Automation has been getting used at a fast rate for businesses, especially when it comes to their marketing strategy. While automation used only to be metrics and scheduling tools, now it’s exploded into many more options. However, when it comes to your marketing strategy, how can you properly use automation, especially if this is your first time? Here is everything you need to know!
When using automation for your marketing strategy, you need to ensure you’re sending relevant content to the right audience at the right time. Using list segmentation is an excellent way to make this happen.
List segmentation is a process of sorting your client database into specific groups. The process is simple and allows you to target emails to certain audiences. You can create a segment based on your customer’s name, email address or even the number of clicks per page on your website.
Segmentation is a good way to boost open and click-through rates. You can also use it to increase engagement with leads. For example, you can create re-engagement emails for users who have yet to open your emails within 30 days. Similarly, you can send targeted messages to shoppers who purchased a while ago.
Don’t automate everything
When it comes to automation, especially with your marketing strategy, try to keep everything simple. While yes, automation is going to make both the marketing and the rest of your business flow so much easier, especially with the help of the best marketing automation software, you’re still going to have to keep in mind that some things should not be automated.
For instance, when emailing a customer, avoid automation unless it’s requesting feedback or using the abandon cart feature.
Align automation with your business goals
If you want your marketing strategy to be successful, it must be aligned with your business goals. This even goes for utilising automation in your marketing strategy too. You need to understand what your customers are looking for, where they’re looking for it, and how they will get there.
Then, you must create content relevant to each step of the buyer’s journey. With that knowledge, you can build a solid automation strategy to put your company in front of buyers. While automation will help your business, you can’t instantly expect this to take care of everything in your business itself. There need to be humans working on this too.
Measure engagement with your content
When it comes to social media marketing, SEO, sales, and anything else, using automation to measure engagement will make the process so much easier. When measuring engagement with your content using automation, there are a few key metrics you should be tracking.
While every business owner should learn and understand some key components of what needs to be looked at and measured, thanks to automation tools, it can be simplified or even more detailed.