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Marketing Automation

What is Marketing Automation?

Marketing Automation refers to the use of technologies to automatically perform marketing activities that would otherwise be manually done. Gone are the days when we spend hours slogging on manual marketing activities–tracking data, segmenting email lists one at a time, the list just keeps going! With the advent of marketing automation, we’re now able to harness technology to automatically perform marketing activities. Now, any modern CRM automation software would be able to complete the once time-consuming tasks in under a minute.

Types of Marketing Automation

If you thought Marketing Automation was only capable of sending automated emails, then think again! Marketing Automation extends far beyond that; some types of Marketing Automation includes:

  • Customer Relationship Management Automation
  • Sales Automation
  • Website Content Automation
  • Social Media Automation

Customer Relationship Automation (CRM)

CRM or Customer Relationship Management Automation is a common type of Marketing Automation (also referred to as “Email Automation”, “CRM System” or “CRM Marketing”). It helps to automate processes such as customer interaction data collection and sales management, to improve customer relations in an efficient manner. A CRM system includes the automation of marketing activities like:

  • Sending weekly newsletter
  • Sending appointment reminder emails
  • Following up with past customers
  • Lead scoring to identify “hot” leads

Apart from automating a task, CRM Automation can enable extensive personalisation to an email’s content. This is achieved with a detailed analysis of customer characteristics in its database.

A CRM tool differentiates themselves from an Email Automation software in that it does not simply automate the task, but also make it more effective by enabling extensive personalisation to the content being sent. This is achieved by capturing and considering detailed characteristics about the customer in the database.

Imagine if an online shoe retailer wanted to send a weekly newsletter to his male customers. He certainly would not want to include the latest range of high heels in his email content as his target audience might not (some might) appreciate it.

Website Content Automation

Website Content Automation is useful in helping businesses scale their content marketing efforts, considering that effective content marketing requires marketers to design, develop and test large volumes of content. It also helps in improving your website performance, optimize content and drive conversions.

Optimising your website’s performance is a lot like buying a car–you need to take it on a test drive! Website Content Automation does that by automatically testing different versions of the same webpage (same URL) to determinate the optimal content and layout.

Web Content Optimization with Google Optimizer

Image source from Google

Use a good and free website content automation tool like Google Optimize. With this, you’ll be able to create 2 or more versions of the same landing page with slightly different URLs. A portion of the traffic directed to the original URL will randomly be redirected to the other versions automatically.

The different versions of the landing page will then be evaluated based on web behaviour data such as bounce rate, time on site, conversions, etc. The good news is that Google Optimize is compatible with the most popular content management systems.

More sophisticated software like HubSpot will allow you to dynamically show different content based on your visitor’s location, source, device, buying stage, or any other contact detail stored in your CRM. However, such software usually requires the website to be built within its proprietary Content Management System.

Sales Automation

Sales Automation is a powerful way to help streamline your business processes, removes time-consuming by managing and automating sales and leads in a single location and transform leads into paying customer–all this while using a CRM software with a built-in sales automation feature. Here’s how it works:

Sales Automation Flow

Image source from ActiveCampaign

In a typical sales pipeline, we can divide the sales processes into “Stages”, which are the steps that leads must go through to be transformed into a paying customer. “Deals” are essentially leads that require a follow-up. A good Sales Automation software should help you to:

  • Automatically add deals into the sale pipeline, assign & notify sales personnel.
  • Allow sales personnel to see detailed information about the lead in one place (e.g. any past interactions).
  • Push notifications to the sales manager if a deal lingers in a stage for more than a certain period of time.
  • Gives the sales manager a bird’s eye view of all the deals in the pipeline, as well as the performance of the sales team over time.
  • Automatically put contacts into different on-boarding/lead-nurturing cycles depending on whether the deal is won or lost.

Some CRM Automation tool also has a built-in Sales Automation feature that seamlessly integrates with its CRM features. It is also capable of enabling powerful automation to improve sales effectiveness and efficiency, as well as end-to-end customer relationship management.

Social Media Automation

Social Media Automation tool helps to automate or semi-automate and simplify the procedure of sharing content on social media streams. When it comes to automation, it’s all about creating more time and improving productivity. Commonly referred to as Social CRM or Digital Marketing Automation, Social Media Automation tools can streamline and simplify your tasks, making your day a lot easier.

A brilliant Social Media Automation software should:

  • Schedule social media posts (across multiple social media platforms)
  • Provide data analytics to evaluate social media performance
  • Easily perform community management tasks
  • Create a content approval workflow involving both external & internal stakeholders
  • A/B test and optimize social media ads
  • Perform social listening for crisis monitoring

Social Media Automation

Here’s the downside: Unlike other types of Marketing Automation, Social Media Automation involves a wide variety of tasks. This means that it is very unlikely for a single Social Media Automation software to encompass all the features shown above.

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