The automation of marketing drives saves time and money and can lead to major growth opportunities.
The marketing email that includes your first name and perhaps links to some of your previous purchases is one of the most overt employments of automation tools in marketing, and in various guises has been used for decades.
Another example is the way Amazon, as if by magic, inserts a user’s name and products related to their browsing history around its pages when they are logged in. Some find it creepy that items they have viewed are routinely emailed out to them as a reminder over the following weeks.
Marketing automation was once the preserve of international behemoths, with the cost of setting up the complex systems required potentially cancelling out any savings that could be made. However, thanks to a proliferation of third-party suppliers, sophisticated software is now much more affordable.
The benefits of automation are multiple, but here are a few:
Efficiency – saving labour and time, with the possibility of multiple campaigns being planned and created at once
Consistency and personalisation – creation of a unified tone and look while also allowing for correspondence that is tailored to the individual
Multichannel – work across email, social media, traditional mail and other channels
Contact – keep up with customers through a variety of messages that have a mix of advice, blogs, offers and sales. As well as generating data and insight, it ensures that leads don’t disappear off the radar
The automation of marketing drives saves time and money and can lead to major growth opportunities. Click To Tweet
Having established the benefits of automation, it is time to pick the tools you need to get started. There are so many out there to choose from so here are a few of the best tools that could boost your business:
1 The established choice – Hubspot
An inbound marketing software company that offers a comprehensive service via a single platform. Hubspot provides an interface that makes lead management and marketing automation easier. From one place, teams can create landing pages, forms, email workflows and reports.
Hubspot helps businesses transform their marketing from outbound lead generation, such as cold calls and email spam, to inbound. This enables them to ‘get found’ by more potential customers in the natural course of the way they shop and learn.
Its CRM tools are free, while marketing software can cost between £140 to £1,680 per month.
2 The social marketing choice – Marketo
The Marketo user interface delivers a simple and rewarding user experience. It is a complete software system that is easy to use and quick to deploy. More than just marketing automation, Marketo can be instrumental in other areas such as customer engagement marketing and marketing management. From a social marketing standpoint, Marketo is a very powerful platform that can be applied in social sharing, social engagement, and social promotion.
3 The entrepreneur’s choice – Smarty
A good choice for startups, Smarty combines interface invoicing, email marketing automation and landing pages with reporting, CRM, appointment setting and more. By combining everything into one piece of online software, organisations are able to save money on using multi-software, as well as training new employees on different systems. Smarty helps with leads generation and sending email campaigns, as well as admin, chasing payments and task management.
4 The speedy choice – AutopilotHQ
AutopilotHQ is a go-to for quickly getting marketing automation setup and running for new campaigns. Available for as little as $40 per month, businesses can also try out their free trial to decide whether it’s the right tool for them. The main pull of Autopilot is its journey builder tools, which are extremely simple to master and help to generate effective results. Built-in integrations to popular tools like Salesforce and Segment make it easy to connect systems and message consistently.
5 The landing page choice – Instapage
The benefits of personalised landing pages are too often ignored, usually because marketing teams don’t know how to set them up or haven’t the resources. Creating landing pages allows businesses to target their audience, offer them something of value, and convert a higher percentage of your visitors into leads. A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook. Instapage offers excellent drag-and-drop functionality and is among the easiest landing page builders on the market. It offers plenty of pre-built templates and integrates with dozens of leading third-party providers.
Looking to understand the basics of marketing automation, head over to our learning page.
These are some great tools that can help with marketing campaigns, but a wise head and experience are so important. If you’d like to pick brains and discuss your next move, then get in touch with GrowthMinds.