The use of marketing automation tools can effectively help a business drive more leads, convert more of those leads into Sales and optimize the overall speed and efficiency of your marketing efforts. However a careful analysis of your business processes needs to be done to determine how effective any marketing automation platform will be for your business. Businesses also need to consider what challenges they will have in adopting and successfully implementing a marketing automation tool that works well for them.
Marketing automation provides a hub for marketing intelligence, tracking each buyer’s own journey from awareness, to consideration and decision. It offers businesses an in-depth view of the biggest segment of the buying process – the middle-of-the-funnel – by allowing marketing and sales to track and measure the buyer’s journey through the sales process. In addition, marketing automation provides a powerful tool for lead nurturing, by providing the ability to deliver the right information to the right prospects at the right time. We also know marketing automation helps businesses to effectively target customers and prospects while improving the overall customer experience.
Below are some of the challenges businesses face along with our suggestions for effectively implementing a marketing automation into the buying process for your business.
Being in a Marketing Rut
It’s easy to all into a marketing routine of using the same tactics, communication methods, styles, tools, etc., that you have been using for years. This is often true if the same routine is producing adequate results that meet your expectations. However, have you ever asked yourself why you do something a certain way without a good reason as to why? As humans it’s easy to follow the path of least resistance, however that path is not always the one that produces the best results.
Many times breaking out of the marketing rut can be as simple as working with a digital marketing or outside expert that can suggest specific tactics that can be implemented using marketing automation tools. As a digital marketing agency we fully understand many of the features and ways to use an automation platform that can help our clients. It’s our job to educate clients on the possibilities and help determine how these tools can be best put to use for a particular client’s business. We usually start by conducting an exploratory review and analysis of a client’s marketing process to see how we may be able to improve their process using a marketing automation tool.
Stuck in the Comfort Zone
Like the marketing rut, staying in the comfort zone can be a difficult place to leave, although the comfort zone has more to do with fear and uncertainty than awareness. Maybe you just moved to a new position or you’re at a new company, are currently understaffed or have been disappointed by previous attempts or maybe are just under a lot of pressure not to fail. In any case the idea of breaking from the “known” to the “unknown” can be too intimidating.
If this sounds like your situation, it would be best to implement a simple phased-in approach where you are involved in each step of the process. Often marketing automation can feel a bit overwhelming to anyone who is new to it. Breaking it down into a prioritized list of uses and how to implement them can make it the effort feel less daunting. One suggestion we recommend is to create an organized launch plan by month and quarter to gradually step into a marketing automation process. This provides time to adjust to the new processes and keeps the learning curve at a very manageable level.
Being Too Penny Wise and Pound Foolish
Many of the best things in life are free, however any marketing automation platform will certainly cost money. However thanks to our partnership agreement with SharpSpring, you don’t need to spend a lot of money in order to afford one that effectively helps your business. Time and money to implement a new tool and process is always something that needs to be carefully considered. However staying with old routines and practices that are not efficient may cost more time and money since you are not focusing on the most important things for your business.
If marketing automation tools improves your overall marketing efficiency and effectiveness, promotes the lead nurturing, and helps you close more business that would certainly be worth a lot to your business. Are you currently paying a monthly or annual fee for an email marketing platform? Do you use a CRM system to manage the leads from your site? Marketing automation tools integrate both of these together so you don’t need to pay for these as separate tools. Another option we provide is a trial period where marketing automation can be tried for a short period of time at a reduced cost. This allows you to test the platform and provide time to confirm the value to your business before making a long term commitment.
If you would like to meet with a digital marketing consultant for a free website analysis and discuss if marketing automation is a good strategy to implement for your business, call 408 398-3303 or fill out our contact form.