Marketing automation isn’t just a turn key operation. It involves lots of time, planning, testing, and more testing. You will have to do a lot of things before your marketing automation is ready to be set loose on your customers.
What exactly do you need to do before your marketing automation is ready to go?
Yes, you need patience, and lots of it. These systems can be big and daunting to many people. It takes lots of time and patience to really get to know the system, its quirks, what exactly it can do and what you can expect of it. Be patient with the system. It can be tough to want to take your time and go slow, because you want to do everything the system has to offer. But take your time, trust me it will help.
A Curious Mind
You likely will have an onboarding session with a customer implementation specialist at the company. You need to go in there and not be afraid to ask questions. This is the time to get help with the simple things, then build on top of that knowledge. If you can’t get a handle on the basics, how will you get anything else? Read some blogs, whitepapers, case studies on marketing automation and come into your next onboarding meeting with questions.
It’s never good idea to go into anything complex and new without some sort of strategy. The strategy does not have to go in depth, it can be a simple list of what you want to get out of the system or what you want to accomplish. Start small first then build up. It can be overwhelming to try to implement everything at once: a sales funnel, lead nurturing, a review form process that emails something to those who give you a certain rating. Your head is likely already spinning.
Like I said above for the strategy section, you want to start small. Go in with one basic thing you’d like to get done. Try setting up a contact form and some emails that go out based on different field submissions. If you’re a B2C company that also has wholesale partners, have an option in your contact form for wholesalers and send them a special email that is different from a customer trying to contact you. Start slow, perfect it, then move on the harder stuff.
A flow chart is an easy way to visualize how your triggers and workflows will work. If you have a contact form it may send out an email to wholesalers, one to general inquiries, and another for complaints. Create a flow chart which shows these different decisions, as this will help you create the triggers and workflows when the time comes.
If you plan to eventually set up a lead nurturing strategy, you want to have great content. This could mean webinars, videos, blog articles, white papers, case studies, a free ebook. Have a lead magnet set up to bring in new contacts that will go into this lead nurturing funnel. You don’t want every email you send out to be “Me Me Me” or users will unsubscribe, you want them to want to open your emails because there is something of value in them.
If you’re ready to start the marketing automation journey for your business, send us an email at firstname.lastname@example.org or call 239.676.9756 for a free demo.