Marketing Blog

Marketing Blog

Do's and Don'ts of Marketing Automation

A lot of clients ask me about “Marketing Automation” because they’ve heard the buzzword and wonder if it’s something they should be doing.... and as with everything in technology nowadays it can be hard to keep up (especially if you’re a small business and marketing is not your area of expertise).

Marketing Automation is used extensively in the US retail market, but in Australia we are a little way behind. There is so much more that marketers could be doing with the technology - and early adopters in Australia will be streets ahead of the competition.


In essence Marketing Automation is software that helps you create, automate and measure very engaging marketing campaigns… across email platforms, social media and your website. The benefit of the technology is it delivers personalised and specific campaigns that are actually relevant to customers across all your marketing channels. In reality it is a tool that can put you way ahead of your competition and is the future of reaching retail customers online. Technology can be the most powerful tool in Marketing, providing you understand it and use it effectively.

So in layman’s terms, what are the Do’s and Don’ts for retail businesses using Marketing Automation?

Do’s
  1. Use it to create truly effective email campaigns with great content - that target your specific audience through technology. This ‘nurturing’ or ‘dripfeed’ campaigning ensures each customer receives personalised messages with relevant content – creating meaningful interactions in real time;
  2. Accelerate a potential leads’ journey toward becoming a customer, by interacting with them at each stage of the purchasing lifecycle. The customer receives messages and content that inspires and motivates them, just at the perfect time;
  3. Track and respond to your lead’s digital body language by using Marketing Automation to track what each customer is doing on your website. This allows the technology to ascertain where they’re at in the purchasing lifecycle, and therefore what message and content will interest them;

Don’ts
  1. Don’t sit back and think the software takes care of all your business growth, including generating new leads. This can be a misconception that many marketers make, leaving them with a sophisticated tool to automate the communication with customers, but no solution to generating new leads to nurture in the first place.
  2. Don’t forget about generating in bound leads… it’s one thing to buy a list of email addresses as part of your outbound lead generation strategy, but you also need to nurture and generate inbound leads for long term growth.
  3. Don’t neglect the other fundamental areas of lead generation - SEO, blogging and Social Media Marketing. These are crucial to enticing potential customers to take that first step of engagement that allows you to use Marketing Automation to secure the sale.

So what are you doing to reach out to your existing and potential customers? Could you use some strategies and technology to generate more leads?
The answer is in the technology…


Lisa O'Keeffe has 20 years’ experience in retail marketing in Australia. She has worked extensively developing marketing strategies and implementing campaigns across multiple marketing disciplines.Initially establishing her retail expertise as Advertising Manager for Bunnings Warehouse, Lisa then formed her own successful marketing company, providing marketing strategies for over 100 retail businesses. 


comments ( 7 )
  • Jerrold
    Jerrold
    07 Apr 2016

    Keep up the spectacular work !! Lovin' it!

    Reply
  • Managed Services Dallas
    Managed Services Dallas
    07 Mar 2016

    I think I will become a great follower.Just want to say your story is striking. The clarity in your post is simply striking and i can take for granted you are an expert on this subject.




    Managed Services Dallas

    Reply
  • Managed Services Fort Lauderdale and target
    Managed Services Fort Lauderdale and target
    12 Nov 2015

    This is very serious, You’re associate passing qualified author. I actually have signed up along with your feed and in addition can relish finding your personal marvellous write-ups. Incidentally, we've shared your net journal in our social networks.


    Managed Services Fort Lauderdale and target

    Reply
  • Outsourced IT Services Fort Lauderdale
    Outsourced IT Services Fort Lauderdale
    04 Nov 2015

    Please tell me that youre heading to keep this up! Its so great and so important. I cant wait to read a lot more from you. I just feel like you know so substantially and know how to make people listen to what you might have to say. This blog is just too cool to become missed. Terrific stuff, genuinely. Please, PLEASE keep it up!


    Outsourced IT Services Fort Lauderdale

    Reply
  • Outsourced IT Services Fort Lauderdale
    Outsourced IT Services Fort Lauderdale
    21 Oct 2015

    I'm in complete agreement with a lot of the information in the following paragraphs. You certainly are a special article writer have real profit put your own views directly into apparent phrases. Anyone will be able to understand why.


    Outsourced IT Services Fort Lauderdale

    Reply
  • I Nyoman Gede Wira Adhi Danaputra
    I Nyoman Gede Wira Adhi Danaputra
    15 Oct 2015

    This is brilliant article. I have not heard of Marketing Automotion but now. The explanation on the pros and cons of the tool will help to design an effective and efficient marketing strategy using advanced technology. Thank you for sharing

    Reply
  • Outsourced IT Services Fort Lauderdale
    Outsourced IT Services Fort Lauderdale
    15 Oct 2015

    Another very strong and powerful post. I’ve been reading through some of your previous posts and finally decided to drop a comment on this one. I signed up for your newsletter, so please keep up the informative posts!


    Outsourced IT Services Fort Lauderdale

    Reply

Leave a comment

Make sure you enter all the required information, indicated by an asterisk (*). HTML code is not allowed.