An agency owner’s guide to marketing automation: A thorough guide

By Suraj Jha on Jun 17, 2021

The language of digital marketing is constantly evolving; marketing teams and business owners must be able to adapt themselves quickly. But the danger of speed is that too much of it can lead to overspending, miscommunication, and even duplication of tasks.

To avoid unnecessary delays, frustrating complications, it’s better to incorporate marketing automation into your company’s workflow. This means to opt for an affordable and effective automation agency.

Today, over 145,000 businesses, like yours, have already incorporated marketing automation into their companies. Developing a marketing strategy will enable you to generate more leads, increase sales, and save time.

This guide will get you a walkthrough of how marketing automation works and effective strategies you can start implementing today.

What is marketing automation?

Marketing automation is the use of technology and software to automate repetitive, manual marketing activities. Or in simple words, it refers to software that automates your marketing for you. It is often used for activities like advertising, email, and social media posts.

At the most basic level, marketing automation providers let you schedule a series of emails in order.

More advanced marketing automation providers will include additional features, like:

  • Segmentation within automation
  • Testing automation against each other
  • Branching automation
  • Automation triggered by a wide variety of contact behavior
  • Automations that help internal coordinate processes
  • Automations that trigger other automation
Why use marketing automation?

The ultimate goal of marketing automation is to benefit your company. Automation helps you do this by gathering data from your different channels and improving the user experience. By understanding your customer’s interests, and habits, you will be able to interact with them on a more personal level. By doing so, you will increase your qualified leads, grow sales, and your marketing will definitely become more profitable.

A recent survey related to customer experience revealed that 75% of consumers choose retail brands with personalized messaging, offers, and experiences. In addition to that, 70% of consumers say a company’s understanding of their individual needs influences their loyalty positively.

By opting for personalized marketing techniques, your customers will feel more connected to you.

Key features of marketing automation tools

There is a wide range of marketing automation tools available in the market. Each one has its own advantages. In some cases, you might use more than one because it may be beneficial for your business.

Below are some of the common ways to use marketing automation tools.

Email

According to statistics, in 2019, email users amounted to 3.9 billion. By 2024, they estimate that this number will grow to nearly 5 billion global users.

By looking at these statistics and the fact that email does not depend on a search engine or social media platform changing its algorithm or policies, email is still the most successful and reliable marketing channel.

Like other forms of marketing automation, email automation takes some upfront legwork. You will need to determine your funnels and what customers belong to which funnel. It is crucial to cover your bases, assessing every scenario where you have the opportunity to automate your emails.

Once you set up your email automation, your email service would provide you with data on click-to-open rates, among others. With the help of this information, you will be able to tweak the timing and content of your emails to increase sales and generate more leads.

You can also opt for white label digital marketing companies that are providing email marketing services. By doing so, you can help your client send emails to millions of people.

Social media scheduling

According to a report published by SocialMediaToday, 83% of social media marketing users think post scheduling can be an effective way to automate. Unfortunately, some people use social media scheduling tools in the wrong way. People can often spot bots in comments, as they tend to leave questionable and repetitive content.

Instead, you can avail of white label digital marketing services that include Facebook advertising. It will enable you to target your client’s particular audience from the 2.2 billion Facebook users.

Retargeting

Automatizing your retargeting efforts will increase your chances of making a sale. For example, a potential customer abandons a cart in your online store. So, instead of utilizing your marketing team’s time to follow up with them individually, why not automate this process. Retargeting automation allows you to send out an email after a set period.

It is always better to test out different ways to nudge your potential customers into reconsidering an item. There are several ideas for you can test automatic retargeting strategies, including:

  • How soon you send an email to them after the last contact.
  • How many times do you email them?
  • The frequency between follow-up emails.
  • Content of your emails.

Targeted marketing has an average of 2-3 times the click-through rate than emails sent without using previous data. So, it is worth playing with various scenarios to see which one is most effective for your business.

Customer journey 

Customer journey means looking for different digital marketing techniques that will tap into various user experiences, including sensory, cognitive, and behavioral.

Some marketing automation technologies and software allow you to map out consumers’ behavior regarding the kind of content they consume online. It is a valuable tool for automation marketers since it helps them predict how customers might behave if they tweak different marketing techniques.

Setting up chatbots

Excellent strides have been made in the quality of chatbots. They can serve as a lead generation tool on both your website and your social media pages. It is essential to engage quickly with prospects. 80% of consumers claim that an immediate response to their queries influences their loyalty.

At Umbrella, we offer AI chatbots that will increase lead generation and sales of your client’s website, Facebook page, or eCom shop by 2x-10x guaranteed.

Summary

As we highlighted, marketing automation is an essential part of your agency’s growth and management. It allows you to scale more effectively and makes operational elements of your business easier, saving you time and money, and effort.

Umbrella, a white label digital marketing company, allows you to leverage these capabilities by offering various services. It will enable you to be more productive in your onboarding, acquisition, and management of clients. Additionally, you can resell these white label digital marketing services to your clients.

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