We’ve come a long way from ads in the Sunday paper and on billboards in the last decade. Today’s marketers have to be innovators if they want to broadcast their messages using the thousands of popular channels that dominate the media landscape today. The days of captivating your audience with a stunning picture or moving tagline are over. If you’re a marketer, you’re a digital marketer. Grabbing an audience is now all about using the right technology. What’s more, technology can actually help you better serve clients once you’ve managed to get their attention. Marketing automation is based around anticipating and fulfilling needs. The technology at your fingertips in 2016 can help you trim the fat from your marketing efforts so you can focus on finding the right audience in the right places. Here are some of the key factors you need to keep in mind if you want to successfully build a strategy around marketing automation:
- Email marketing
- Lead management
- CRM integration
- Social marketing
- User-friendly campaign management tools
- Captivating, informative landing pages
Now that you know what your tools need to do for you, take a moment to learn the big things you should be focusing on while developing a comprehensive marketing strategy. You’ll find that using the right technology for the right purposes will bring clients to your digital doorstep.
1. Focus on Engagement
One-sided marketing is dead marketing. Your customers want to interact with your brand like it is a living, breathing entity that will respond whenever they ask questions or share comments. The good news is that marketing technology has never been better than it is in 2016. You can use interactive technologies to make the people you're reaching feel like there really is a friendly face on the other side of the screen. Be sure to choose a marketing automation system that provides features like defining and identifying buyer personas, has live chat options and requests for feedback following transactions.
2. Have a Virtual Command Center
Running a streamlined marketing initiative is impossible if all of your resources are scattered. Having a program that acts as a central marketing database will allow you to accurately measure your progress and target the right groups of people. Relying on too many different systems can really hamper your efficiency. Are you unsure if marketing automation is relevant to what your company does? Here are the following questions to ask to determine if it's time to upgrade your command center:
- Is your sales team generating a steady flow of unique leads?
- Is that team often overwhelmed with the number of quality leads that require more action?
- Can you accurately and efficiently map out the journey your clients and buyers take before making a purchase?
- Are you able to track the digital footprint of every lead you acquire beyond just email?
3. Use Analytics
What good is compiling all of your digital marketing assets in one place if you don’t have a way to measure how they’re received? Any automated system that collects and sends out information should provide you with analytics based on every interaction. Analytics can provide you with answers to these very valuable questions:
- Who interacted with your brand?
- What motivated someone to interact with your brand?
- How likely is someone to interact with your brand again?
4. Align Your Initiatives
Truly effective marketing technology should be able to bring your marketing and sales into alignment. When you’re tasked with measuring conversion rates and monitoring the behaviors of those who interact with your ad campaigns, you simply cannot separate marketing results and sales numbers. It is important to use a system that recognizes that sales and marketing are inextricably linked.
5. Get Personal
You need to go way beyond mass emails if you want to be relevant in 2016. The general public has already caught on to the common and popular strategies marketers use to get their attention. The future of marketing is personal marketing. You need tools that help you learn about the behaviors of your target market. Effective marketing feels like you are informing customers instead of selling to them. Having behavioral data at your fingertips in a digestible form will allow you to create customized content and enticements that genuinely appeal to people. Learning about the specific needs and purchasing habits of the market you’re courting will enable you to streamline your marketing efforts in ways marketers of the past could only dream of.
Marketing automation is the new frontier for marketers. It is important to get your hands on technology that can help you identify and fulfill the needs of the clients you’re courting.