At the moment, entrepreneurs have the world at their fingertips on the subject of automation.
We will design advanced email sequences to exit on repeat, automate social media and show advertisements based mostly on buyer preferences, and ship abandoned cart recovery emails with out lifting a finger.
However, this ease of use presents an issue:
Many entrepreneurs don’t have a ton of technique behind their actions. They get straight into the tactical element earlier than considering by means of the strategic parts.
On this article, we’re going to give attention to the latter.
You’ll uncover the 6 essential steps in designing a marketing automation technique and learn the way that technique ought to inform automation techniques and actions.
Desk of Contents
What’s a advertising automation technique?
A advertising automation technique is an overarching plan behind the advertising actions you determine to automate and people you determine not to automate.
So, let’s get 1 factor clear.
Advertising automation methods and advertising automation techniques usually are not the identical factor.
Reasonably, your advertising automation technique informs the automation techniques you select.
The technique is a high-level strategy, encompassing buyer analysis, market evaluation, competitor comparisons, and goal-setting.
From right here, you may select the advertising efforts that go well with you.
A few examples of selling automation techniques embody e-mail nurture sequences and remarketing ad campaigns on social media.
Beginning with technique is essential to figuring out which techniques will convert. For those who discover by means of your analysis that clients in your sector not often buy from focused social media advertisements, as an illustration, then automating this course of could also be unsuitable.
With this in thoughts, we’re first going to take a look at tips on how to construct a advertising automation technique earlier than diving into the particular techniques you may use to reach your audience and convert gross sales.
The right way to construct a strong advertising automation technique in 6 steps
Able to design a advertising automation technique to save lots of time and pace up workflows? Simply comply with these 6 steps.
1. Collect your mission-critical intel
Step one is to drag collectively all the information you could have in your viewers, your opponents, and your market.
This consists of paperwork like:
- Whole addressable market evaluation
- Competitor evaluation
- SWOT evaluation
- Best firm profile (ICP)
- Customer personas
To be clear, creating these paperwork will not be a part of the advertising automation technique design course of.
Automation technique is only one a part of your wider marketing strategy. As such, these duties ought to already be accomplished; that is merely a follow of collating the required info to tell automation choices.
2. Audit your present advertising actions
Check out the advertising actions you’re working proper now, and ask 2 questions:
- Which of those actions could be automated?
- Which actions could be higher off not automated?
Say, for instance, that you simply’re presently working a sequence of lead nurture campaigns for leads that aren’t fairly but sales-qualified. Based mostly on their interplay with sure emails, you reroute them (presently manually) to completely different sequences.
You may automate this with the suitable email marketing instrument.
You may determine, nonetheless, that it’s crucial for an account-based advertising rep to be concerned in writing that first e-mail, because it must be extremely focused to the particular buyer’s curiosity. You may select not to automate on this occasion, then.
3. Perceive how automation impacts the client journey
The customer journey is a mannequin entrepreneurs use to map out the varied steps the everyday consumers undergo to buy.
It begins on the attain and have interaction stage (the place you goal your messaging to the discover prospects) and strikes proper by means of the convert and shut phases.
It is best to have already got the client journey mapped out by now; your job right here is to know how automation may influence that journey.
Take, for instance, the nurture and educate part.
You may determine that your potential consumers spend quite a lot of time comparability posts between you and your opponents.
You could possibly arrange an email automation sequence to ship in-depth comparability posts proper to them, saving them time and guaranteeing you’re positioning your self as the most suitable choice for a given want (i.e., reiterating your worth propositions).
4. Determine automation set off factors
After getting a good suggestion of the automation recipes you’d prefer to create, you’ll have to be clear on what triggers that recipe.
In some instances, it might be handbook, corresponding to a social media advertising supervisor initiating a brand new automated advert sequence.
In others, automation runs could be triggered routinely—as an illustration, if a buyer downloads your book and is routinely entered into an e-mail nurture sequence.
5. Discover the constraints of your advertising automation platform
Advertising automation software program is your lifesaver right here, enabling all of these advanced automation concepts you’ve dreamed up.
However not all automation platforms provide the identical options (although there’s important overlap).
Take the instance we checked out in step 2, the place you’d prefer to automate dynamic e-mail sequences based mostly on consumer interplay.
Plenty of automation platforms don’t have this capability. (ActiveCampaign does, by the best way).
You’ll want to verify your required automation recipes fall throughout the confines of your instrument’s capabilities or take into account switching platforms.
6. Design a plan for reporting and evaluation
The final element of designing a advertising automation technique is figuring out the way you’ll measure the success of your automation technique and techniques.
This comes down to selecting particular metrics to measure efficacy and ROI and scheduling a daily time to overview your advertising automation technique and alter as applicable.
Each 6 to 12 months is probably going applicable for many companies, although startups and quickly rising and altering firms may prefer to step as much as a quarterly overview cadence.
Use your advertising automation technique to drive these 7 techniques
Now that you’ve your technique sorted, it’s time to determine which advertising techniques will work finest for attracting your viewers.
Let’s discover 7 examples for instance how this entire factor works.
1. Lead nurture e-mail sequence
The lead nurture e-mail sequence is the quintessential instance of selling automation in motion.
This automation sequence begins when your buyer takes a particular motion. That may be downloading your book, signing up for an e-mail course, or making their first buy.
Let’s say it’s the latter.
That buyer is then put right into a lead nurture sequence and receives a sequence of emails in sequential order. Say, for instance, they obtain 1 per week for 7 weeks.
Every lead nurture e-mail sequence has a particular conversion aim in thoughts. On this occasion, it might be to transform that individual to a repeat buyer by encouraging a second buy. The ultimate e-mail within the sequence may embody a discount code as a further motivator.
An efficient e-mail sequence helps you flip extra subscribers into clients.
2. Remarketing advertisements
Remarketing (also referred to as retargeting) advertisements are a advertising automation tactic triggered when a possible buyer browses a product in your web site however doesn’t undergo with the acquisition.
Your web site pixel captures their information and hyperlinks together with your marketing automation platform to set off automated advertisements for that precise product.
These advertisements are mostly displayed on social media platforms like Fb and Instagram however will also be efficient as digital banner advertisements.
3. Social media promoting
Social media promoting is a well-liked advertising technique basically, nevertheless it’s even higher when automated.
For instance, let’s say you could have a sequence of content material you’d like potential clients to see. One advert isn’t ample.
In your advertising automation platform, you may arrange a sequence of three dynamic ads, every with completely different artistic and duplicate, and automate their show on platforms like Fb and LinkedIn in sequence.
4. Segmented e-mail advertising
Probably the most highly effective e-mail advertising automation sequences are segmented by key viewers attributes. This ensures that you simply solely ship highly-relevant content material to every viewers phase, thereby enhancing engagement and conversion charges.
Say, for instance, that you simply’re a sales CRM with quite a few completely different consumer profiles. Lots of your customers are actual property brokers and insurance coverage firms.
Whereas some e-mail content material could also be related to each, not all the content material you produce for actual property firms shall be tremendous related for insurance coverage brokers and vice versa. Segmented email marketing lets you ship the suitable stuff to the suitable individuals.
Dynamic email content might help you’re taking issues a step additional.
Take this e-mail from Northern Path, as an illustration, which makes use of dynamic e-mail to tailor content material based mostly on recipient gender.
With dynamic content material, as an illustration, you may ship a single e-mail to your complete viewers however automate a sure element to vary based mostly on consumer information.
5. Deserted cart emails
Deserted carts are the bane of the ecommerce world. Consumers add your merchandise to their cart (or bag, or field, or no matter you’re calling it) however don’t undergo with the acquisition.
Automated abandoned cart emails are a strong solution to regain a few of this misplaced income potential while not having to contain a advertising individual each time.
Couple your cart abandonment emails with retargeting advertisements for a 2-pronged strategy to cart restoration.
6. Transactional SMS messages
Transactional emails (like transport and gross sales notifications) are an effective way to maintain clients up to date, however they typically get misplaced within the a whole bunch of notifications your e-mail subscribers obtain every month.
SMS marketing is usually a highly effective solution to reduce by means of. You’re sending the messages on to a buyer’s cell, stopping you from getting misplaced of their e-mail inbox.
Homesick makes use of transactional SMS to tell clients about ongoing gross sales, for instance.
7. Welcome e-mail sequence
Welcome email series are an ideal goal for an automation sequence.
This may be triggered when somebody indicators up on your e-mail e-newsletter or rewards program after studying 1 of your weblog posts that talk to a standard business problem.
For SaaS companies, welcome e-mail campaigns typically start when a brand new buyer indicators up on your product.
This e-mail from Spotify is a superb instance of an preliminary automated welcome e-mail.
In any case, the concept of a welcome e-mail sequence is to coach the client and get them to interact together with your product.
For instance, you may schedule a sequence of emails that give customers walk-throughs on particular product options with the aim of accelerating characteristic adoption.
Steadily requested questions
What’s an instance of selling automation?
Probably the most widespread examples of selling automation is the e-mail lead nurture sequence.
Right here, you prewrite a sequence of emails. When somebody downloads an book of yours, your automation is triggered, and the prospect routinely receives that sequence of emails (typically 1 per week).
How efficient is advertising automation?
Advertising automation could be critically efficient, nevertheless it all is determined by how you utilize it!
Swim University, for instance, grew its income by 66% utilizing advertising automation like scheduled e-mail campaigns.
Why do you want advertising automation?
You want advertising automation as a result of it’s the one solution to run scalable advertising campaigns with out investing (learn: losing) a whole bunch of hours on actions that might in any other case be performed by a advertising automation instrument.
By automating repetitive duties, your advertising staff can ship personalized content to your present clients, appeal to potential B2B consumers, and supply a greater buyer expertise that improves buyer retention and satisfaction.
They usually can do all of it while not having to carry a finger (besides after they arrange their advertising automation workflows).
Nevertheless, none of that is attainable with out a strong advertising automation answer. Try ActiveCampaign’s deep suite of selling automation options, or dive proper in and expertise the magic for your self with a 14-day free trial.