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Marketing automation gives small businesses and startups a fighting chance. If it’s just your in-house marketing team vs. that of a large corporation, you’ll burn your resources trying to keep up manually.

Automated marketing lets you manage your time better by carrying out certain tasks for you. You can then spend more time evaluating your campaign and interpreting analytics — everything outside the realm of automation.

Create a database

Businesses use to only work with contact information and leads. This made the conversion process a total shot in the dark since the leads were indistinguishable from each other.

Automated marketing provides a wealth of information regarding leads. According to this Entrepreneur article, the first thing you should do is create a database:

“Marketing automation can help you determine which style of language or tone works best with different audience segments, which audiences are more likely to buy certain products and when your customers are most likely to shop. It even can help you understand where you might be losing customers who drop off during their digital journeys. Why do they abandon their shopping carts? How can you give them more incentive to complete the sale and drive conversion-rate growth?”

The first step is to collect information, and marketing automation does that for you.

Measure everything

Once you have access to customer data, you can start to pick and choose which metrics you’ll look at. As stated in the article, you can even track the point where you’re losing leads in the buying process.
Now you can take a look at the content and sales tactics that correspond to that point. One by one, you’ll fix all the weak links in your marketing campaign.

Test your new strategy

Evaluation is crucial when it comes to automated marketing. If you’re basing your decisions on metrics and analytics, then you have to see if your new tactics lead to any improvement.

This works well when you isolate a variable, like email click rate, for example. When you test multiple metrics at once, it’s difficult to see the impact of your adjustments.