What is Marketing Automation?
Marketing automation platforms are the systems that help marketing teams take their campaigns to market across a variety of channels in a single location — thus removing the repetitive, tedious tasks that can slow lead generation down.
If CRM is the central information store of your organisation, then marketing automation is the creativity that powers the activity that gets your company moving.
Many organisations use marketing automation for list-building and email marketing, but many platforms also have tools to help you qualify and score prospective customers, nurture existing contacts, and forecast how your marketing activity is contributing to overall KPI’s.
Empowering your marketing team with a suite of robust automation tools will allow them to build trust and relevancy with potential customers at scale.
Goals and Strategy
You’ll want to work this out in advance to give you the best chance of success. Things to consider include:
- Success metrics – is it new lead generation, nurturing existing prospects, or providing a better experience to existing customers?
- How much time can you commit to the setup of content and assets?
- Is there someone who can regularly review, add or make changes?
- What’s your budget and how might this impact on your targets?
What else should I know in advance?
This will depend on what you’ve identified that your team needs to succeed. Here are some common questions that are asked during the decision-making process:
- What are the CRM integrations?
- How smoothly does data flow between software?
- How flexible is the reporting?
- How can I measure ROI?
- What sort of on-going support is available?
This is just the beginning. For a smooth experience, consider coming up with a personalised requirements checklist for your ideal marketing automation platform then work backwards. Working with a partner can also help.
How does Marketing Automation technology work with your other channels?
Your Marketing Automation platform should bring together all your wider advertising activity that’s delivered through the various digital channels into one place. Such as:
- Search engines eg Google, Bing
- Social media eg Facebook, Instagram, YouTube
- Email, mobile apps.
- Chat, SMS
It’s about having a single place to capture and manage your lead generation and marketing activity, so you can meet prospects on their terms and on their preferred channel.
Email marketing is a powerful direct marketing channel to promote your products or services. Despite various commentary to suggest its days are numbered, email is still very much alive and in fact boasts one of the best ROI’s of any form of digital marketing.
It does need some thought to ensure it’s providing value to the reader, but when done well emails are still one of the best ways to help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts.
- Lead nurturing
- Onboarding new customers
- Tips for existing customers to get more value from your product or service
- Service, reminders or other insights
If your target demographic is mainly mobile and your message can be delivered in less than 160 characters then SMS or Text Marketing may show a high conversion rate.
Because a text interrupts your customer (where an email is more easily ignored if unwanted) even more thought must be given to ensure that your message is going to be well-received. Examples where it works well:
- Appointment Reminders
- Time-sensitive special offers eg Today, tonight only
- Rewards or discounts to loyal customers
You must confirm to NZ’s anti-spamming laws, for example you must include an opt-out reply and the use of short codes for delivery, but SMS is one of the best ways to get your message to your subscriber base fast. Some supporting stats:
- Approx 95% of SMS’s are opened within 5 minutes
- Approx 20% of discount coupons sent by text are redeemed
- Approx 25% of Special Offer texts are forwarded to friends and family
Think of a Chatbot like a good waiter for your website. They’re there to provide a level of personal service that compliments your sites existing content.
A well-configured chatbot will enhance the customer experience by helping them find the content they are looking for quickly, making suggestions and knowing when to route the visitor to a real person. Typical chatbot tasks:
- Welcome new visitors
- Qualify leads through intelligent scripts
- Help existing customers find an answer or solve a problem
- Remove the friction from virtually any process
Better yet they don’t require rest, don’t have feelings and won’t make human errors!
What do you get from a Technology partner?
You’ll get expertise in all aspects of tech deployment from product selection, best-practice setup, customisation, integration and training.
Above all, you get the sense of being in safe hands – do it once, do it right.
With us, you get the guarantee of a smooth implementation. We’re vendor-neutral which means we work with you to find the processes, people, and technology you need to exceed your goals.
Everything we do will show a direct return on investment, be it in revenue growth or time saving.
It’s about straight-forward thinking you can follow, with a dash of hustle when needed.
Hatchit – your Marketing Automation Partner
Hatchit is an independent software consulting firm, specialising in CRM, Marketing Automation and Client Management software in New Zealand.
We work with new and existing customers to select, set up, and leverage their software through a wide range of professional services that include implementation, reporting, consulting, data migration, system integration, project management and administration.
Let us help you select, deploy and manage your Marketing Automation software.
If you need a custom solution to meet your goals then please get in touch.