well-defined task and a specific objective assigned. Together, they form a single body, which dedicates itself to common goals.

However, no matter how qualitative your leads and products are, they will have no value if all the sales teams do not work with the marketing teams. Is it not the same team? No. The sales team is closest to the customers while the marketing team focuses on management and project preparation.

In other words, the brain of marketing automation must be linked to the executors. Collaboration must be effective in that the sales part is in sync with the central part. This involves the marketing department and the sales department.

Use the Right Tools

Client interface, sales summary, results analysis… The best tools should include all the necessary steps to implement a marketing automation strategy. Some are very famous for their quality. The important thing is to use the right tools such as ProspectIn, Podawaa, or Hootsuite and to use them correctly. They must be reliable and durable. Their functionalities must meet the ease of use sought in automated marketing.

Otherwise, you can always seek external help and hire a marketing automation professional, namely a web agency. This alternative has several advantages, if not the ease. You only need to specify your needs, your objectives, and your projects, and the agency takes care of everything. This is especially recommended if you are just starting in the field.

My Name is Bond is an agency specialized in the field. They will be happy to assist you in achieving your goals quickly, in line with your automated business strategy.

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