3 Best Practices for Marketing Automation

Marketing automation software is an excellent way to bring your digital marketing strategy to life and streamline tedious tasks that would otherwise make you slower and less effective. Yet marketing automation doesn’t just “work.” It requires you to follow certain standards that will ensure your success.

Let’s dive into three marketing automation practices that you won’t want to ignore.

  1. Remember the Human Element

Marketing automation is a useful tool for improving communication, eliminating the need for data entry and triggering specific marketing responses based on user behavior. But it should not replace the need for human interaction. Marketers that leave their software to lead relationships will sound robotic and may end up compromising their connections.

As you work more with your software, don’t forget to work in the human element. Your customers still need to hear from YOU.

  1. Align Automation with the Right Content

Your marketing automation strategy needs content as substance. Sending messages with no backbone isn’t going to do much to establish yourself as an industry expert. As you create content, think about the customer journey and what types of information readers would find helpful as they move down the funnel.

Your content should match your messaging, so pay attention to emails, landing pages and submission forms, and where your prospects are in the process. Hitting them with a how-to guide at a specific point in the funnel is a great way to put any hesitations to rest.

  1. Measure Your Success

At the very least, your marketing automation platform should be increasing your conversion rates. Luckily, you have a wealth of tools at your disposal to ensure that you are seeing higher conversion rates with your software.

Another metric marketing automation software allows for is lead scoring. With lead scoring, you can determine which prospects deserve a bit more of your time. This ensures that you are putting your budget into the people that are most likely to convert. In the end, make sure that data drives your decisions. Don’t act on impulse.

Marketing automation has endless benefits, and when used correctly, will change the game for how your business does marketing. If you would like to learn more about setting up a platform to align with your business goals, call WSI Net Advantage at 510-687-9737 or fill out our online contact form.

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