Marketing automation seems great as a concept, but does it live up to the hype in practice? Like any approach to digital marketing, this depends on how you implement it. If you want to properly leverage today’s best automation strategies, you’ll need to know what determines their success.
The Tools
There are plenty of automation solutions out there, but not all of them will serve you best. A marketing agency with enough automation experience will be able to implement the tried-and-true tools that are suited to your needs. Combining these tools in a versatile manner allows you to cover a significant amount of ground, offering more than self-directed campaign initiatives and workflows alone. It will allow you to automate the business processes that define your company, the client retention efforts that keep your customers loyal, and the countless techniques that comprise an inbound strategy that consistently draws in and converts leads.
The People Behind Them
Even if you’ve done your homework and have managed to pinpoint the best marketing automation tools in the industry, the people behind the wheel make all the difference. This may seem strange, considering the fact that “automation” is the name of the game, but an automation strategy is no less a human endeavour than any other aspect of your marketing plan. The technology will streamline and carry out a sizeable load of the work, but it still requires a skillful team of digital marketing specialists to execute and track your automation efforts successfully. Besides, it gives you the time to focus on operating an excellent business!
Speaking of Your Business…
The human element is a major factor determining how well your marketing automation tools will improve conversion, retention, efficiency, engagement, and more. However, this pertains just as much to your business itself as it does to the marketing team implementing your strategy. Particularly with regards to email campaigns and other client-facing endeavours, it is of the utmost importance that you avoid a mechanical and impersonal approach. Don’t forget to allow the unique voice of your business to speak through. Successful marketing automation never obscures or dilutes the rich and distinct personality of your brand, it strengthens and amplifies it.
If you want your business to make the most of marketing automation, the CAYK team can help. Our MA/CRO service enhances today’s finest automation tools with skillful conversion rate optimization to make for a truly powerful combination. Call us at (403) 456-0072 to learn more!
