Marketing automation helps save time by freeing you from tedious marketing and analytical tasks. But to reap its benefits, you need to follow marketing automation best practices.
Below, we’ve rounded up marketing automation best practices that will keep your business on track to meet your marketing goals, generate leads, and increase revenue.
- Keep marketing analytics and lead scoring simple
Having a lead scoring system that is too complicated and extensive has the problem that you rely on a team of interns just to pull all the information into Excel.
Keep everything simple so you can create a clear foundation for performance expectations, one that can be adjusted based on feedback later. Having a simple and streamlined process is key to optimizing marketing campaigns as close to real time as possible.
If you’re running your marketing analysis taking forever to make changes and turns, you’ll miss out on incremental opportunities.
- Map your lead stream
Mapping your pipeline of leads is the key to creating a simple process that doesn’t require a large team to manage. Have a clear path to convert website visitors into leads that increase your business revenue. Create a flow that is simple, includes all the right trigger points that affect lead routing, and is used by everyone who visits your web page.
- Know the buyer’s journey
For your marketing automation tools to be effective, you must first understand the buyer’s journey of your target audience. What kind of questions are they asking? What online channels are they using in the stages of knowledge, consideration and decision? And how can you deliver effective marketing at every stage? Once you answer these questions, you will be able to map out a workflow that pays off at every stage.
- Create buyer personas
Create buyer persons to make sure you reach your target audience. Buyer personas are imaginary profiles of your typical customer base.
Buyer personas help you analyze the demographics, challenges, needs, and interests of your customers. They’ll help you create marketing campaigns that deliver value to the right audience and convert leads into customers.
- Create engaging content
Consumers are bombarded with information from countless brands and businesses every day, so you need to create compelling content that cuts through the noise. This could be in the form of a blog, surveys, quizzes, webinars, interactive videos, live streams, social media posts, etc.
Engaging content like videos has proven to be a successful strategy for many marketers. In fact, a recent survey by Wyzowl found that 81% of marketers say that video has helped them increase sales.
- Consider email reputation
The last place you want your automated marketing emails to end up is in the spam folder. To make sure your emails reach your consumers’ inboxes, get to know your audience (remember those buyer personas we told you about?).
Create attractive and valuable content that your audience wants to continue receiving from you.
Also, provide clear subscription management options to your prospects and clean your database so that only your enabled emails are used and not spam.
- Capture leads effectively by limiting distractions and avoiding lengthy processes
You need to delight your customers every step of the way, so make sure you have engaging landing pages with easy-to-fill forms that make visitors want to provide their information. Email collection forms are the most successful at converting viewers, with a 15% conversion rate .
Don’t assume that every prospect will want to make a purchase right away. Instead, provide avenues if they want to be contacted about a product or service. And remember, distractions can stop conversions, so only focus on a call to action, like an event registration or an opportunity to download an e-book.
- Make sure your marketing automation system integrates well with your CRM
A marketing automation system is supposed to make marketing easy, and a CRM is supposed to make managing leads and customers easy. If they can’t be integrated, you’ll end up doing a lot more work. Before you decide on marketing automation and CRM platforms, make sure they can integrate with each other, and that you have the budget to make it happen.
- Create non-linear customer nurturing
Parenting programs must be dynamic to add value to the people who come into contact with your business. Each visitor to your business website may be at a different stage of the buying journey, so make sure your lead nurturing isn’t linear.
For example, if a potential customer is already looking for pricing information, they should be immediately routed to where that information is available. If a potential customer tuned in to a webinar, they should receive a follow-up email with additional information.