Moving into 2015, all of us marketers are continuously looking for a way to help alleviate the stress of repetitive tasks while marketing effectively across dozens of channels. When you think about all your separate marketing initiatives, personas, AND content messaging for each individual channel, it’s enough to make your head spin! The question arises: How can we manage our time while maximizing our efforts? That’s when you hear the buzzword “Marketing Automation.”
Marketing Automation – What it is and why it matters
Marketing automation refers to software platforms designed for marketers to more effectively market across multiple online channels (e.g. email, social media, etc.) and automate repetitive tasks.
At first, the term “Marketing Automation” may sound like the holy grail of solutions. A software program that manages and distributes all of my marketing content for me automatically? SIGN ME UP!
Although it may sound simple, it’s not as easy as plugging your content into an automation tool and instantly receiving results. After all, it’s only a tool, and what really takes prospects and turns them into customers are your strategies!
Marketing automation, at most, is software that can help elevate your strategies to nurture prospects with useful content that delights customers. This software is important because it can drive significant revenue and ROI for your company if used to its full potential.
The best way to make the most of your marketing is by using a piece of marketing automation software that has the right features to help you reach your meaningful strategies — like HubSpot!
HubSpot’s Marketing Automation
HubSpot is one of our favorite tools to use to mange marketing efforts, and I’m going to share how some of their new features allow you to drive personalized content to your audience.
Branching logic lets you further develop distinct nurturing experiences for your contacts by creating “mini-goals” that help you optimize each step of your marketing automation strategy. Here, you can put leads into the most relevant workflow while keeping them personalized. This feature helps build your automated workflows to better align with your goals. You will most likely have different goals for different personas, and that’s when anonymous personalization really comes into play.
This feature shows you how to personalize content for your visitors from the moment they set foot on your website. You have the capability to show different content to visitors based on factors such as country, device, or number of visits to your site. This is a great feature to use to show the appropriate content to your different visitors. You have more than one persona as your audience, and anonymous personalization helps you deliver the right content to the right persona. Utilize this feature to better address and communicate with your customers.
This feature provides detailed analytics that show the growth, contacts, engagement, and key breakdown reports that represent the health of your lists. With marketing databases decaying at a rate of 23% each year, it’s important to keep these lists as up to date as possible. This tool will help you and your team see how engaged your contacts are with your marketing, and how this list grows over time.
The email dashboard is for everything email-related — from email performance to new email drafts. This element will show open rate and click-through rate for recent emails while allowing you to better organize emails to see email performance for a specific campaign. Your email dashboard will also point out which emails are causing you the most spam complaints and opt-outs.
The calendar helps marketers stay organized with their campaign efforts while collaborating with team members. It is also handy in helping organize and schedule content, and in organizing campaigns. You can assemble content by campaign or channel, and you can even assign tasks to others on your team. It’s important to use the calendar so you can see your campaigns from a larger view and see if there are any instances of the campaign that overlap with other campaigns when they shouldn’t.
The revenue reporting tools help you make better marketing decisions based on activities or channels that lead to revenue for your company. The report shows you what content has attracted visitors, but not leads, and which persona generates more revenue than others. This tool gives you the power to understand what is working, allows you to analyze your automated marketing efforts to see if they are paying off, and gives you insight on how to better plan for the future of your campaigns.
Keep in mind that it isn’t just about having an elite piece of marketing software like HubSpot that makes a successful marketing automation: it’s about the strategies you put in place. In order to establish a successful marketing automation strategy, be sure to:
- Scale your marketing efforts – Create a pipeline of leads. How do you do that? By creating original, optimized content that speaks to your audience’s needs.
- Stand behind your content – Great content needs time to gain momentum. Don’t get frustrated and give up on your personalized content if it doesn’t gain immediate traction when you start.
Interested in learning more about HubSpot’s new features? Want to understand how our marketing team leverages HubSpot Marketing Automation to our clients’ advantage? Feel free to reach out to us here! We'd be happy to help.