Automation can save your business a lot of time and money. By making processes automatic and more efficient, automation can free up your time for more strategic thinking and fewer executions, operational, or process tasks. Automation is also beneficial for businesses because it uses data to help businesses tweak their processes and make decisions based not on assumption but on things like customer behavior or other data points. These metrics are one of the driving forces behind what makes automation so successful.
Marketing automation can increase your marketing effectiveness and grow both your brand awareness and customer engagement, but some marketing automation techniques are more effective than others. What are the best marketing automation techniques for your business? We go over some of the best ways to enhance your automation efforts.
- Email: Email is one of the most commonly automated marketing techniques, with a lot of benefits associated with it. Not only does it allow you to reach customers in a medium that engage with both personally and professionally, but it also gives you a way to reach them directly with both new content and distribution of evergreen content. An email also offers businesses ways to conduct two very important automated content marketing techniques: A/B testing and event-triggered marketing.
- A/B testing allows marketers to better understand what actually drives engagement. By creating two different versions of something, option A and option B, with only one change (like a subject line or header image), you understand what customers are reacting to and can make changes to your campaign accordingly.
- Event-triggered emails are an excellent way to build and nurture relationships with customers throughout their buying journey. Emails can be triggered to be sent to customers after they make a purchase, abandon their cart on your site, or haven’t made a purchase in a while. All of these touchpoints give your business a way to deliver personalized messaging to your customers and keep in regular contact, not just as a vendor or service provider, but as a trusted resource for products, services, or information. Event-triggered emails can also be sent on certain dates to help mark birthday, anniversaries, and other special dates for customers that may be relevant to their relationship with your brand.
- Social media: Social media is another part of content marketing that can be easily automated. It’s another important part of your marketing automation. Some techniques to consider in your social media automation are:
- Content curation: Finding different sources for content is a crucial part of marketing. It allows you to be seen as a creative resource who connects customers with relevant content, whether or not your brand created it. It can distinguish your brand from just trying to score a sale.
- Content calendar: Automation helps business save time and can make connections more effortless, but it does require a bit of effort up front. Businesses tend to see more success with their engagement efforts when they’re following a content calendar that guides their automation.
- Digital ads: Digital ads are designed to show up on the sites that your customers visit after a particular customer action, such as a Google search or visiting your website. Digital ads are another place it makes sense to employ A/B version testing so you can monitor which automated ads are performing the best. The images that only include a tagline or ones with product photos? Which headline gets more clicks? Digital ads are still a relevant marketing technique to be used in your automation efforts, as they deliver a lot of usable, interesting information to businesses.
The best marketing automation techniques and methods will depend on things like your business goals, as well as what automaton tools your business uses. Make the most of your automation efforts by defining your goals and monitoring your data so that you can refine the techniques that work best for your brand.