Faster conversions. Shorter buying cycle. More sales.
That is utopia, not just for a marketing professional but for any business entity as a whole. But there is a yawning gap from engaging potential buyers to turning those potential buyers into actual clients who pay money for your services.
To bridge that gap, marketers have deployed all kinds of tactics to turn leads into buying decisions. From email marketing, social media campaigns, and even traditional outbound marketing, there are a plethora of marketing channels and options available. However, just picking and using a marketing channel is not enough to reach “utopia.”
Take, for instance, email marketing. Perhaps, when you started your company, you had only 20 clients so it was an easy-going task sending them personal emails daily.
As your clients’ number grew, say to 500, you realized that sending manual emails won’t cut it. To be able to meet the growing demand, marketing automation has to be employed.
Not all automation is effective automation
Automating your marketing for automation sake is a futile endeavor. Engaging marketing automation for your business without due diligence both internally and externally is a fruitless charade. Here are five things to consider as you take up marketing automation for your business:
- Your goals should be clear
- Know your audience
- Find your voice
- Be innovative
- Choose an effective marketing automation platform
Wrapping up
Marketing automation is a sure-fire way to ensure potential clients become actual clients. However, marketing automation is not an activity to be done arbitrarily. It requires careful planning, strategy, and execution. Consider factors like your goals, the audience, your voice as well as the things the marketing platform brings to the table before settling on one.
This article was originally published at Foundersguide.com
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