Here are three (3) marketing automation tips
1. Understand your audience
Without the right information, digital marketing automation is useless. Spend some time defining your audience and creating different targeting buckets.
If you are a bank that offers services to individuals and businesses, for example, you won’t want the same email or ads for everybody. Automation can help because it can be used to change the message according to the customer. As long as the customer and the content are compatible. If they are not your marketing is less effective. But a mismatch in customer content can be overcome by technology.
2. Create content for different audiences and stages
Computers are not people. We are not meant to be identical units that all operate in the same way.
Your content should be tailored to different audiences. This will ensure that you answer all questions and provide relevant information to each segment. Additionally, this will help you build a relationship that keeps people coming back.
Don’t limit yourself to content that is divided by different industries or interests. Even people who are looking for the exact same product may be at different stages of their buying journeys.
The easiest way to see someone’s journey is to break them down into top, middle, and bottom stages.
People get to know your company at the top. This is where you can establish your expertise and share useful, informative content that isn’t too sales-y.
People are contemplating their options in the middle of the funnel. This is where you will need to assist people in making a decision.
This is the final step in the funnel. Your value and how your offer can help your audience reach their goals or solve their problems is important.
Customer journeys are not always linear and may involve many touchpoints with your company. Be there for your customers and give them valuable information. Your automated marketing campaigns will bring you more value if you use strategic content.
3. Check out your results
Marketing automation removes a lot of manual labour from your plate, but that doesn’t mean you have to stop monitoring your campaigns.
An automated email campaign might not be delivering the best results. Your digital ad bidding may be too high.
You shouldn’t trust that an automated campaign will work. You might need to adjust some parts until you find the best.
Do you have any other tips for marketing campaign automation? Leave your comments!
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