When it comes to their marketing strategies, numerous companies adopt quite a wide range of marketing strategies. Luckily, a modern marketing automation framework allows more versatility to achieve the same results in many different ways.
That said, while many directions can be taken toward achieving your goals, certain solutions offer a safer alternative than others.
What Looks like a Healthy Strategy?
Performance, like most things in life, comes in many styles, forms and types. The definition of healthy by one team may look dramatically different from that of another team since efforts are sometimes distinctive to a specific organization. Therefore, in order to define good, it is important to look at the values or leading indicators that underline whether the selling means to support the sales ends.
As a general rule of thumb, good approaches incorporate positive contact to deliver results and optimize the use of everybody’s energy, both that of the consumer and that of the company.
Quality of life of the program can be evaluated according to both quantitative and qualitative metrics. For instance, the total time spent on each campaign or marketing activity as compared to the total ROI is a good quantitative metric to map. Qualitative metrics cover issues such as consumer satisfaction and employee morale.
We’ll learn three strategies in this blog to get the most out of your marketing automation program for a balanced, winning strategy, and how you might calculate it:
1. Campaigns Should Always Contribute positively
The connections with potential clients and existing clients are like muscles — exercised correctly, they will result in strong and powerful sales outcomes. Similarly, they can be overused and stressed, contributing to opt-outs and frustrated users.
Through focusing on specific objectives and targets, you will articulate the benefit you’ll offer through automated interactions. In the above examples, the subscription management company is trying to teach the community on accessible options and to raise awareness of the details inside different publications. The value-adding goal is to provide relevant content to their readers and show details that these outlets may not otherwise have realized the communication was possible.
Adding value at every touchpoint of contact is an excellent way to effectively focus on your and sales-generating targets. Through linking value-adding interaction goals together, you can create an overall path of nurturing for each contact.
Measuring Ideas: Record unsubscribes, task click-through, and system achievements. The aim is to decide how the viewer communicates with your material or prevent contact theoretically. Qualitative surveys and internal content-relevance conversations will reveal areas of improvement.
2. Automation Must Simplify things
Do your nurture sources or workflows for campaigns look like a pair of spaghetti? Do they make it sound their logic is overly complicated? If it does, it might be time to search at the things, constraints and reasoning used to simplify the interactions.
You will use the knowledge in a number of different ways with a marketing automation tool. Through looking for actions, rather than scripting if / then sentences for each encounter, you will simplify the process by putting the most relevant information before each section of the audience based on their interests. That also increases the probability that your viewer will see material that resonates with them the best.
A welcome series for new customers is one such example. Instead of string multiple send-wait-send emails and assessment steps around each other, you can set up an interaction series based on whether clients display a new or required behavior. It’s not only a better strategy, but it is also a great way to avoid frustrating them and to guarantee that your most valuable messages interact with the right viewers regularly.
Here are some other approaches to test this component of your marketing automation:
- Use the concept of elegance. If it requires more than a few modifications to accomplish the result, there may be a simpler environment that achieves the same aim
- Tell your team to notice some process rationale that sounds overly cumbersome and hold team brainstorming sessions to see if anyone agrees with your platform design experts to pick automation systems.
Of course, if you crash against a wall if it comes to your prevailing marketing automation platform’s prompts, filters, and reasoning, it may be time to think of more sophisticated tools. There’s a big difference between platform-to-platform implementation philosophy, and the correct reasoning would make it much easier to execute strategies focused on the priorities and results you hope to achieve.
Measuring ideas: The average time invested building up nurturing workflows is indeed a great starting point. Qualitative management could include a review of day-to-day tasks, ease-of-use program and best practices to simplify customer interactions.
3. Automatization Must Reduce Repetitiveness
Scalability is one more principle to get the most out of your marketing strategy. Most advertisers also come to terms with the daily grind of designing services, and therefore, they may not know that they can simplify most repetitive tasks. The correct mechanism for marketing automation would decrease the number of occasions that any kind of software or material has to be created from scratch.
Common instances of repetitive activities:
- Create the same customer list or section
- Download the same information over and over again
- Trying to recreate the same email only to change the content for an audience sub-segment
- Affixing audiences to campaign flows
- Establishing campaign flows from scratch just to make a few changes for a new audience
Functionalities of such as dynamic content and the capacity to clone entire campaigns (with all of the related assets) can free up the hours required to support your tactical initiatives. Efficiency gains in the design, implementation and execution of initiatives will allow you to focus more on tracking and optimizing the results.
Another common area is monitoring where routine tasks occur. When you spent hours and hours collecting data to provide status updates, the marketing automation tool may have out-of-the-box, undeveloped configurations that can simulate outcomes without a heavy amount of human input.
A Glorious Time to Reflect
The new year has shown up and many of us are making plans for what our companies will look like. Some of the nicest things we to do are stop to focus on such items that are effective or those that can be simplified. A great way to mobilize the staff to progress in the coming year is to encourage them to assist in the assessment process and help identify if there are any aspects of the business strategy that could be improved in the future. Of course, if your current plan does not meet such features, it may be time to think a more sophisticated marketing automation solutions in the coming future.
What other hints to a safer marketing plan do you really had before? what do you have now? always, please do share your valuable findings and feedbacks down in the comments.