Automation is increasingly becoming a popular method online marketers are using to excel in their marketing strategy. Initially, early forms of automation involved simple automation software that allowed marketers to handle specific tedious tasks such as social media posts scheduling. However, current automation tools are increasingly becoming sophisticated, making marketing work much easier.
For sure, being on top of every activity in your brand, ranging from customer service, production, business development, financials to marketing is a recipe for disaster. The best way of overcoming is automating some tasks, and marketing is overly ripe for automation. They key, however, is finding a perfect tool that can automate various marketing aspects to ease the marketing processes.
Marketing automation comes in various types. Whereas there are sectors where automation can work well, it might not work well in others. Below are some marketing aspects where automation is highly effective and where you shouldn’t try.
Where Marketing Automation Works
As mentioned, marketing automation doesn’t work with everything. Nonetheless, you can try it in the following fields.
Organizing and delegating tasks
Keeping track of all your marketing strategy is certainly hard. This is why you should consider automating various items such as calendars, task assignments, schedules and more. Integrate apps that add notes to your calendar to make life simpler. You can also use tools that automatically assigns various members of your marketing team various tasks.
Handling off-hour responsibilities
Social media is always up and running 24/7. No matter how you are efficient in managing your marketing campaign, you can’t always be in tabs with what’s happening, especially when you retire to sleep or engaged with other activities. This is why you should find a way of automating your social media accounts, emails and other forms of communication. Some people leverage bots for social media marketing to get things off their plates. With this, you won’t have to be online all times, something necessary for modern marketers.
Gauging Campaign direction
Some marketing automation tools provide valuable insights through their analytics platform on various metrics. Using such tools will provide you with important data for making a recommendation as to how your marketing strategy is fairing on. For instance, a keyword research tool will enable you to find the keywords that most customers visiting your website users. With the keyword, you can create and curate more engaging content around that keyword.
Lead generation is the epitome of every marketing professional. Well, lead generation tools can help marketers optimize their campaign by giving suggestions and recommendations on how to build contact forms, what information to ask and how to attract high-quality traffic. Some tools even subjectively score leads, enabling you to know the value of the lead before moving on with it.
Top Marketing Automation Tools
Most marketing automation tools are available as a platform – with an integrated suite of tools with the various feature set. Different tools have specific capabilities and vary from one platform to another. Below are some of the top marketing automation tools you can try in your marketing strategy.
Marketo is probably one of the best-known marketing automation software, of course, for a good reason. It is a mature automation tool, with several features that help not only online marketers manage their email campaigns but also beneficial for your sales team. It features a marketplace, the LaunchPoint, offering dozens of integration.
With such features, Marketo is good for brands who want to use the tool beyond basic online marketing automation. It isn’t an expensive tool but certainly not the cheapest. It is best for brands who can take advantage of its advanced features. However, if you need a tool for basic marketing automation, try an easier alternative.
Eloqua is the “Ferrari” for marketing automation. This fully loaded tool provides exceptional levels of service that perhaps explains its price. Something outstanding with this tool is the excellent user guidance provided by manufacturers, aiming to equip marketers with the most they need to make the most from this product. Just like Marketo, this marketplace comes with plenty of third-party integrations for a seamless marketing experience.
This tool is best for those aiming for enterprise-level marketing with a more than average budget. It is a great tool, especially if you acquire the guidance from Eloqua’s technology vendors. This is a go-to tool if CRM is vital to your marketing.
Like other marketing automation tools, HubSpot offers free CRM that makes it easy for businesses to track and organize customers. This tool automatically tracks interactions, compiled data, and displays in a single dashboard, making it easy to compare. Besides CRM, it offers exceptional blogging, landing pages, lead management, SEO and much more features.
From the dashboard, team members can sort out customer contract as well as have a clear view of the brand’s goals. HubSpot’s CRM tracks customer touchpoints including calls emails and meetings automatically.
This simple and straightforward marketing automation tool creates a self-service platform offering SMS, postcards, in-app messages, and email services. Consider integrating this tool if you are looking to spark new relationships as well as rekindle old customer relationships as part of your marketing strategy. The app captures data from your brand’s app or website and integrates with other systems to ease the creation of personalized customer messages.
Marketing automation is the surest way that businesses and brands can save time and money in their marketing endeavors. Automation maintains your brand’s message while making it easy to reach thousands of customers and potential clients. Initially, marketers used automation tools to handle tedious tasks that required programming such as making scheduled emails and mining web information.
However, the level of automation currently has increased, with modern tools being applied nearly everywhere in the marketing arena. If used rightly, these tools can spare marketing experts hours and helps them accomplish more goals in less time. Regardless, excessive marketing automation may not be good for your brand. For starters, creativity and ingenuity in your content are lost. Customers will be feed with similar automated content each time.
Secondly, your messages may lack that personal touch, as people often prefer talking to other people. Besides, you will also incur some costs, bearing in mind there is no automation company working as a charity. The key to this is simply selecting which platform suits your company the best.