Marketing team members engage in tasks such as email correspondence, social media postings and identifying target market segments for each campaign. As the campaign grows, tracking the information through Word documents and Excel spreadsheets is no longer effective. Marketing automation steps in to save the day!
It utilizes software to automate repetitive, routine tasks that are part of a marketing campaign. It primarily handles customer segmentation, data integration, and campaign management functions. As the campaign runs, marketing automation generates reports providing leads that your marketing team turns into personal connections that drive potential clients to purchase your company’s product or service.
Here are the top five benefits you can gain by utilizing a marketing automation campaign for your next product or service launch.
1. Time to Focus on Business Mission
As the head of your business, you have a million and one things that are on your plate each day. There is simply not enough hours in the day for you to thoroughly analyze statistical data from your current marketing campaign. Having something in place to provide you with the highlights reel would better suit your business ownership needs.
Marketing automation will do just that. You can receive detailed reports pinpointing new marketing opportunities, customer segmentation response progress and data integration for any campaign you are currently running. You can now review the information and make critical marketing decisions before moving on to your next task.
2. Create Marketing Campaign Consistency
Your marketing team consists of top-quality individuals that are the best and the brightest in their chosen field. As amazing as they are, they are only human. A typical business day pulls them in a thousand directions handling customer phone calls, responding to emails and monitoring campaign activity. At some point, despite their best efforts, something will fall through the cracks.
Marketing automation allows you to take some of the pressure off the team by handling tasks such as sending an email to a new customer segmentation group or update your social media channels to post a call to action you want your target audience to take. These operations can run around the clock, allowing your marketing team time to rest for a change.
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3. Nurture and Develop Leads
An essential aspect to running a successful marketing campaign is targeting your efforts towards a specific portion of a larger audience that has a real need for your product or service. Each potential customer may generate a lead that you need to act on as soon as possible. Identifying what portion of a wider target audience belongs to a segmentation group and engaging with each person can be time-consuming.
Marketing automation does all of this backbreaking work for you. It will extend a search for potential customers into all regions of the Internet that you would otherwise be unable to reach. It offers an introduction on your behalf and then works to keep your brand present in the consumer’s mind, leading them towards future purchases when ready.
4. Receive Multi-Channel Efficiency
Modern technology provides you with a variety of options for engaging with potential clients and current customers. Keeping up with each channel takes a considerable amount of time while taking yourself and your marketing team away from other, equally important tasks.
Having a marketing automation program in place allows you to manage better interactions across your social media channels. You can create the content and set up a schedule for how the automation software should post the content in each respective channel. You select a particular date and time, which allows you to spread one message out across each of your channels without coming across as pushy or overwhelming to readers.
5. Separate the Good From the Bad
Your marketing team executes more than one marketing campaign at a time. Each one starts with an idea on how to present a product or service to your target market audience. You engage in market research to gain a sense of how well a market receives a product or service. Some of these campaigns will produce great success, and others may fail. Determining which direction a campaign is heading in and whether you should stay the course or abandon ship requires attention to detail.
Marketing automation does the work for you and presents you with composite reports analyzing every aspect of each campaign you are running. It will allow you to glance at results and know instantly where each campaign stands. With that information in hand, you can make executive decisions on where your marketing resources will have the most impact on your profit margin.
These five benefits scratch the surface on what you have to gain by utilizing a marketing automation campaign. Marketing automation optimizes potential leads and identifies potential openings within your industry where you could stand to make a profit. If you are looking to establish a brand image online, marketing automation is the only way to go.