Marketing Workflows and Automation

Marketing can be overwhelming for any person. You have to research your target customers, connect with them on different platforms, promote your products, then follow up until you close a sale. At the end of the day, it can feel like you were running a marathon.

But it doesn’t have to be overwhelming, simply automate the processes.

Automation helps large businesses keep up with customer demands and small businesses stay relevant and competitive. So, if you haven’t adopted marketing automation, now is the time. Let automation software take care of time-consuming tasks so you can focus on the important tasks.

What Is Marketing Automation?

Marketing automation means using software to automate marketing activities. Many repetitive tasks in marketing can be automated: social media posting, email marketing, ad campaigns, and even drip campaigns.

When marketing tasks are automated, a marketing department runs efficiently and marketers can provide a more personalized experience to customers. Marketing automation leads to reduced overheads, higher productivity, and increased sales. It also enables you to grow your business with fewer resources.

Here are a few important statistics on marketing automation.

  • 75% of all companies have adopted marketing automation
  • 480,000 websites currently use marketing automation technology
  • 63% of marketers plan to increase their marketing automation budgets
  • 91% of marketers believe that marketing automation boosts the success of online marketing campaigns
  • Implementing marketing automation leads to a 451% increase in qualified leads–on average

When you automate marketing, you’re able to target customers specifically, and your marketing budget is used wisely and efficiently. Marketing automation works for every business, and here are some marketing processes that can be automated with a workflow tool.

Workflow 1: Lead Nurturing Automation

According to research, 50% of the leads you generate are qualified, they’re just not ready to buy anything yet. They may be delighted you can identify their pain points and be open to receiving more information. But they are not ready to buy from you. In fact, only 25% of leads are ready to buy your products at any given time, and that’s being optimistic.

Maybe you got the leads through online opt-in forms, sales prospecting, or your sales team got business cards at a trade show. There are numerous ways to generate leads, but here’s the thing: just because people gave you their information doesn’t mean they’re willing to give you their money.

What leads want is information. They don’t want to give you their money before they are ready. So, the last thing you should be doing is telling them, “Hey our company has great products, why don’t you buy some!”

Automated lead nurturing allows you to move leads through the buyer’s journey at their own pace. You interact with them, gain their trust, market your products, and then close the sale. Automation helps you develop and maintain relationships with prospects and leads without labor-intensive marketing efforts. You interact with prospects and customers at every stage of their buying journey.

Workflow 2: Email Marketing Automation

Email marketing helps marketers build relationships with prospects, leads, existing customers, and even past customers. It creates an opportunity for you to speak directly to them at a time that’s convenient for them.

The number of email users is estimated to reach 4.6 billion by 2025. With so many email users, it’s easy to see why the return on investment from email marketing is massive. Studies have shown that for every $1 spent on email marketing, the average return is $42.

But email marketing can feel like a waste of time because there’s so much to do: look for prospects, engage with them, market your products, send emails, and follow up. Automation can help here by automating the repetitive tasks associated with customer relationship management, making email marketing efficient.

An email marketing automation tool can send subscribers relevant, personalized, and timely messages. It works in the background, letting you work on other valuable tasks. You can send personalized emails to each individual, from new visitors to repeat buyers.

Workflow 3: Social Media Marketing Automation

There are 3.78 billion social media users worldwide, and most of them spend 25 minutes to 2 hours every day on social media. That’s why many marketers use social media to market their companies.

When you’re interacting with customers and prospects on social media, you can speak to them in real-time and get their feedback. Almost half of U.S. customers use social media to inquire about products and services, so having a strong social media presence is extremely important.

But it’s not possible to spend the whole day on social media, and that’s where automation comes in. You can use a social media marketing tool to schedule, report, and collect ideas. Some automation tools can even write social media posts.

Social media marketing automation frees up your time, enables you to engage with your followers and hold authentic conversations. You can also use the reports generated to strategize about what to post and when.

Workflow 4: SEM & SEO Management

You probably have tens or hundreds of competitors, and that’s why it’s so important to advertise on search engines. SEM (Search Engine Marketing) can grow your business in an increasingly competitive marketplace.

SEO (Search Engine Optimization) means improving your website to enhance its visibility for relevant searches on search engines. The more visible your site is on search results, the higher your chances of attracting prospective and existing customers to your business. SEM capitalizes on targeted keyword searches, while SEO helps convert and retain the leads generated by SEM strategies.

When you automate SEM and SEO, you reduce the amount of manual work you have to do and speed up tedious tasks. While you can’t automate every SEM and SEO process, there are some tasks you can automate to help boost efficiency.

SEM and SEO processes that can be automated include generating web analytics, monitoring brand mentions and new links, content strategy planning, analyzing log files, keyword strategy, and link building. When SEM and SEO are carefully intertwined, they produce a stronger digital marketing campaign with noticeable results.

Workflow 5: Content Marketing Workflow

Every great brand has one thing that propels it forward: a wealth of valuable and relevant content that connects it with its audience. Content marketing plays a key role in successful digital marketing campaigns.

But here’s the thing. Only 54% of B2B marketers use content to build loyalty with their existing customers. The rest just try to win new business. Don’t get us wrong, winning new business isn’t bad, but research shows that 71% of buyers are turned off by content that seems like a sales pitch. So, instead of spending a lot of time selling to prospects and existing customers, what you should be doing is engaging with them.

A content marketing automation tool can automate and streamline repetitive content marketing tasks. It helps improve your content marketing strategy’s effectiveness. You can easily identify the latest trends in content and use the tool for idea generation.

With a good content marketing strategy, you build trust with your audience, connect with prospects and customers, generate leads, and improve conversions. Content consistency helps your company to be more credible, builds trust with customers, and strengthens your business reputation.

Workflow 6: Marketing Campaign Management

If your company is getting fewer leads and sales have gone down, a marketing campaign can work wonders. A good marketing campaign can spark new interest in your business and boost sales. However, a successful campaign must have measurable results–like increased sales or more business inquiries.

Marketing campaign management involves careful planning and executing activities aimed at delivering favorable business outcomes. It ensures the campaign transforms the company’s goals into actionable targets that relate to customers’ needs.

Marketing campaign management automation makes a marketer’s job easy. For example, a marketer can automate lead flows. When a prospect completes a form, a sequence of marketing efforts is initiated. Emails can be sent automatically to promote advertisements, request for business, or solicit sales.

Workflow 7: Event Planning and Marketing

A marketing event takes a product or service directly to prospects and existing customers. It can help increase a brand’s visibility before, during, and after the event. An event can also help a company generate leads and new opportunities. Marketers can promote a specific product or feature to increase overall customer satisfaction, engagement, and retention.

But every successful marketing event must be planned and planned well. A workflow tool can allow marketers to automate the entire process–from registrations, event promotion, to feedback.

When you use events as a marketing medium, you offer potential customers first-hand interaction with the company and help them to know its personality, focus, and perspective.

Marketing Automation Has A Huge Impact

In a global marketplace, it’s important for your business to stand out from the crowd. 80% of marketing automation users report a hike in lead acquisition, and more businesses are utilizing technology to make their marketing efforts more effective. Automation can help manage every aspect of your marketing campaign–from start to finish, making the entire process seamless and hassle-free.

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