Marketing is like Gardening…. Marketing Automation

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Wrapping your head around a concept like Marketing Automation, still foreign to many, is like wrapping a thinly sliced piece of prosciutto  around a piece of melon dew and it melting in your mouth! It’s so worth it!!

 
So many small to large sized companies are still not on the band wagon when it comes to making their life easier.  What in the world is this marketing tactic that seems to be the new wave of marketing management?  Let’s take an in depth look and see all the intricacies involved in running a software program designed to manage marketing campaigns seamlessly.
Marketing is like gardening. It starts with a seed and you nurture it until it is sprouting and over time, it grows into this beautiful, fruit bearing plant/tree.  It has the tendency to become a mammoth. You take care of it with “kid gloves” and water and feed it daily/weekly/monthly/yearly.  It takes time to grow. There is no end to taking care of the plant/tree.  It needs continual attention, sunshine, and water.
Much like Marketing.  It doesn’t grow overnight and develop fruit instantaneously. It takes time. It takes time to find the right target market, to impress upon them about your services or product, to see the “light” that your company is the best caretaker and blooms full of revenue!  This process, drip marketing, is more smoothly created in a marketing automation program where the client/consumer gradually hears about what your company has to offer. The more “touches” you have with the target audience, the program will slowly nurture and convert them over time to see “the light” of your business and win them over!
Simply put, there is a beginning, the top of the sales funnel, but as you slowly nurture them through the sales funnel until a decision is made, your company must create the story of the “why” they need your product or service compared to any other competitor.  The biggest reason why marketing automation can be used in a successful marketing strategy is that it has the ability to connect the dots through several communication channels.  The multiple avenues of communication needed to reach an audience is necessary to convey the “why”.  In today’s society, we are visual, content driven, value driven and technology savvy individuals and we are EVERYWHERE on the world wide web. Therefore it’s necessary to approach this multi channel marketing in a systematic strategic approach.
The “WHY” and the “Benefits” of implementing a marketing automation platform into your marketing strategy:

  • Streamlines the marketing process
  • The ability to generate and qualify leads across multiple channels
  • Collaboration of the sales and marketing goals and objectives
  • Improved conversions of leads and tracking the measurement of ROI
  • More than “just” an email marketing platform
  • Be  careful of under utilizing the platform and adaption of the new processes or “bucking the system”

 
Here is the breakdown of the multitude of choices to choose from when it comes time to strategically manage the marketing campaigns:

  1. Do you need a marketing automation program?
  2. Choosing a marketing automation platform is not a “one size fits all” concept.
  3. Do a comparative analysis of the different capabilities, pricing and features of the platforms.
  4. Engage in a demo session with each one.
  5. Before deciding on a vendor, get some references from current users of the programs.
  6. Is there a FREE trial period?
  7. Negotiate a contract. With training and on boarding of the processes.

 
With all the choices of marketing automation platforms, there are ones that are specifically designed for small to mid sized businesses and enterprise large scaled businesses.  Take the time to look at all the aspects before deciding.
 
About CBJ Promotional Avenues:
CBJ Promotional Avenues (aka CBJPromos)  is a boutique digital marketing and event management agency, that helps small to medium sized businesses with their marketing and event planning, implementation and execution. To help them effectively convey their messaging across multiple platforms with a concise and clear message. To learn more about CBJ Promotional Avenues or Call to book a consultation..cbjpromos1@gmail.com

 

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