How Some Businesses Automate the Personality Out of Their Marketing
Guest Post: Alex Miller of PosiRank
Marketing automation is gaining traction, but it is still a fairly new concept for many businesses, and many marketers still do not understand how to use it properly. But automation can be highly effective if done properly, and in 2015 the focus is very much on automation with a human touch.
Overview of Marketing Automation
Marketing automation essentially involves making use of specialist software and technology to streamline simple, repetitive, and time-consuming tasks so that marketers can put greater focus on other more intensive tasks.
Automation is used for various purposes, including increasing revenue, generating more leads, increasing conversions, and providing a more personalized customer experience.
You can also use automation for various SEO tasks. Experts like PosiRank who have been leading the way with SEO in recent years know all about the benefits of automation for SEO and how it can help businesses to stay ahead of the competition.
Clear Benefits … But Is It Too Impersonal?
The benefits of automation are that it saves time, allows businesses to direct more resources in other areas, and saves money. It enables you to focus on more interesting marketing tasks without having to spend your time on the mundane tasks, and it can help you to make your marketing more efficient.
One of the key advantages of automation is that it allows you to improve the efficiency of many of your processes. This allows you to focus less on the mundane tasks that a machine can do, and more on high quality marketing.
But there is a fear for many when it comes to automation that it will make the marketing less personalized and interactions will therefore become less effective because there is not as much focus on human relationships.
However, this does not need to be the case. Automation can actually help to make your marketing more personalized as long as you ensure it has the human touch.
Incorporating the Human Touch
If there is no human element involved in marketing automation, it can never reach its full potential. After an automated campaign, you need people to go over it and review the results to find out what is working, what is not working, and what needs to be updated. This allows you to create messages that are more targeted and based on the interests of your customers to build stronger connections.
So how do you do this?
How to Take Full Advantage of Automation
One of the most important things to do when you want to improve your automation success is to track and monitor your prospects. Automation can track preferences of individual customers and store details about their interests. This can provide you with more relevant information as you follow customer reactions and track their behavior to find out about their interests and their needs, and then you can focus on creating more personalized campaigns and providing more relevant promotions to build strong connections.
It is also important to constantly review your automation, and real people and their insights are needed here. If something is not working, you need real people to spot this so that you do not carry on doing the same thing over and over again. You need to be able to measure results in order to know whether the campaign is a success, and you must listen to your customers otherwise automation will simply continue without any improvements. If you want to reach and exceed your targets, you must constantly change and improve your marketing strategies, and you can use automation to provide all the data you need to do this.
It is important to also remember that automation is not always appropriate, and it takes human input to decide when a real message rather than an automated one will have a greater impact. For example, when a customer makes a personal contact, it may be more effective to reply personally.
Use the Power of Marketing Automation
Marketing automation is a powerful tool that allows marketers to get much more from their marketing efforts while making huge savings. It is set to become even more important over coming years, but it is important to remember that it always works best when it has a human element involved in reviewing, checking, and updating. Use it to save time and direct resources into other areas, but always make sure it has the human element if you want to use it to its full potential.
CoFounder of PosiRank, Alex Miller loves to talk business. He has personally created and promoted 400+ of his own websites in some of the most competitive markets in the world. Having graduated from university in 2007 Alex has been on top of all things SEO for the past several years. His clients have included some of the most successful brands in the health & fitness industry, and he's worked side by side with the "who's who" of the business.