Attract the Right Job or Clientele:
Automate Your Marketing And Get More Sales
Even owners of small businesses don’t have to feel overwhelmed by marketing automation. Sure, the concept conjures images of cold, impersonal robots writing emails on your behalf. But the reality is that your marketing strategy doesn’t have to sacrifice its personal, human touch to speed up processes that are better handled by software than by humans. Follow these tips for marketing automation that works. These insights also apply to seeking work, keeping track of companies and people contacted, and remaining in touch.
Marketing automation can make many core processes run faster and smoother – but it needs clean data to work.
Marketing Automation is Not a Silver Bullet or a Quick Fix
Automation can speed up and streamline many manual functions. But you can’t just buy software, purchase email lists and sit back if you want to see results. In order to move from lead generation to sales, and recoup your investment in the automated system, you’ll have to steer the ship.
Your Automation Strategy is Only as Good as Your Data
Data should be integrated instead of being isolated in silos. But perhaps more important than department-wide integration is data cleanliness. Data should be cleaned regularly to ensure:
- Data is accurate
- Data is complete
- Data is non-redundant
New contacts, address changes and job changes can all corrupt data, so data must be cleansed regularly.
Pay Special Attention to CRM Data
Customer relationship management data is likely to be the focal point of your marketing automation strategy. The same rules apply regarding vigilance against redundancy and incomplete or inaccurate data. But this is especially crucial when it comes to CRM because CRM is synced with marketing automation software. If your CRM data is dirty, you’re almost certain to see a diminished automation ROI.
Don’t Forget the Basics of Marketing
Automation doesn’t change the foundational marketing principles. First, lists you cultivated yourself are always better than lists you purchased. Also, it is easier to start small and leave room to scale up instead of diving in to more than you can handle. Remember that your overall goal is to build and nurture relationships, which software can’t do for you. Yes, marketing automation usually begins with an email campaign, but don’t neglect your other channels. If your strategy doesn’t incorporate all of your channels, you’re going to lose the part of your audience that puts email on the back burner.
Marketing automation sounds cold and remote, but it requires the same human touch as any successful strategy.
Marketing automation is a deceiving title. Even if you install automation software, the process is still driven by you, the actual human being. Marketing automation can streamline core processes, but it is up to you to feed your software clean, accurate data. It is also up to you to develop a strategy and to make sure that strategy is applied across all your channels.
Andrew Lisa is a freelance marketing writer. He covers CRM software and automated marketing.
Following Lisa’s guidelines will lead you to the Smooth Sale!
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