Online sales & marketing can be a cumbersome task. One needs to focus a lot on the nuances. To manage your marketing to-do list perfectly, automation of key processes needs to be done. Read on to learn everything about it in six important steps. We shall also talk about some crucial resources like Infusionsoft that can be used to implement the steps below.
Just to make sure that we are on the same page, let us understand the core concept of automated marketing. Marketing automation involves the automation of several repetitive and mechanical tasks of online promotions, as well as, management of different platforms like social media, email, etc. Here are some of the important steps as well as resources involved in the same:
Step I: Set Your Goals
Even if you have a vision in your mind about how things should function and how they can be improved, it is essential to list your ideas in the form of a clear set of goals. This rule applies even to your marketing department.
While working with your goals, consider the following:
- Your current marketing processes – analyze the present scenario of your marketing methods, an in-depth consideration of what has been worked so far and what hasn’t is a must.
- The tools at your disposal – consider the tools you have been using so far. Does it work for you? Do you need new tools?
- Your immediate sales – consider your sales reports and the feedback you’ve received. How does it align with your marketing strategies?
- The practicality of your future goals – It would be impractical to think that you can increase your market reach from 1000 to 10,000 within a day. Thus, scrutinize the goals you’ve set for yourself before you embark on your journey. Be practical, but at the same time, don’t sell yourself short.
Here are some examples of practical and achievable goals. Take this as a reference for your target list:
- Achieve at least 10% more positive brand mentions on Facebook in August.
- Respond to all social media queries in 60 minutes or less.
- Convert 30% of first-time mailing list buyers in the last month to regular customers in 6 months.
The above points would ensure that brand awareness, positive customer service, and revenue are in place.
Now, where does the automation part come up?
Here are some resources that can help you with your business goals:
- Cyfe: Cyfe will help you manage offsite analysis as well as onsite data efficiently. This is an excellent tool to help you keep track of all your work, from lead generation to social media mentions and SEO analysis; this software is a one-step solution for direct marketing as well as internet marketing.
- Google Analytics: Google Analytics is perhaps one of the most underrated tools available with amazing results. It helps a lot in goal setting and analysis of trends.
- SumAll: If you have no data for past and present analysis, this application is your go-to tool. It traces all your previous data in metrics in order to offer you a detailed report and help you in setting your future goals.
Step II: Investigate the Present Content:
You have a list of targets you want to achieve in a set period. Good, but before you decide to dump everything you have and start a blank web page… stop. And take a deep breath. Good. Now, analyze and audit every bit of the present content that you have.
You should have the answer to the following questions about the content you possess:
- What type of content is working for you?
- What content needs to be modified?
- What content needs to be dumped and changed entirely?
- What material can still be used?
- What is missing?
- What content is taking unnecessary space?
Now, to answer all these questions, you need proper resources and tools. Here are some suggestions:
- ScreamingFrog SEO Spider Tool: ScreamingFrog is an amazing desktop program used to spider website’s links, images, apps, CSS, scripts and apps from an SEO perspective. Personally, I find it a must for website auditing as it effortlessly evaluates medium and large websites alike.
- URL Profiler Content Audits: This tool is incredible for monitoring your content. It analyzes page speed, mobile friendliness, readability, shares, and other elements which indicate the content quality.
Tip: Combining URL Profiler and ScreamingFrog works wonders!
- MarketMuse: Another tool for content analysis. But in contrast to URL Profiler, this tool actually scans and crawls your content to grade it. It tells you what content is missing with suggestions for technical improvement.
Fact: MarketMuse uses an algorithm to measure your content against the websites that outrank yours.
Step III: Select Necessary Tools
Now, you have an analysis of your past and your present scenarios, along with a list of goals. Before you launch in and start your marketing campaign and hurry through it, I need to stop you. You cannot jump in to build a bridge before you have the raw material and the tools you are going to use. Yes, my dear friend, before launching a business marketing, you need to select your hammer and nail.
There are customizable tools, which can help you with your specific marketing related needs. You need to study which tools are the best ones among the others. Read the product reviews to make a list of the tools that big companies swear by. At the same time, remember, not every tool is suitable for what you are trying to do. Different websites require different tools.
Here are some product suggestions based on their functions:
- Oktopost: Especially designed for b2b marketing. It not only helps you publish and schedule content on several social media platforms but also enables you to create campaign oriented dashboards to trail several analytical conversion reports.
- TrenDemon: TrenDemon is especially designed for content heavy websites. It provides you with reports about each user’s real time activity. This leads you to achieve higher conversion rates.
- Get Marketing: One of the greatest tricks as far as marketing strategies go is to automate your email campaigns. Get Marketing goes one step beyond and sends triggered messages based on the subscriber activity.
Read More: What is Marketing Automation?
Step IV: Create Significant Content
To translate your vision in such a way that it aligns with the client’s requirements, is nothing less than an art form that needs to be practiced and mastered. You have to write what is trending and what customers are looking for.
An excellent rule of thumb here is to scavenge the trending topics and write your take on it. Remember, don’t plagiarize, but add to the already going on conversations with your unique opinions.
Tools? Well, you could always use SearchReddit.com for the topics. Here are some resources you might find useful.
- MyBlogU: Not only a great website for brainstorming and crowd sourcing ideas but also beneficial for exposure. An added advantage is the ability to network and team up with other experienced and novice bloggers out there.
- Buzzsumo: Buzzsumo gives you a platform to analyze content that performs best for any topic in a ranking format. You can use this to look for keywords, topics and the format that is the most popular on the World Wide Web right now.
- Medium: Medium is not just another blog. It is a platform that allows for a large degree of freedom and customizability as far as content sharing is concerned. How? Well, it has a Share Draft option which helps you to get a second opinion before you publish an article online.
Step V: Promote Beyond Social Media
Now that you a significant amount of eye-catching content, it is time to promote it. Let your presence be felt across all social media forums. At the same time, you have to integrate other platforms like Paper.li, Scoop.it, etc. so that wherever clients go, you’re there. Consider using pay per clicks and other paid ad formats to increase rewards and conversion rates.
Here are some tools that you might find useful:
- Link Collider: Link Collider uses social signals and engagements to increase your rankings and backlinks.
- ViralContentBuzz: What is the best thing about ViralContentBuzz? Well, it is a FREE social media promotion platform that you can use to share your work and to create a buzz around your content.
- DripRevolution: DripRevolution is a paid networking website which shares your content on several platforms and social media accounts to ensure higher conversion rates on your website. The unique feature about DR is that it sends a signal to Search Engines adding to the relevance of you content.
Step VI: Test and Discard
Automation is a vast platform, some things might work for you and some might not. So, it is essential to implement a plan and test if it’s working. Accordingly, you need to adapt and grow in order to make the most out of this practice.
Following are some blogs and websites that might help you decide the pivot of your automation process:
- Lead Sloth: Refer to this blog of Jep Castelein, who is a long time marketer and idea person in the area of lead marketing automation and lead management.
- Marketing Automation Times: Another blog to refer to about marketing automation news, fads, trends, and product reviews as well as podcast interviews.
- Funnelholic: If you would like a laid back way of learning more about marketing automation this website is definitely your thing.
Let’s revise what we learned so far at a glance:
- Set goals that are practical and achievable
- Analyze what part of your present content works for you and what doesn’t
- Select tools relevant to you and your platform
- Research and create significant content
- Promote on several platforms
- Test everything, amend accordingly.
Hope you had fun with this tutorial on marketing automation. Share in comments if you have more ideas about it.