May 15th Your Marketing Automation Strategy: the 5 key steps
What is marketing automation?
Automate your marketing? But what the hell does that mean?
- sending a promotion to your contacts on their birthday
- sending an informative email following the purchase of a ticket
- inviting your subscribers to renew their loyalty formula before it expires
- creating a welcome path for new buyers
- relaunching abandoned baskets
The main objective of a marketing automation strategy is to personally reach your audiences, make them unique and thus build loyalty.
The 5 key steps for effective Marketing Automation:
1) The importance of data collection :
data collection allows you to define the different profiles of your audiences: according to their age, location, interests, buying behaviour, etc. This information is invaluable for setting up a marketing automation strategy. For example, knowing the date of birth of your audience allows you to automatically send a birthday email without any effort. You can include a promotional offer and relevant content that proves to the person that you know them intimately.
2) The definition of clear and measurable objectives :
It is important for you to work on your goals with precision. The appropriate method for setting objectives is the SMART objectives mnemonic: Specific, Measurable, Attainable, Realistic and Time-defined. For example, if you are a theatre and you want to set up an automatic renewal campaign, your objective could be: 'double the number of subscription renewals over one year'.
3) The creation of adapted and personalized content:
Depending on your viewer's buying behavior, send them personalized content. This content may include the place and date of the event, means of transport to get to the venue, and other related information that may be of interest to them. Alternatively, if one of your spectators has started the buying process but abandons it along the way, then it is a good idea to send them an email about the show to make them want to finalize their purchase.
4) Analysis of the results :
It is important to know if your marketing automation has been successful. Therefore, it is necessary to analyse the results, to know whether or not the predefined objectives have been achieved. To do this, you have to look at whether or not the action for each target has been effective or not. For example, the objective is reached if the birthday promotion was used by the target person, if the number of subscription renewals was doubled, or if the spectator who abandoned his basket, finally bought his ticket. The analysis of these results allows you to rethink your content, your wording, and your audience development and loyalty strategy. Don't neglect this step!
5) Choosing the right tool :
Choose your tool in relation to the objective you wish to achieve and do not hesitate to ask for support in your first steps: " I have fully understood the logic of marketing automation thanks to my dedicated support manager," says Nina Jeanrat, CRM project manager at OGC Nice. Your CRM tool is therefore of paramount importance in the framework of your marketing strategy.
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