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Online Marketing

Knowing the Limits of Marketing Automation Software

As demonstrated by last week’s blog, finding affordable, effective marketing automation solutions is as easy as ever. Meanwhile, important questions arise when you look deeper into automation techniques. For instance, is it really the software itself that defines your success?

The Basics

What is the basic functionality of your average marketing automation strategy? On a general level, it’s helpful to think of automated marketing actions as being activated either at a regular interval defined by you, or when a certain condition arises, also defined by you. The ideal marketing automation solution will respond dynamically to your leads, learning as much about them as possible and allowing you to target more effectively. You’ll then be able to trust your site or email campaign to follow up on the right conditions with the right actions, producing a more personalized experience for leads as they move through the funnel.

Today’s Software

While the above is all well and good as a fantasy, it’s important to know how to separate the imaginary best-case scenario from the practical, actionable aspects of the technology. For one thing, a lot of today’s marketing automation technology focuses on things like email campaigns, which occupy the outbound end of the marketing spectrum. While this is an important and helpful part of any strategy, the fullest potential of automation lies in its integration with inbound marketing strategy. When something as dynamic and complex as an inbound strategy enters the mix, you can be sure that no single software solution for marketing automation will be your magic bullet.

Recipe for Success

If the automation software alone won’t necessarily guarantee you the best results, then what will bring you closest to that ideal solution? As always in digital marketing, it’s the person using the technology and the way in which they use it that will mean the difference between failure and success. Inbound marketing automation can take the effectiveness of your site — not to mention your overall customer experience — to another level, but only if you have the right people by your side to make it work. Opt for a team with maximum inbound experience and you’ll have a real recipe for success!

Even the most impressive strategy can fall flat when not implemented with the right tools and commanded by the right person. CAYK is here to help you and your business navigate today’s modern marketing world with skill and tact, so call us today at (403) 456-0072 to get started!

Categories
Online Marketing

Taking Advantage of MailChimp’s Free Marketing Automation

With so many different marketing tasks to keep up with in your strategy, things would be pretty overwhelming if it weren’t for marketing automation. Some automation solutions are more affordable than others, but thankfully the email campaign service MailChimp has you covered!

What is Marketing Automation?

Like any range of digital technologies, the thing that makes online marketing so powerful is its ability to streamline what you do and bring you to your goals more efficiently. Live chat connects leads and clients with businesses, social media brings communities together in personal and immediate ways and so on. However, when we take this principle of efficiency to another level, we get marketing automation. This is a practice that aims to make certain marketing actions self-sustaining so that you don’t need to carry out every little individual task on your own. This can either take the form of automated emails sent in response to a certain condition, or it can reshape the experience of your website to respond to visitors in a more dynamic way.

MailChimp’s Automation Tools

You’re probably familiar with MailChimp, which is a “freemium” service that has specialized in email campaign management for many years. However, in addition to its email campaign tools, MailChimp has also offered a few other digital marketing tools for advanced paying users. Recently, the company has made its advanced automated marketing features available to those who are using their basic free package. If a customer has left something in their shopping cart without purchasing, for instance, businesses using MailChimp can configure it to send an automated reminder email after a certain period of time. You can even configure more specialized custom automations.

A Helping Hand

Opening up the accessibility of automation tools to its free user base is a significant move for MailChimp. It means that a wider range of businesses will now be able to carry out professional and effective automated marketing tasks that can mean the difference between a lost lead and new loyal customer. People who were previously unaware of this strategy can now familiarize themselves. That being said, it’s important to bear in mind that these free features are still limited. They provide an excellent introduction to marketing automation, but to bring your high-tech strategy to the next level, joining forces with a professional marketing team is the way to go!

Marketing automation is just one of many different aspects of digital marketing becoming both more sophisticated and accessible for business owners everywhere. With the combined experience of everyone at CAYK, you can always go further! Call us at (403) 456-0072 today.