The Steps to Getting Started with Marketing Automation

POSTED: October 23, 2017 BY: CATEGORY:

Marketing automation is a strategy that has been around for a number of years now and as automation technology has developed, so have a wide range of tools and systems to make marketing automation easier and more straightforward.

While marketing automation may have once seemed like a highly technical and complex process, it’s easier than it’s ever been before. Even if you’re not hugely technical, your organisation can use marketing automation to better engage email subscribers and target your customers more effectively.

Getting started with marketing automation can seem overwhelming but it’s well worth a bit of time and effort in the beginning if you want to enjoy the many benefits that come with a clearly thought out, well planned and executed marketing automation strategy.

Here are a few tips to help you get started with marketing automation:

  1. Streamline your email lists and contacts. The first element of creating a successful email automation strategy is to get all your contacts in a single place and import them into your marketing automation platform. Once this is done you can segment them easily into different groups who you want to target individually. Once you’ve done this you’re ready to get started with the nuts and bolts of your email automation strategy.
  2. Educate yourself on your customers. Once you know who your customers are the next step is to find out as much as you can about them. The more relevant and targeted your emails are, the more likely they are going to help you build positive relationships and turn your subscribers into paying customers.
  3. Set up a system to capture your leads. Make sure that whenever anyone fills out a form their email address goes into your centralised database. This will ensure your automation keeps working and building by itself, as you get more and more leads that are automatically added to your automation lists.

Once you have set up your email automation platform, got to know your customers and set up a system to capture your leads, you’re ready to start sending emails.

The great thing about email automation is that you can write your emails ahead of time and then schedule them to be sent when they are triggered by a certain action, for example when a new subscriber signs up to your mailing list or someone downloads a piece of content. This means you won’t need to think about it or lift a finger once you’ve been through the initial set up process.

Once you’ve got the basics you can experiment with more advanced forms of email automation like using gated content, creating email courses and sequences that go over a longer period of time. Once you have gone through the initial set up process, email automation can work as a direct conversion tool to increase your sales.

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ABOUT THE AUTHOR

#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.