Consultancy Johan Claeys
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Marketing Automation: Using It Right In Your Marketing Funnel

Marketing automation has become the de facto way of larger companies on the Web nowadays. However, it does not mean that it cannot be used by startups and small business. Although, the only possible reason that smaller business do not take advantage of automated marketing is the cost that comes with the tools and platforms to be used.

Day-to-day marketing

For the uninformed, marketing automation is the use of applications, platforms, services, and even contractors to do the marketing for you. It basically takes away all menial and repetitive tasks involved in day-to-day marketing. And it often comes with generated, captured, and analysed data that can be helpful in shaping marketing campaigns in the future.

Reduces costs and human error

Primarily, marketing automation helps in managing the user’s marketing funnel. All the content (videos, images, audio, and text) still comes from the user. It only takes away tasks like emailing, managing contact information, obtaining lead information, and generating reports and analysis.Using a marketing automation does not ensure 100% success or ease of conversion. Aside from making the marketing process easier, it reduces costs and human error. It also removes the involvement of hiring additional people to perform easy but mundane repetitive tasks. That ultimately prevents you from wasting your staff’s time and skills, and allows you to utilise them in greater responsibilities such as generating content, dealing directly with a customer or a lead, and guiding a prospect through a buyer’s journey.

No guarantee for succes

It was mentioned that marketing automation does not guarantee success. However, it also does not mean it guarantees failure. Most of the time, marketing automations fail due to the users’ lack of knowledge about marketing and underutilisation of the platform (or tool) chosen.

So, how can you properly utilise and raise your chances of succeeding using a marketing automation? First, you should be a marketer yourself and know the basics and intricacy of online businesses and the marketing funnel.You should research and be updated about the latest marketing trends and current lead and customer behaviour. A good example of an improper utilisation of a marketing automation and the lack of understanding any marketing conversion strategy and current trends is a person using the platform to send emails every day to everyone in his contact list.

Two things that ensure failure of this person’s campaign.

  • First, it does not mean that you should send emails every day to your contact list just to say that you are utilising your marketing automation.
  • Second, this person does not know that most people hate it when the same person or company sends potential prospects emails every single day. In a scenario wherein a person is a recipient of a campaign like this, the marketer’s email and email address might get listed as SPAM or worse, he might get sued. For example, in Canada, you can get sued because of spamming or emailing someone about business without getting any consent.

Conclusion

In a nutshell, using a marketing automation will just make your life easier by freeing you from time-consuming repetitive tasks; however, it will not pave you an easy way to success. All the crucial tasks and important decisions that can lead you to your goal will still be in your hands.

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About the Author Johan Claeys

I am a fluent multilingual Digital Automation Specialist, focused on listening to needs in terms of digital marketing. Interfacing with clients to help them with their online marketing, working with the client to nurture their customers via robust systems for collecting and managing emails. Via carefully thought-out Lists, Tagging and Automations helping to turn a jumble of emails into a valuable Contact Directory where contact is maintained without spamming.

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