Do you find yourself spending too much time and money doing the same marketing tasks over and over again?
If so, it may be time to start automating some tasks in your business!
In this week’s episode of the High Level Thinking podcast, Andre’ sits down with Skip Shean to discuss Marketing Automation. Skip Shean is one of the most knowledgeable people when it comes to marketing automation and is a Certified Partner with Active Campaign.
Some things we’ll discuss in this week’s episode:
- What is Marketing Automation?
- How Retail Businesses Use Marketing Automation
- How To Start Using Marketing Automation in Your Business
What is Marketing Automation?
Marketing Automation is simply using software to automate repetitive marketing tasks within your company, like sending follow up emails to clients!
Skip explains that the biggest motivator in automating your business is having a “healthy degree of laziness”.
Even if you don’t consider yourself lazy, you probably have plenty of other things you could spend your time doing!
Another reason that businesses turn to Marketing Automation is due to a lack of employees.
Skip explains that he first discovered Marketing Automation when he began working as CMO of a company but didn’t have the resources to hire as many employees as he needed.
It will definitely require some work to get your automations up and running, but once they are complete, you will have taken a lot off of your plate!
How Retail Businesses Use Marketing Automation
Retail businesses have been slow to adopt to automation, but it can be a great tool for getting website visitors into your store!
Simply put, Marketing Automation will help convert lookers into buyers.
For example, a jewelry store may provide a free piece of valuable content on its website in exchange for the user’s email address. This is what marketers refer to as a “Lead Magnet”.
After the user fills out the form, the marketing automation software will begin an email sequence that encourages the user to visit the store. These emails will contain content that answers common questions or objections about the store’s products, offers special deals, reminds them of special programs like financing, or other motivators.
Marketing Automation can also be used to follow up with users who frequently visit specific pages or products or to follow up with someone who has placed something in their shopping cart but has not checked out.
These emails can be personalized to look as if they are coming from a salesperson, and when the user replies, that message can be sent straight to a salesperson.
Skip mentions that people do not like receiving phone calls as much as they used to. Sending follow up emails automatically through email may be a better way to reach the user, plus it gives them a reason to call you instead!
It is important to mention that Marketing Automation is different from Email Marketing. If you are currently using Email Marketing, you are probably sending emails to your entire list at once on the same subject, like a sale.
Marketing Automation enables you to reach the user when they are actively interested in what your brand has to offer. It also tailors the message according to what each specific user is looking for.
These automations can replace many tasks, and even assist your salespeople in other tasks!
How To Start Using Marketing Automation in Your Business
The first step to implement Marketing Automation in your business is to find a great Marketing Automation platform.
Skip is a big fan of Active Campaign (this is also the software that we recommend to all of our clients at High Level Thinkers).
Active Campaign is certainly not your only option, but it is very user-friendly and comes with great support from the company!
In fact, the software is so simple, that if you can write out your desired automation sequence on a piece of paper, then you can do it in Active Campaign!
Active Campaign also has high deliverability and great features that help you reach as many users as possible.
The platform uses Artificial Intelligence to learn when the best time to send an email is according to the individual user.
Many companies have to spend a lot of time thinking about when to send emails. Instead, the system actually learns when each person typically checks their inbox.
Then, they will time that email to be sent right before they would typically check their email so that it is at the top of the inbox and most likely to be clicked on
This is important because you can write the best email with the best call to action and best content, but it’s all worthless if the user doesn’t click on the email and open it.
If you are just getting started with automation, it is important to take a Crawl, Walk, Run approach instead of trying to do everything all at once.
Skip says that the biggest mistake people make is trying to completely transform their business all at once.
He recommends starting with one short, simple automation and see if it works for you.
Then, start making notes of any activities that have to be done on a regular basis or any questions that you have to answer all the time, and create flowcharts of what you would like the communication sequences to look like.
Finally, you can work with a marketing or automation expert to implement and refine that automation into your business.
Skip recommends adding 2-4 very small and short automation sequences a month and you will most likely have automated most of your business by the end of the year.
To contact Skip Shean visit 16wells.com