Marketing solutions are the cornerstone of modern marketing. Their propensity to alleviate the humdrum work commensurate with the field makes a solution an invaluable resource to anyone in marketing today. But like most other pieces of tech, you need to have the know-how to use them at maximum capacity. Otherwise, your advanced marketing solution is little more than an email machine. Here are some things you can do in your day-to-day operations to improve the value you get out of your automated solution.
This seems like a no-brainer but you should still do it. A certification in your automated solution can go a very long way. We covered the full benefits of certification a while back, and the points we made then still hold up. Most vendors offer some form of training in their product, with different levels of intensity. If you have a particularly extensive solution like Hubspot, Pardot, or Marketo, there’s a lot of advanced features and functionalities that the average team member just is not going to be able to fully master. If you have someone (or are someone yourself) that knows the ins-and-outs of the software, you have access to the full potential of the program. At the end of the day, at least one certified team member can make all the difference when using marketing automation.
Retarget and Restructure as Often as You Need
One of the older problems marketers used to face back before the technological age was the hassle of restructuring and retargeting new potential leads. Automation has greatly alleviated this problem as restructuring landing pages, retargeting new leads, and more are made simpler and streamlined by a solution. Since automation makes these changes almost trivial in their simplicity, it benefits you greatly to restructure if a strategy is underperforming. Is that landing page not generating enough click-throughs? Just remake it in the software. The tools are there and you should use them liberally when you need to. But how do you know when it’s time to restructure and reorganize?
Acting on Reports
Every solution offers some form of reporting, a way to see the effectiveness of your endeavors at varying levels. Monthly, weekly or daily updates on your efforts are available to help you reassess and plan. If you have a resource like that available, you should be using it to its fullest extent. Otherwise, there’s almost no point in paying for the software.
Yes, automation is great. But until we get to the point where your AI-powered software can create engaging content for your leads on its own, content creation is squarely on a marketer’s shoulders. Content marketing is far and away the most statistically effective tool in the modern marketer’s toolkit. But a solution can’t create it; at least not directly. What a solution can do is give you time to work on it yourself. The solution does your old job while you work on content to draw some new eyeballs to your organization.