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AKC's Expert Shares Tips For Making The Most Of Marketing Automation

To get the most out of marketing automation, it’s best to think of the entire process as an ever-evolving relationship with your consumers.

Jenna Kramer, a marketing automation specialist at AKC Marketing, said marketing professionals use automation to achieve their goals in an efficient, tech-savvy manner. But while the end goal might be similar in scope to the results sought by businesses for years, automation kicks that process into high gear.

“You’re not just sending an email,” Jenna said. “You’re not just creating a Facebook ad and a nurturing path. You’re genuinely building the basis for the perceived entity that is your brand. That relationship with your potential customer is what you’re building.”

Marketing automation is reliant on the data-gathering capabilities of modern technology. However, there isn’t any single piece of software or one-size-fits-all path to success. Rather, marketing automation allows us to create unique, personalized experiences for prospective customers on a massive scale.

“You’re no longer limited with a marketing campaign where everybody sees the same thing,” Jenna said.

WHAT IS MARKETING AUTOMATION?

Multiple software platforms offer marketing automation tools for businesses. In essence, these tools allow marketers to gather data about potential customers, including their interests and web activity, and use that to create a customized and versatile experience.

For example, if a prospective customer always opens certain types of emails but ignores others, marketing automation tools will shift focus to what has been proven to work.

“I can adapt the automation to learn about you and to behave in a manner you find appealing and engaging,” Jenna said. “It can be something as innocuous as clicking on an ad. Now I can start to map out the type of campaigns that interest you.” 

While marketing automation can increase the scope of your outreach efforts, it also has the potential to make them much more personal.

“Marketing automation is built so I can customize every single person’s experience,” Jenna said. “There’s a potential for me to uniquely interact with every single person based off what we can learn about them and their behavior.”

WORKING WITH WORKFLOWS

AKC Marketing uses a platform called HubSpot to manage its marketing automation efforts. Much of that work involves crafting workflows to meet our clients’ needs.

Workflows can be internal or external. For example, an internal workflow might help you notify sales staff of deals and promotions, while an eternal workflow can help you ensure the effectiveness of email campaigns or lead nurturing.

Contacts can be added to workflows once they meet certain “enrollment triggers.” Those triggers can be based on a user’s activity (often referred to as lead scoring), or can be linked to things like consenting to privacy notifications or joining specific lists.

Depending on the platform used, several workflow actions will be available to you. You can craft an “if/then” branch that will determine next steps for users based on the actions they take.

Notices and other outreach efforts can be tied to specific times or events. You can even use automation to set up tasks in external software platforms, such as Asana or Slack.

“Marketing automation allows you to turn yourself into a 24-hour marketer,” Jenna said. “It allows you to do the work of 10 people with one person. When properly using workflows, you can be reactive in an unprecedented manner.” 

WHAT ARE THE LIMITS OF MARKETING AUTOMATION?

While marketing automation platforms are powerful tools, they still must be wielded with authority and expertise.

“Ultimately, the biggest hurdle I’ve run into with marketing automation is our own thinking,” Jenna said. “Oftentimes, I can only see one path with marketing automation on a given campaign. But with a little collaboration and outside-the-box thinking, the possibilities are endless.”

That’s where the relationship-building aspect comes into play. You’re creating a responsive, guided path for potential clients, she said.

They will receive emails, messages or other communications that have been tailored specifically to their interests. It is incumbent upon marketers to make sure that relationship continues to be nurtured throughout the process.

“As soon as you make that change in thinking, that marketing automation is a tool to build relationships, just imagine what types of things you could do,” Jenna said.

AKC Marketing has a team of experts like Jenna who can help you craft an effective and seamless automated marketing plan. Contact us today to learn how we can help you reach – and more importantly, connect with – more prospective customers than ever before.

At AKC Marketing we honestly assess the perception of your company. We push to market you above your competition. We do this by igniting your inner brand - focusing on what your true value to the marketplace is. To make it impossible to be ignored in your industry.
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