Automation is a complex process that most
people don’t fully understand.
A lot of people know about things like
autoresponders that can make their lives a
little easier, but there are actually many
ways to automate your marketing that can
save you unbelievable amounts of time and
You can automate everything from landing
page creation, to prioritizing customers
based on how likely they are to buy, too
measuring metrics based on performance of
Marketing automation can be used for:
- Lead generation
- Relationship marketing
- Measuring ROI
- Customer retention
- Upselling and cross-selling
If you’re not making use of automation
tools and processes, you’re really missing
out on a lot of potential.
You could be saving so much time and so
much money and making your life so much
easier… you’ll be kicking yourself when
you realize you should have been doing
this all along!
In this guide, we’re going to take a look
at some ways you can use marketing
automation to simplify your own business
and to help you expand it.
So let’s get started!
What It Is, And Isn’t
First, let’s talk about what marketing
automation is, and about some common
misconceptions people have about it.
First, let’s talk about what it is NOT.
Most people have the misconception that
marketing automation just refers to using
an autoresponder for email marketing, but
that is only a very minor component of
Wikipedia defines marketing automation as:
Marketing automation refers to software
platforms and technologies designed for
marketing departments and organizations to
more effectively market on multiple
channels online (such as email, social
media, websites, etc.) and automate
That’s a decent definition, but it really
doesn’t delve into how much can be done
through marketing automation.
It can be used to guide leads through a
complex sales funnel, from the lead
generation process, to the initial sales
funnel, to nurturing leads already
to closing sales, cross-selling,
upselling, and even retention. It involves
the entire life cycle of the customer.
Marketing automation can be used to boost
a potential customer’s lifetime value (LCV
– Lifetime Customer Value), boost loyalty,
segment audience to bolster conversions,
deliver personalized promotions, and so
Marketing automation can be as simple or
complex as you want or need it to be.
It can be as simple as sending a customer
a free report after opt-in to as complex
as generating the lead, attempting a sale,
segmenting the customer, retargeting the
customer, selling, upselling, etc.
Now that you know some of the tools that
can be used for marketing automation,
let’s take a look at a basic scenario in
which automating the marketing process can
- Customer opts in
- Customer receives lead magnet
- Customer receives marketing email
- Customer either buys or doesn’t
- If they buy, they receive other emails
- If they don’t buy, they receive the
same emails later
It’s all terribly inefficient.
What if that person bought something, and
you don’t immediately deliver an offer
that matches what they just bought? You’ve
lost a shot at an additional sale.
What if that person did NOT buy something,
and you didn’t segment them into a list of
non-buyers, so you could try different
offers to them?
You’d just keep sending them the same type
of offers over and over, and they’d likely
Now, let’s take a look at how the process
might look with marketing automation:
- Customer opts in
- Customer receives lead magnet
- Customer receives marketing message
- Customer does not buy, so is segmented
- Customer is retargeted with a Facebook
ad for a second chance at the initial sale
- Customer buys the product upon second
- Customer is moved to a segment of
buyers from Facebook
- Customer can be targeted with similar
offers, using Facebook as one of the
methods of marketing
- Customer buys another offer
- Customer is sorted into a “regular
buyer” list and receives special offers
that are reserved for those customers
- Customer feels appreciated and buys
All those later sales would not have
happened without marketing automation,
because the initial sale would have been
lost simply because the user was never
retargeted on Facebook.
This is just one basic example of the
process, but it applies to so many
scenarios. No matter what type of
marketing you’re doing, you can fine-tune
the system and dramatically
Increase the average lifetime value of
each customer by delivering targeted,
personalized marketing based on their
buying habits and interests!
This is the kind of powerful stuff that
many people seem to think is reserved for
mega-corporations like Amazon, but anyone
can do these things! With the right tools,
you can easily set up funnels that guide
customers along a particular path that
increases the likelihood that they will
buy something, and that will even increase
the amount of the money they spend when
they do buy something!
You can use automation to deliver
completely personalized results this way,
which can boost sales considerably.
For example, if a customer clicks a link
in an email about marketing on Twitter, it
shows an interest in Twitter marketing,
and you can then deliver custom marketing
that puts products related to Twitter
marketing right in front of them!
You can also automate all of your social
media by putting a series of posts into
your automation program and setting it to
post at specific times or intervals.
This will let you market your website or
products and grow your social media
presence without having to be on social
media all day, freeing up valuable time
for other things!
If you thought marketing automation is all
about email autoresponders, hopefully
you’ve learned that is only the tip of the
iceberg. Marketing automation goes so much
deeper than that.
You can use it for pretty much every step
of the customer’s life cycle, from the
initial lead capture all the way through
If you’re hesitating and wondering if it’s
worth it—don’t. IT IS.
If you’re not already getting a lot of
sales, you may not be able to afford some
pricier options, but as soon as you can
afford it, marketing automation can
drastically improve your results. Make it
Remember, many of these tools have free
trials. Don’t take a trial until you’re
ready to put it to good use, because you
won’t get another chance. But when you’re
serious about automating your marketing,
grab a trial or two and see what these
systems can do for you.
Best of luck!
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