How to Leverage Automation, Segmentation and Personalisation in your Marketing

POSTED: October 12, 2017 BY: CATEGORY:

Automation is not new in the world of online marketing. Along with audience segmentation and personalisation, marketing automation forms one of the most popular marketing strategies in 2017.

While it’s very positive that marketing automation has become so widespread and easy to use, because of its commonality it’s also become harder to differentiate yourself and really leverage these strategies in a way that makes your business stand out.

Many organisations make use of automation, segmentation and personalisation but often they don’t use it to its best abilities. Learning how to fully leverage these new technologies can help your business really stand out from the rest and help you get ahead in your marketing.

Here are a few general tips to help you get more from your digital marketing with these technologies.

  1. Use the tools you have at your disposal. With so many excellent automation and personalisation tools around, even small businesses with little to no marketing budget can make use of these strategies. Look at Hootsuite, IFTT and any other automation, management and marketing tools you can find. The right tools can save you time and help you get better marketing results.
  2. Make full use of analytics when segmenting your audience. Most businesses these days have Google analytics or a similar analytics platform installed and this is a great place to start when you want to look at different potential audience segments. By leveraging the data you have already captured, you can get more value out of it and use it to more effectively target your audience.
  3. Personalise your email marketing content. Personalisation of emails has been around for a number of years now, but it’s evolved from just using a person’s name to tailoring the content of your email newsletter to the specific individual involved. This includes tailored calls to action. According to Walter Analytics, personalised emails have six times more revenue rate and traction than non-personalised emails, which makes it well worth a try.
  4. Conduct a data audit. If you’re not sure where is best for you to gather data for your business, you can try conducting a data audit. A data audit is where you look at all the different places you can gather data and put together a strategy combining them all and detailing how you will use all your data platforms together for a more effective marketing result.

How to leverage your marketing automation

If you are a small to medium sized business, there are a number of benefits to implementing a marketing automation strategy in your overall marketing plan.

These include:

  • The ability to use data to drive your actions. Marketing automation gives you data and insight into your customers’ behaviours, actions and activities. This lets you learn more about your customers and target your future marketing efforts accordingly.
  • Sales support. Aligning sales and marketing is crucial for marketing success but this is one area where many organisations fall down. Marketing automation makes it easier to combine them both and allow your marketing to support your sales team so they can both build on each other.
  • Supporting your content marketing. Marketing automation is a great way to gain insight into what content gets the best response from readers and give you an idea what type of content to produce in the future.

When you’re starting off on a marketing automation strategy the first step is systematisation. Map out sequences and customer journeys so you have them clear in your mind before you start creating content or automated email sequences.

The basics of segmentation

Audience segmentation is the cornerstone of any successful marketing automation campaign and over the past few years, segmentation has gone through a number of changes. Once segmentation was just about arranging your audiences by their age or interests. Now audience segmentation largely relies on people’s previous behaviour when interacting with your organisation.

Segmentation relies heavily on audience tracking. If you can track your audience’s progress through the customer journey, or through your website, you can get a good idea of their behaviour and see where there might be barriers to them making a purchase.

The beauty of segmentation lies in targeting different marketing content to your users based on their behaviour. For example, if they browse a specific product but don’t make a purchase you can set up an automated email or notification to go to them advising of a sale or discount.

Once you’ve got to grips with the basics of audience segmentation and automation you can create automated marketing campaigns that will work more effectively to engage your audience and promote your brand.

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#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.