In 2015, the Marketing Automation market was estimated at $500M, and going into 2019 it is expected to hit $5.5B. Safe to say, Marketing Automation is a beast of an industry, and it’s only growing. MAS is proving to be a strong asset to your marketing efforts, driving results.
Here’s what you need to know when considering implementing a Marketing Automation Software (MAS) in your marketing strategy:
Save Time & Money Nurturing Leads
Similar to a Customer Relationship Management system, Marketing Automation Software is top heavy – meaning that you have to put in the work, initially, to make a MAS do the work for you. Marketing Automation Software ultimately takes a majority of the marketing workload off of employees and places it on web-based software programs. According to Venture Harbor, marketers claim that the biggest benefit of marketing automation is the time you save.
To make sure you’re ready to begin implementing marketing automation, you should have a strong idea of your customer/client journeys. A client/customer journey is the step-by-step process a prospect or lead follows when interacting with your company, from the first touch until after the sale is made. Once you have a grasp on these journeys, you can cater your messages to each customer/client, based on where they are in their journey. Using automation to launch your marketing strategy with a targeted process, nurtures leads and drives conversions.
Track & Plan with Marketing Calendars
You never want your marketing tactics to go stagnant. You want a consistent flow of emails and posts to continually be touching prospects and leads. On average, it takes about 8 touches to get a conversion. Using marketing calendars is a great way to automate your email campaigns and social media posting. Social media management can eat up hours of work, and there are many ways to schedule out your posting. Utilizing a MAS for scheduled posting is a strong starting out point, but there’s more planning and tracking to be done.
According to HubSpot, 60% of small business owners are not able to track ROI from their social media activities. Incorporating your social media management into a MAS calendar can help you track what’s working and what’s not, so you can adjust your marketing strategy to produce a higher ROI. Use calendars to push themes or topics weekly, monthly, or quarterly and track the results.
Email Strategies for Success
Automating emails is just the first piece of the email campaign puzzle. There is a lot of Marketing Automation Software that only handles email marketing. Fully integrated automation softwares, such as SharpSpring or Mission Suite, make email campaigns more accessible and streamlined than ever. According to MailChimp, recipients are 75% more likely to open emails from segmented campaigns over non-segmented campaigns. Using strategically crafted personas, a semi-fictional profile of a target audience, you can create segmented lists with targeted messages and get a larger return on your investment. Creating accurate lists and personas is just as important as creating a good email. If you don’t have a sense of direction or a targeted approach in your campaign, your hard work can be lost in the shuffle. Companies that automate lead management see a 10% or more increase in revenue in 6 to 9 months. Tailoring email campaigns to lists are a great way to target personas while managing your leads.