5 Secret Tips to Improve Marketing Automation


5 Secret Tips to Improve Marketing Automation

Marketing automation. Two buzz words that are infiltrating just about every publication Small Business people pick up lately. And with good reason.

I’ve written before about how marketing automation, when used well, can give you time back in your business and help you keep in regular contact with clients who were otherwise never hearing from you. Both of those are big wins to any business owner.

But what about the stuff that people don’t tell you about? The things that, unless you’re working with someone to implement and manage your marketing automation, you’re likely not to hear about until you’ve been doing it for a while, made a few mistakes and finally stumbled on a system and a process that works for your business.

Well, allow me to lift the lid on what I believe are five of the biggest techniques that will improve your marketing automation overnight. And trust me, I am one of those people who help Small Business implement automation into their business, so I’ve seen these things work. Over, and over, and over again.

In the words of Julie Andrews, let’s start at the very beginning.

If you haven’t already committed to a marketing automation platform, or if you implemented a platform and have been playing catch up ever since this first tip will pay you back one hundred-fold.

Why are you doing this again?

Knowing what you want to use your automation platform for, the end result you’re looking for and the kinds of communications you want to send out to your client and when will go a long way to ensuring you’re setting up the right campaigns with the right pieces of content to add value to your clients.

Not sure how to put a strategy in place? Have a look at my previous article, The truth about marketing strategy.

Get your reporting metrics working for you.

Depending on the automation platform you’ve chosen, reporting and dashboards will look a little different. The point is though, each platform has reporting metrics, and most will allow you to set up your dashboard to monitor the things that are important drivers for you and your business. Take some time to learn how to set up your dashboard to reflect the numbers you want to know. That way as soon as you log in you’ll be able to tell what’s working, how many people are in your pipeline and where your gaps are.

Pick your integrations wisely.

So many integrations! Again, different platforms will allow you to connect to other parts of your business to give you a cross-company view or maybe to trigger other things to happen automatically. Integrations (or APIs as they are also known) are extremely cool, but most of them come at a cost. Make a list of all the integrations you’d like to connect right now, then prioritise. Connect the most important ones, bed them down, learn the impact they have across your business then add a few more. Before you know it, you can have just about every area of your business communicating with each other automatically and generating reports, so you know exactly how things are tracking … Pretty cool huh!

Test, tweak and test again.

I was chatting with a client today who is running a landing page ad through Facebook. After three days they weren’t getting the results they were hoping for, so they were talking about starting from scratch and redesigning the whole thing.

Don’t do it! If something isn’t working, change one thing at a time and test. It’s tedious, it’s time-consuming, but it’s the only way to really figure out what it was within the landing page, the ad or the campaign that wasn’t working. Test, tweak and test again.

Keep your database clean.

If there were any one tip that I could get you to leave with (ok, apart from the strategy bit which is uber important), I’d say it’s this, keep your database clean. Don’t be sending emails about content out to people who don’t want to hear from you or are bouncing back.

Check with your automation platform to see if they have a campaign you can run to clean your database and do this every three months. Removing the deadwood might make you feel like your list size is small but let me tell you, I’d much rather be communicating with 12 super engaged people that interact, support and purchase than a list of 10,000 you never hear from. Take your time, build your list with integrity and it will serve you well.

So there you have it. Five of the best tips that people, working within marketing automation, don’t really want you to figure out for yourself (in case you put them out of work). Go ahead and implement even one of them and let me know what kind of difference it makes to the way you interact with your platform.

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    Really useful and valuable commentary Tracy – this could save business owners a lot of time, money and frustration. hunter

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