Marketing Automation or Drip Marketing Important Powerful Efficient
Marketing automation is defined by what it is you want to achieve. The tools are the same for everyone. What is different is implementation.
How do you define an automation strategy for you? It depends on what you want to achieve. As Stephen Covey penned, “Begin with the end in mind".
The interpretation of end being what it is you want to achieve.
The term drip marketing is not the same as marketing automation. Drip marketing is a component of an automation strategy.
- Marketing automation is a strategy to achieve specific targets.
- Drip marketing can be part of a marketing automation plan.
- Implementation tools are similar across industries.
- Best strategy is to identify what the desired outcome is before taking action.
The Myth About Marketing Automation
The concept of automation was initially birthed to support the 4 P's of marketing:
Today, automating the marketing process stretches beyond revenue generation or product launches. The ideas learned through the big business applications are now commonplace in small business, not-for-profit, and non-consumer groups.
For example, perhaps you want to start a newsletter to stay connected with an existing customer base. Automation works here.
Or maybe you want to implement a list building process focused on increasing membership for your chess club. Automation works here as well.
In other words, the marketing automation process designed for big business is easily implemented by any group, organization, or individual whose goal is creating a relationship, building awareness, or desiring a specific result from their target group.
- Small business, not-for-profit, and clubs can benefit from marketing automation
- Automation is not just to increase sales or promote a product/service
- Proper implementation starts with determining the desired outcome
Marketing automation is defined by what it is you want to achieve. The tools are similar. What is different is implementation. Jeffrey Doucet
What If Questions About Automation
Three what if questions focused on marketing automation:
1. What if I don’t have any contacts?
2. What if I am just starting out?
3. What if I am a small business
entrepreneur, or commission salesman?
In other words, will automation work for me?
Short answer – absolutely.
Long answer – if interaction with people is at the core of how you earn a living, then automation is a must.
More importantly, if your income is commission based, then automating the process by which you attract and retain your target group is absolutely essential.
- Marketing automation is people focused.
- Commission salespeople can easily implement thsi strategy.
4 Elements Marketing Automation Process
Once you grasp the what is marketing automation, implementation starts with four basic elements:
Although the 4 elements are listed in order, the process of marketing automation is not linear.
And, although some might argue that it is cyclical, that is once you arrive at step 4 start over at step 1, this also is not accurate.
People are predictably unpredictable.
Starting out, all is orderly.
Build a contact list.
As the list grows implement your communication strategy.
As your audience engages, secure a commitment through a call-to-action.
Then build a community of customers, members, or followers.
If you are just getting started, the what is marketing automation starts with determining what it is you want to achieve. Get your head around that. Implementation will be less challenging.
- Implementing a marketing automation strategy involves 4 elements.
- The process is not linear.
- People are predictably unpredictable.
- The first step is determining what it is you want to achieve.
Bonus tip: How To Easily Get Customer Feedback!