According to the latest statistics, 51% of companies are automating their marketing efforts. Also, 63% of them have been outperforming their rivals thanks to marketing automation software. These aren’t the only benefits the advanced tools have been bringing to companies. However, the number of companies leveraging automation could be higher if businesses had the means and knowledge of their implementation. If you are ready to automate marketing activities but don’t know the best way to do it, you have come to the right place.
Marketing automation software requires thorough preparation for it to achieve the best results. Think of the preparation as an overview of all marketing goals you would like to accomplish by using the software. To cover all the bases, you can divide the goals into short-term and long-term ones. Then, break down the goals into steps or activities you need to take to achieve them. While you are doing this, you will notice repetitive actions.
With the software you choose, you will be able to automate them, saving time and resources along the way. The best part about marketing automation software is its ability to replace most of the tools you are already using as digital marketing essentials or consolidate them for cost savings.
Choose the Best Solution
With defined goals and a budget range in mind, you can choose the most suitable marketing automation solution for your business. Having too many options can be both a good and a bad thing. You will definitely find the best software, but you might feel overwhelmed by all of the available options. To avoid this sensation, you should consider the following criteria.
The first and most important is the software’s price. The prices, additional costs, and contract terms differ from one vendor to another. Before investing in any marketing solution, consider all the costs involved, such as installation, training, maintenance, and terms and conditions of the contract.
Most marketing automation software usually has a similar set of features. However, that doesn’t mean every platform will meet your marketing needs. Make a list of essential features the software should have and find the one that meets the criteria. This way, you will avoid paying for many features you don’t need.
Just like features, most software integrates with well-known systems such as AdWords or Salesforce, among others. Since the software will help you achieve your marketing goals, you might want to look for software whose integrations support those goals.
Another important criterion is the user-friendliness of the software. You need software with an intuitive and easy-to-use interface. Each has its own way of functioning, but your goal should be to find the one which requires the least amount of training.
Think About Implementation
Now that you have made your choice, you should think about all the aspects its implementation will require. For example, additional training or staff and internal resources. You might also need a consultant to help you get used to new tools and make the most of them. Even though you haven’t made room for a consultant’s budget, don’t hesitate to reach out to someone more experienced for help or mentorship. Another thing you should think about is the change automation will bring to your organization. In this case, you must make slight adjustments to align all the aspects.
Go Ahead with the Plan
Since you have put all the pieces together, it is time to put the wheels in motion. While implementing the tools, you should also keep a few things in mind. For example, who are the users or admins? Who qualifies as a lead? Also, it is essential not to forget to integrate the systems and customize the landing page, emails, and templates to match your brand. Usually, the vendors or consultants prepare a list of all the tasks you should do to ensure successful implementation. Just make sure not to skip any of them.
No matter how tempting automating everything is, you shouldn’t give in, especially if the tools are new to you. Instead, start small in the beginning and play around with the basic features and integrations. Only when you build some confidence and gain some experience should you focus on more complex marketing efforts. Your platform isn’t going anywhere, and you have plenty of time to learn all about its functionalities and take advantage of them.
Automation software is the future of marketing. Therefore, it is necessary to start implementing it correctly to reap all the benefits. With this guide, you can pick the right marketing automation software and integrate it into your marketing activities.
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