How To Get Started With Digital Marketing Automation
Digital Marketing Automation is a process that integrates all forms of marketing, advertising, and technology to generate and analyse leads, leads, and more leads. Automating your online marketing can save time, money, and effort.
With today's digital marketing landscape, it's easy to get overwhelmed by the sheer number of channels, platforms and systems you need to get up and run. When you try to manage everything manually, you'll quickly run in circles, wondering where to start and where to invest your precious time. In this guide, you'll discover how you can streamline your entire digital marketing strategy, saving hours of wasted time and creating a streamlined workflow that gets results.
It's a fact that digital marketing is evolving at an unprecedented pace. For small businesses, this means they need to evolve too. If you still need to do so, consider implementing digital marketing automation (DMA) to help you manage and monitor your digital marketing efforts.
A DMA allows you to automate, track seamlessly, and measure your marketing efforts and performance. It's an excellent tool for small businesses looking to improve their digital marketing ROI.
In this guide, I'll explain how you can set up your DMA in minutes and then show you the best ways to use it to start generating more leads, leads and sales.
What Is Digital Marketing Automation?
Digital marketing automation allows companies to automate the process of generating leads, engaging customers, and retaining customers.
The idea behind digital marketing automation is simple: use technology to help automate and streamline processes to save time and money and increase revenue.
Digital marketing automation is made up of a variety of tools. The first component is social media management. This includes automating tasks such as posting updates, creating content, scheduling posts and managing engagement.
Another significant component is lead generation. This involves using email marketing and other online activities to generate qualified leads that you can convert into paying customers.
The final component of digital marketing automation is CRM. Customer relationship management is the process of tracking, collecting, and analysing data on the relationships between a company and its customers.
It would be best to ensure that the tools used to automate your digital marketing efforts are compatible with your business model. For example, a restaurant owner might use a platform integrating automated social media management with lead generation.
An excellent digital marketing automation solution will offer the ability to connect with customers through various channels. It can measure results to determine whether the customer is engaged and interested in the company's products or services.
In this way, digital marketing automation creates a more integrated approach to digital marketing. It helps to ensure that your content and messages are relevant to customers and potential customers.
Why Is It Important For Businesses To Automate Marketing?
Automation has become a popular buzzword; many companies claim it can help them succeed. But what does the evidence show?
Before we get into the details, let's start by defining automation and marketing automation.
Automation is simply programming a computer to perform a task or series of tasks, such as completing a form, sending an email, or performing a search. Automation can take the form of web forms, apps, email campaigns, or chatbots.
For example, an auto-responder program would be considered a form of automation. It would respond to any emails that come through the system, whether from customers or potential customers. An app would automate a user experience, such as automatically opening a door after entering the correct code. An email campaign might automate sending a prewritten thank-you note, a promotional email, etc.
Marketing automation includes all these types of automation, plus integrating the program into a company's website, social media platforms, email marketing services, and other online tools. It's set up and running automated processes that create marketing content, send it to the right audience, and then analyse and evaluate the results.
You can use marketing automation tools to help companies create content, manage the customer journey flow, and optimise their overall marketing performance.
One of the most common uses of marketing automation tools is to create and send emails. You can use these tools to build a list of contacts, manage the flow of an email sequence, automate the creation and delivery of emails, and evaluate the results.
It's easy to see why email automation has increased, as it's a low-cost, high-impact way to reach new prospects and grow your email list. Companies often have hundreds or thousands of potential customers unaware of their existence. Automating your email outreach can bring new contacts into your sales funnel without investing in a costly paid acquisition strategy.
Another everyday use of marketing automation is to collect and segment your email database so that you can communicate with your contacts based on interest. You can send a particular message to specific demographics, so you only communicate with your ideal customers.
For example, you could send a newsletter to people who purchased a product last month. You could also set up automated sequences that trigger an email every time a lead converts or buys.
Another way marketing automation tools can improve your business is by collecting valuable data from each email interaction. You can use this data to personalise your messages and send more relevant content.
Automation also allows you to run more targeted tests and experiments. It can help you collect data on messages that work best and don't.
That's why many businesses are turning to automation to increase the effectiveness of their marketing efforts.
However, the benefits of marketing automation are even more pronounced when it comes to businesses with multiple locations, such as franchises. Managing marketing strategies across several franchise locations can be complex and time-consuming.
Marketing automation streamlines these efforts, ensuring consistent branding and messaging across all branches.
It allows franchise owners to centralise their marketing efforts, customise campaigns to suit local demographics, and efficiently allocate resources. For an excellent example of how marketing automation can empower franchises, check out Adplorer's franchise marketing systems.
These specialised tools cater specifically to the unique needs of franchises, providing a comprehensive solution to enhance their marketing performance.
Businesses are investing heavily in marketing automation because it works. Marketing automation tools are becoming more affordable and easier to use, delivering impressive results for many companies.
Companies must understand how to use marketing automation tools correctly. That's why it's a good idea to look into your competitors' tools and ensure you use the same ones.
Why Not Automate All Marketing?
There's no doubt that marketing automation tools can make your life easier and more efficient. But it's important to understand where the limits of automation lie and what it's possible to achieve without automation.
If you want to increase the quality and quantity of leads in your pipeline, consider using marketing automation tools for some of your marketing. However, if you're looking for more complex, higher-value interactions with your audience, there are better solutions than marketing automation.
Instead, you may want to focus on the following types of interactions:
- Engagement and conversion – For example, you may want to create personalised messages to attract and keep a few customers. This is a high-value interaction, so it's not worth automating.
- Sales – You may want to automate creating a sales conversation if you sell products or services. However, if you're selling a subscription or a service, you may not need to use marketing automation to find your customers.
- Lead generation – If you're in the lead generation phase of your sales funnel, you may want to use automation to qualify your leads, which is a high-value interaction. However, you can use other channels to nurture leads once you find your target audience.
- Customer service – If you have a phone or in-person customer service department, you may want to automate some of your responses to avoid overloading your team.
Using Digital Marketing Automation To Generate Leads
Digital marketing automation software is a tool that allows marketers to manage and optimise online campaigns for various purposes. These include lead generation, customer relationship management, and social media management. Marketing automation tools can generate leads from various sources such as email, phone calls, social media, and even offline interactions like events.
Many digital marketing automation tools range from basic to more advanced and complex systems. Here are the basic steps to generate leads using a digital marketing automation tool.
Step 1: Plan the strategy
First of all, you must set a plan and target. What is your goal? What do you want to achieve through this campaign? Do you want to generate leads or sales?
Do you want to increase your conversion rate? Or do you want to keep your current customer base and make new ones?
Once you have defined your goals, it is time to define your audience. Identify your target market and find out who they are and where they are. Create a list of criteria to segment the data. For example, you could create different groups based on gender, location, or type of device they use to access your website.
Step 2: Identify the channels
Once you have identified the type of customers you want to target, it's time to determine the channels you can reach them. This will be the first step to deciding whether or not you need to use paid ads. Paid ads may or may not be suitable for your target audience.
For example, if you are a B2B business and your audience is companies that want to hire freelancers, consider using paid ads to reach them. On the other hand, if your target is someone who wants to start their own freelance business, a paid ad would not be a good idea.
When planning your campaigns, you must determine the type of campaigns you want to run. You can choose between:
- Email marketing
- Pay per click
- Social media
- Content marketing
- Paid social media marketing
- Outreach emails
- Website remarketing
- Affiliate marketing
- Offline marketing
- Online advertising
These are just a few examples, so think about what you are doing and what works best for you.
Step 3: Set your budget
How much money are you willing to spend on your lead generation campaign? How much are you willing to invest in social media marketing? Do you want to use paid ads, organic ads or both? How much time do you want to put into the campaign? These are all questions that you must answer before creating your campaign.
Step 4: Choose the platform
This is an important step. The type of software you select will depend on the content you want to produce. It will also depend on the time and effort you are willing to put into your campaigns.
Most marketing automation tools offer three main platforms:
- Email marketing
- Social media management
- Lead scoring and nurturing
- Some platforms offer more than one, while others offer only one.
Step 5: Set up your landing pages
Landing pages are the websites or forms through which you send people after they have reached your content. They are used to promote your products or services.
You can have a simple form that asks visitors to fill in their contact information or a more sophisticated form that shows different parts of your product or service.
Your landing page should look professional and provide a clear call to action.
Step 6: Optimise your website
Now that you have your marketing automation system optimising your site is time. In addition to having a clean and attractive landing page, you should have a clear call to action. Make sure it is located somewhere prominent on your site.
You can also add calls to action to the forms on your landing page. In addition to being visible, your call to action should be relevant to your product or service.
Finally, you can add a “Subscribe to our newsletter” or “Subscribe to our blog” form at the end of the form. This will help people stay informed about your products and services.
Step 7: Monitor and measure
Once you have set everything up, it's time to monitor the results and see how well the campaign is going.
You must track your ROI to know how well your lead generation campaign works. This includes the following metrics:
- Traffic – How many people are visiting your website?
- Leads – How many people have you reached with your content?
- Conversions – How many people have signed up for your services or completed a form?
- Sales – How many sales did you generate from your campaign?
Monitoring the above metrics will allow you to make the necessary adjustments. Change your content or add more landing pages.
Step 8: Improve and repeat
Keep in mind that this is not an end-all-be-all process. If you are satisfied with the results of a specific campaign, feel free to create new campaigns and test new strategies until you find the one that works best for you.
How Do You Start Digital Marketing Automation?
Once you determine your target audience and identify your main competitors, you can start planning your digital marketing strategy. It would be best to decide which digital tools work best for you.
One way to start digital marketing automation is by focusing on your website first. This is the easiest step if you've already built a great website. However, if you need a great website, there are other things you can do to begin your digital marketing automation journey.
To start your website, you must know what information your target audience wants. You can get an idea of what you want to discuss through a quick online search. You can also research your competitors or even research your product. You'll need to determine whether the information you're collecting is free or paid for. This will help you decide whether you'll be able to build a website yourself or if you'll need to hire a web designer.
After determining your target audience, it's time to find out how they like receiving their information. Some people are happy getting it through social media, while others love reading it in magazines or newspapers. Others may prefer to see it online. This can help you determine the best way to reach them through a newsletter or an email blast. Once you know how people want to receive their information, it's easier to start planning your content.
You can add videos, podcasts, and blogs to your website to keep your target audience interested. Once you've set up your website, you must update it frequently with new information and engaging content.
Tools For Making Digital Marketing Automation Successful
As a business owner, you'll eventually need to determine whether marketing automation tools will work for your business. You'll need to decide if they'll meet your needs and even be worth your money. While digital marketing automation tools are still new to many marketers, knowing what makes them tick is critical.
Five types of DMA tools are available, each with pros and cons. To learn which is right for your business, you'll need to understand these tools and how they can help your online business.
1 – Email Marketing Automation
Email is the most effective form of digital marketing, and it's no surprise why. Email marketing automation (EMA) is a tool that allows businesses to create and send automated messages. You can pre-set these emails when certain events happen, such as when a customer subscribes to a newsletter or buys a product. EMA is a powerful tool that can help your business reach customers where they spend their time.
Pros: EMA is a simple and inexpensive tool that allows you to automate the delivery of relevant email messages to subscribers. It's a great choice if you already have an email list.
Cons: EMA can cost more than other DMA tools, so it's essential to ensure it fits your budget.
2 – Social Media Marketing Automation
Social media is the second most effective way to communicate with customers, and it's essential to use it correctly. Using social media marketing automation (SMA) allows you to automate the creation and distributing of your content on the right platforms. This tool allows you to create posts, schedule posts, and schedule content for social media pages. It's perfect for businesses that want to keep up with customers on Facebook, LinkedIn, and other social media networks.
Pros: SMAs are relatively affordable and allow you to manage social media marketing content on a larger scale easily.
Cons: SMAs are less effective than other marketing automation tools and can be time-consuming to manage.
3 – Content Creation Automation
A content-creation tool is a digital marketing tool that allows you to write and post content automatically. It's a powerful tool for businesses that need to create high-quality, engaging content regularly. Using a content-creation tool allows you to automate the creation of blog posts, webinars, and eBooks.
Pros: Content-creation tools are a great way to grow your business if your current staff is limited. They allow you to find the right content creators quickly and are typically more straightforward than other DMA tools.
Cons: Content-creation tools are expensive and require a large staff to keep the content flowing.
4 – Customer Relationship Management (CRM) Automation
CRM is a tool that helps companies to track customer information, create customer profiles, and analyse their customer base. It allows companies to find and manage customers and build relationships with them. CRM systems are beneficial for businesses that rely on referrals.
Pros: CRM is a powerful tool that provides valuable insight into your customer base. It's also useful for businesses that want to improve customer retention.
Cons: CRM is a significant investment, and finding the right solution takes time and effort.
5 – Data Analytics Automation
Data analytics automation is a tool that allows you to analyse your data and gain insights from it automatically. It's a powerful tool that allows you to use data to make decisions. Data analytics automation is more advanced than the other four DMA tools. However, it requires the most expertise to use correctly.
Pros: Data analytics automation is a more complex tool than the others listed, but it can help businesses make decisions based on data.
Cons: Data analytics automation requires a large staff and is more expensive than the other types of DMA.
The Pros and Cons of Digital Marketing Automation
Digital marketing automation tools can help you to automate repetitive tasks, improve your website and optimise it for better rankings. But do they offer anything unique? How much benefit does your organisation receive from these tools? How well do they fit into your current business strategies? And how much time and effort would you need to implement them?
Automation is a great way to save time and increase efficiency. Still, knowing digital marketing automation tools' pros and cons is essential before investing time and resources.
Pros of Digital Marketing Automation
1 – More Conversions
Marketing automation software helps you to automate the process of generating leads and nurturing them through to sales.
A study by Hubspot shows that over 70% of small businesses fail to reach their target market. These businesses spent an average of $3,000 monthly on marketing and received only 10% of the leads they needed to achieve their goals. This means that most companies are throwing money away every year.
But the problem is even worse for businesses that spend thousands of dollars on advertising. Regarding lead generation, marketing automation software allows you to generate more qualified leads and convert them into customers.
For example, when you create a landing page, you can convert it into an email or a form that allows visitors to subscribe to your newsletter. You can even schedule an automated email to a potential customer as soon as they opt-in to your list, which allows you to nurture and engage them.
2 – Increased Customer Engagement
Another benefit of marketing automation is creating more engaging customer relationships. The most popular platforms also allow you to send personalised messages to subscribers and track how well your campaigns perform. This is precious information that you can use to improve your marketing.
Customers love to get a personal touch, so you'll gain more engagement and loyalty when you let them know you're reading their comments or responding to their questions.
3 – Reduced Marketing Costs
A recent study found that marketing automation software saves a company an average of $7,000 annually. It also helps you to minimise the risk of wasting money by automating the process of identifying your target market.
If you're investing in paid marketing strategies, you're losing opportunities to target the correct type of audience and reach them with the right content. However, it will reach the right people organically if you use your time to create and promote high-quality content.
4 – Improved Customer Service
When your business is busy, you only sometimes have the time to reply to your customer's inquiries and complaints. However, when you use marketing automation software, you can automate responding to your emails.
It's a great way to build a relationship with your clients and make them feel like you're paying attention to them. This is very important for businesses that sell services and products. When a client receives a response to their question, it shows that you're more than just a business; you're a person.
Cons of Digital Marketing Automation
1 – Complexity
Although digital marketing automation software is easy to use, it can take time to learn. You need to understand the platform, the tools it offers, and how they interact with each other.
However, you can still hire a marketing expert to teach you how to use it.
2 – Lack of Training
Although marketing automation software is easy to use, you must have the time and training to use it correctly.
For example, when you automate your email campaigns, it's straightforward to send an email that isn't targeted to your audience or, even worse, sends a link that could harm your brand.
3 – Unreliable Technology
Most software can become outdated quickly. If you're not using the latest versions of your software, it can cause many problems.
This doesn't mean you should avoid digital marketing automation; you must check for updates and ensure the software you use is compatible with your business and needs.
4 – Time Management
The biggest challenge of implementing digital marketing automation software is that it takes up much of your time. However, there are a few ways to overcome this problem.
One way is to start by scheduling a set time to implement the software each day.
If you want to use multiple tools, you can try marketing automation software and a CRM (customer relationship management) tool. You can combine the benefits of each tool without using the time and effort required to learn them separately.
5 – High Maintenance Costs
Managing your various programs can be challenging, but the best digital marketing automation tools require minimal maintenance.
You should be OK with upgrades and maintenance, so the more affordable the tool, the more flexible it will be for your business.
What Is The Future Of Digital Marketing Automation?
The future of digital marketing automation combines machine learning and human intelligence. AI (artificial intelligence) and human beings can work together to create effective and personalised campaigns.
Digital marketing automation platforms are designed to automate repetitive tasks. The main features of these tools include the following:
- Campaign scheduling and management
- Custom audience creation
- Lead scoring
- Content distribution
With the increase in digital technologies, many marketers have started using AI-powered tools to manage the entire lifecycle of a campaign, including:
- Content creation
- Customer engagement
- Marketing automation
- Lead generation
- Social media management
- Website personalisation
- Lead nurturing
Digital marketing automation is already changing how businesses operate. For example, a large financial company used an AI-powered platform to automate the entire lifecycle of its campaigns. This process reduced their marketing and support staff by 70% and increased conversions by 200%.
This combination of human and machine intelligence has enormous implications for digital marketing. The combination of human and machine intelligence will likely replace manual and scripted processes with AI-driven content creation, customer engagement, and personalisation. Shortly, this shift is expected to transform how businesses operate.
Digital Marketing Automation can be very effective. But it's also a massive undertaking.
It takes time, planning, and a good understanding of your customers. But once you're there, you can automate everything from customer acquisition to sales conversion.
This is where many new marketers run into trouble. They need to figure out what to automate. They jump in, create a bunch of campaigns, and send emails to people. Then they wonder why they aren't making any money.
Want to learn more about Digital Marketing Automation? Subscribe to the free newsletter below!
What is digital marketing automation?
Digital marketing automation is a tool that automates some of the processes involved in digital marketing. This includes email marketing, social media marketing, and website content creation.
How can I get started with digital marketing automation?
To get started with digital marketing automation, you can use tools that automate some of the processes involved in digital marketing. You can also hire a digital marketing firm to create a custom program.
How can I choose the right tool for my business?
The first step is to figure out what kind of business you have. Do you sell products or services? Do you offer information? Once you know your business, you can decide which tool is best for you.
What is the difference between an email marketing tool and an autoresponder tool?
An autoresponder tool sends out prewritten emails. You can use it to send regular emails, but it's best for businesses selling products or services.
What is the difference between a web content tool and a content management system?
A content management system (CMS) software tool allows you to upload content to your website. You can add new pages, update old ones, or even create a new website.