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How to Build a Marketing Automation Strategy?


Marketing automation can do wonders for you. It can help you manage all the data that you receive from various channels and segment it into different categories. It can help you understand your audience in a better way by defining their preferences, interests, demographics, category, etc. Last, but not least, implementing marketing automation in the customer journey can help you send the right messages to the right customer at the right time.

Building a marketing automation strategy involves the following steps:

 #1 Defining goals

You might want to attract new customers, retain old customers, convert website visitors into customers, or convert leads into loyal customers. Every marketing campaign has a different goal and you must define that goal clearly before you implement automation.

 #2 Defining the ideal customer

Suppose you have decided that your next marketing campaign will focus on converting leads into loyal customers. Now, you must define who your ideal customer is. For instance, if you are producing notebooks and journals then students will be your ideal customers. Now, you have to think of what your ideal customer will find attractive.

For instance, a notebook with a motivational quote on the cover will be liked by high school students. Similarly, a notebook with cartoons on the cover will be preferred by primary school students.

#3 Creating a customer journey

You can start using a customer lifecycle platform to create a customer journey unique to every customer (also known as mapping). For instance, you can start creating content for customers at each phase of the customer lifecycle like:

●     Ads for the engagement stage

●     Blogs and newsletters for the awareness stage

●     Emails and SMS for retaining the customer

Think of ways to target customers at different stages of the customer lifecycle so that you can attract the right customer at the right time.

#4 Analyzing your performance

Last but not least, you must analyze the metrics and see how your automated marketing campaigns are performing. For instance, you must check how many customers responded to your emails, how many new customers were reached or how many customers did not interact with your brand at all.

Implementing a CRM or Customer Relationship Management system can also be helpful. A CRM can help in streamlining your business processes and make it easier for you to maintain customer relationships. It can help you collect email ids, phone numbers, names, and other details of customers from different channels or touch points so that you can understand your customers even better and provide them with the content that they will like.

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