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Automation for Marketing: How to Increase Efficiency


There are plenty of aspects of your marketing strategy that demand your specialists’ attention.However, there are many others that can be automated to eliminate inefficiencies, save time and maximize productivity. When it comes to making the most of your resources, integrating marketing automation tools is essential. 

From lead generation to measuring ROI, there are many processes in your business that can be streamlined with automation. The key to mastering automation for your company is finding the right tools to use. 

Marketing automation is a broad term that encompasses many aspects of your business. But in this post, we have broken down the most important takeaways you need to understand about using automation: 

  1. What automation for marketing is
  2. How marketing automation increases efficiency
  3. How can use marketing automation in your business

With this guide, you will be able to leverage marketing to help your business grow. 

Let’s start with the basics…

What Is Automation for Marketing? 

Automation for marketing includes the tools that allow you to streamline marketing processes and workflows. As such, marketing automation replaces manual and repetitive tasks to enable greater efficiency and growth. 

One of the most important aspects of automation is that it enables companies to preserve the level of personalization they need to connect with customers, without needing a trained marketing expert to execute every aspect of the process. 

Marketing automation tools are available in the form of software and web-based services. These tools are specifically designed to automate certain aspects of the marketing process. Most importantly, marketing automation can be used to achieve some of your organization’s top sales and marketing goals.

How Does Marketing Automation Increase Efficiency?  

At the surface level, increasing efficiency is the primary goal and benefit of automated marketing solutions. By increasing efficiency, marketing automation has a domino effect throughout the organization, including: 

1-Improving Lead Generation:

Lead generation is critical to the success of your business. It also consumes a lot of your team’s time if it’s not done right. While traditional strategies largely relied on cold-calling, automation has made lead generation much more effective. 

In fact, 6 out of 10 survey respondents from Lenskold Group & Pedowitz Group who use marketing automation say it has increased the quantity and quality of the leads that get passed to sales.

2- Nurturing Leads:   

While generating leads is an important aspect of growing your business, nurturing them is the next step. And fortunately, marketing automation can improve this step too. Developing relationships with leads is demanding, but automation can help move potential customers along through the funnel.

Implementing the most strategic lead-nurturing measures can have a significant impact on conversion. It’s been found that businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.

From fast inquiry responses to maintaining consistent communication, automation is key. For example, using automation, customized responses can be sent out as soon as a customer contacts you—even if that’s after business hours. Instead of waiting for leads to come in and manually responding, you can trust that it’s being handled in the most efficient manner.

Generating the right content to get through to prospects is also a large part of that success. Specifically, highly targeted content on multiple channels is the key. With marketing automation for email marketing, social media posting, and retargeting, your team can refocus their energy on closing sales and ideation that takes your business to the next level. 

3- Measuring Results: 

When it comes to monitoring campaigns and compiling reports, it only makes sense to leave it to software. With the ability to generate highly accurate reporting almost instantly, you can free up time that your team previously spent manually assessing campaign effectiveness. 

With automation tools in place, you can see which lead generation or nurturing efforts are working. And more importantly, you can see where others can be improved. Opportunities that may have never been recognized otherwise, can also be identified. And all of this is possible without delegating man hours to do a deep dive. 

4- More Efficient Workflows: 

Much of the wasted time within organizations is due to checking emails, assigning out work, and breakdowns in communication—all of which can be solved with marketing automation. Founder and CEO of The Travel Secret David Adler says, “Looking at your most time-consuming and repetitive processes can be a quick way to pick out areas of your business that can really benefit from some type of automated tool.” Preventing wasted time should also lower overhead. 

According to SalesForce, automation can lead to a 12.2% reduction in marketing overhead overall.

Focus on setting up standardized workflows, templatizing tasking, and making information search-friendly. By doing these three things with the help of automation, you can remove bottlenecks and  make your team more efficient. 

From campaign creation to identifying issues, automation can revolutionize how your team spends their time. With the right automation tools, your team will have more time and energy to devote to development and other marketing tasks such as search engine optimization. 

Due to these indisputable benefits, marketing automation has become an essential tactic in any modern marketing strategy. 

How Can You Integrate Automation into Your Business?

Ready to take advantage of the benefits of marketing automation for your business? There are a variety of essential tools you can invest in, including: 

1- Automating Emailing Efforts

One of the most important lead nurturing activities your marketing team handles is email campaigns. With email marketing automation, your business can send emails for onboarding new customers, reminding website users about abandoned carts, and providing rewards that incentivize further spending. 

With modern automated email marketing, you can do more than just create and send email content. It also enables you to make your emails as effective as possible with segmentation and personalization. 

And finally, you can test campaigns and analyze results, constantly improving your email marketing strategy to help your business grow.

2- Affiliate Tracking 

If your business uses affiliate marketing to promote your products or services, you can benefit from using affiliate tracking software. This software automates tracking which affiliates your leads are coming from, how many sales are being made through which affiliates, and how much commission you owe.

Some affiliate tracking software can even create ads with links on your behalf. With this solution, you can save the time and money you’d otherwise spend keeping tabs on your affiliate marketing efforts. 

3- Personalizing Campaigns with CRM 

CRM software can help you better understand your potential customers and customize your marketing efforts. Once you’re able to do these two things, you have a higher chance of converting leads into customers.

With CRM software for your marketing campaigns, you can create more personalized campaigns, dial into what works with your customers, and increase engagement. This results in marketing campaigns that are more engaging, lower cost, and more effective. 

4- Automating Analytics 

In order to measure the performance of your business’ marketing efforts, you need to analyze data. While you may have members on your team who are skilled in deep diving into data sets and making sense of numbers, it’s undeniable that there is a more efficient way to go about it.

A marketing analytics tool can automate data collection and analysis to streamline this process and improve accuracy. 

5- Automate Hiring Processes

For many businesses, the hiring process is time consuming, difficult to navigate, and costly. Especially when you consider the fact that it usually relies on upper management. Did you know that it can cost 6 to 9 months of an employee’s salary to replace them?  

But there is an easier way to qualify candidates that can prevent you from wasting time. Automation can help you find prospects who are the best fit for your marketing team or other roles within your organization. 

First, you can use online job boards to attract better applicants. This is possible through settings that allow you to set filters for who is shown the job ad. Next, use a scheduling tool to plan interviews that work for everyone involved. Then, you can automate the interview process by using a set of qualifying questions. And finally, you can use automated background checks to ensure you hire quality candidates.

If you are unsure which tools will provide the most value to your business or want to compare your options, you do not have to dive in head first. Most automation tools for businesses have free trial periods so you can test their effectiveness for your organization. 

Key Takeaways of Using Marketing Automation for Your Business: 

Now you have a better understanding of what automation for marketing is, and how it can positively impact your business.To make the most of marketing automation, consider what aspects of your sales and marketing process take up the most of your time and resources. Focusing on streamlining these aspects of your business first will help you maximize the benefits of automation. 

It’s important to remember that finding automation solutions is only the first step. To truly take advantage of these advanced tools, you will need to integrate them into your current programs and systems. You will also need to take the time to train your sales and marketing teams to use them to their fullest capacity. 

With the increased efficiency made possible in your business by marketing automation, you can:

  • Eliminate time-consuming, resource-wasting tasks
  • Streamline processes throughout all levels of your organization 
  • Your sales and marketing teams can work together more effectively
  • Understand your consumers and personalize marketing efforts
  • Generate and convert more leads to grow your business

Still unsure whether automation is a good investment for your business? You can make your decision with confidence knowing that it is “very important” to the overall success of their online marketing activities—and it most likely will be for your business too.  

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