If you’re like most people, then you probably hate when you receive communication that’s clearly automated. This is even more frustrating when automated content isn’t informative, or doesn’t apply to you at all.
To be clear, marketing automation is a great thing for businesses of all sizes — but only if executed correctly.
The reason your marketing automation may not be yielding much right now might be because it’s too robotic and feels impersonal, with little to no human touch. Some forward-thinking brands have discovered the essence of human side of management.
The fact is, in the future, you can expect brands to get more personal with their consumers.
For instance, IBM, Cisco and Intel all do great jobs at meshing business with social media marketing. And in the next few months, WordPress will make it easier for brands to communicate visually with their target market through significant design improvements via the Gutenberg project.
There are many ways marketing automation can be done effectively and still be more human than robotic.
Here are five marketing automation tips to help steer you in the right direction:
1. Personalize Marketing Automation Emails
This tops the list because this is where some businesses are getting it wrong. You should have segmented lists that allow your emails to feel more relevant to the people you send them to. Consumers expect more information on the things they’ve purchased or made inquiries about. That’s what personalized marketing automation is about.
Doing otherwise makes current and potential customers feel as if you have no personal connection with them. You can achieve this by collecting data on orders placed and searches made by your customers and categorizing them. Trying to catch everyone at the same time will only make you lose those you’ve already gotten. Don’t make people lose interest in your emails.
2. Content Still King
When it comes to marketing, content is still king. Roughly 84% of people expect content from the brands they do business with. There is also a correlation between the quality of your content and your search engine ranking. So, if you want higher search rankings, content should be part of your overall marketing strategy. Hubspot revealed that 20 percent of all mobile search queries are now done with voice.
Creating content around trigger words like “how”, “what,” and “best” can get you some quick wins. Also keep in mind that your content is a representation of you and your business. Make your content informative and well written; avoid grammatical errors and blunders. In a bid to achieve this, make sure your content isn’t long, and add relevant links.
3. Look Beyond Email
Email is a great way to get people’s attention, but it’s important to think outside the box. Marketing automation isn’t limited to just email alone. It involves other marketing platforms, which social media is a big part of.
Considering how stiff the competition is, you’ll agree that Twitter and Instagram are gaining ground by the second. That’s why businesses are making more use of Instagram and Twitter. Post informative pictures and videos on Instagram and Twitter about your products and services and people will gain more interest.
You don’t necessarily need to be online all the time to make it work. Enlist some social media influencers to help you out, if it’s in your budget. And don’t just post content—create a dialogue with your followers, and engage your audience. People don’t like being left hanging. That’s why businesses with strong presences on these platforms are winning social media. This is also a great way to learn more about your customers and what they want from you.
4. Follow Up on Interested Lists
You don’t necessarily have to limit marketing automation to just interested people. However, leave the uninterested out of your lists and pay more attention to the interested. The purpose of marketing automation should be geared towards sustaining the interested and informing the uninformed.
I don’t think anyone hates getting messages from sites and businesses I’ve unsubscribed to than I do. Instead of making your messages look like spams, why not focus on those that are interested?
5. Stay on Same Page
When it comes to marketing automation, sales and marketing teams need to be working together towards the same plan. You don’t need the confusion, since they carry out different duties but have similar goals. And once they’re not in unison, then your marketing automation becomes more robotic than human. Cooperation of these two units can be achieved by constant communication. They should have regular meetings to make sure they’re working towards those set goals.
Feature Image Credit: (Linda Bucklin/Dreamstime)
Richard Agu is a researcher, entrepreneur and freelancer, passionate about entrepreneurship and self-development. Currently, Richard writes for Entrepreneur.com, Goodmenproject.com, among others. Follow him on Linkedin.com by clicking here now.