Marketing automation is just that; a way to automate your marketing actions. Many reasons why people look to automate processes and other tactics is merely to save time. But often saving time means saving money, too. Whether it’s for your agency, or for your client’s business, implementing a marketing automation software can help you save time and money. Here are just a few of the ways you can do so,

CONTENT MANAGEMENT

Now more than ever an emphasis is being placed on the value of your content; whether that’s the content you’re creating for your agency, or for your clients. Prospects and customers want to be targeted specifically based on their interests, or they’ll pass you up for your competition. Marketing automation can help you manage that content efficiently and save your agency time by connecting the right content with the right leads. Below are several ways marketing automation software supports your agency’s content management:

Dynamic Content

What is it? Dynamic Content is smart content and your secret weapon. It adapts to the behaviors and interests of the lead, based on website data it gathers from your leads and customers. The content can be personalized based on the lead’s request or previous visits to your website. It also allows leads to submit information back to you, which will help you gain additional information on that lead’s behavior. Gone are the days of irrelevant content, folks. And better yet, updating the materials is a lot simpler and less time consuming than doing it manually. A simple example of this is updating a header image to be from your visitor’s location (such as San Francisco) instead of using a generic image.

Content Amplification

Take that valuable, dynamic content, break out of the traditional organic strategies and integrate it with paid, earned and owned tactics across multiple channels, such as websites, social media and advertising.

MARKETING DATABASE

Sending a relevant email, notification or social media post at the right time to the right person can make a considerable impact when trying to close a sale. Marketing automation software provides a centralized location for all your marketing data, such as prospect and client behaviors and interactions. What can you do with all of that valuable content?

Lead Nurturing

The average buyer’s journey is pretty complex and can be labor intensive. Sending automated, well-timed and relevant emails and offers to prospects will help your agency develop a rapport at every stage of their buying journey. Marketing automation allows for tracking of lead engagements with your content and will help you pinpoint where these prospects are in their journey. This will help assure leads are not forgotten, and every opportunity is taken.

Lead Scoring

With the help of lead nurturing and having the ability to pinpoint where these prospects are in the sales cycle, you’re able to score these leads based on their interactions with your marketing efforts and whether or not they’re ready to buy.

Lead Segmenting

Marketing automation allows you to segment your leads into respective contact lists. For example, a common pain point or interest in services. With an automated process, these emails can be drip-fed to these designated contact lists. Again, relevant content at the right time!

PROCESS IMPROVEMENTS

Saving time on content creation and deployment, as well as pushing leads through the sales cycle quicker is very important to growing your (or your client’s) business. But marketing automation isn’t just going to save you time in those aspects. It will also help your agency improve overall processes.

Sales Team

With a lead management system, your sales team doesn’t need to educate their prospects on your product or service manually. They’ve already been nurtured through to the ready-to-purchase stage. This helps to give your sales team more time for other tasks.

Troubleshooting

With an automated process, it’s more apparent when you see a glitch or bottleneck in your system. You can identify these issues more quickly and find a solution real-time, versus, for example, waiting for next month’s report to come through and seeing discrepancies that happen too late to make changes to.

Time is a hot commodity for everyone, and anything that can help your operations move at a quicker pace, save you time and provide value to you and your client is an absolute must. Invest in a marketing automation software that will help your agency and clients succeed.


AUTHOR BIO

Jeanna Barrett is the Founder & Chief Strategist of First Page, an award-winning online marketer and an expat entrepreneur. Through content, social media and SEO, Jeanna uses the power of words and data to drive growth in brand awareness, organic traffic, leads, revenue and customer loyalty. She has a combined 12 years of inbound marketing experience at venture-backed startups, digital agencies and Fortune 500 companies, with an expertise focus on small business and technology. She’s been named ‘Top 40 Under 40’ of brand marketers and ‘Best in the West’ for financial technology marketing. In 2016, Jeanna left the U.S. to lay roots and build her business in Belize.