Time is money when you charge clients by the hour, which makes every minute all the more precious in digital marketing.
At some point, in order to limit spending as much as possible without having it impact the quality, shortcuts will have to be made in non-creative/strategy areas. It has to come at a point where critical mistakes can’t be made that would disrupt the integrity of a running campaign.
Say your goal is to acquire leads. You get the leads through a series of campaigns and then you need to offload them to a separate document. But if you have several hundred leads, copying and pasting every name, number, and email address is a painstaking task that would take hours.
The process needs to be consolidated, so that the same result is reached in a matter of seconds, rather than hours.
Automation allows the process of organizing leads and building processes to be expedited:
“You don’t have to manually add every client or lead into your database. If someone wants to work you or just inform themselves, you could have them fill out a form. Then, that information can be automatically added to the database.”
So rather than tediously combing through campaign after campaign and uploading them individually, marketers can simply link their campaigns with an automation tool that will automatically upload the leads.
This cuts down hours of work that would otherwise be wasteful if done by any other method. It would literally take multiple staffers copying and pasting every name, number, and email address that we acquired, in order to save as much time as possible.
Since we employ automation, however, more time can be spent on important matters that need attention-to-detail, like creative and strategy.
Zapier, the automation tool we use, links with Google Spreadsheet, Facebook Forms, Twitter Forms, and Google Analytical Forms.
Automation is becoming an increasingly utilized tool because of how much it improves productivity. Backed up by Nucleus Research, “marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.”
Even more intriguing was a study done by The Annuitas Group, which found “Businesses that use marketing automation to nurture prospects experience as much a 451% increase in qualified leads.”
For any size business, but especially for larger ones that can be inundated with hundreds of leads per day, automation is a means of consolidating time and improving organization, which obviously factors into time constraints.
Once you possess those leads, thus begins the process of creating a workflow to reach out. Here’s a good example of an automation workflow from Marketo:
We take this approach with email marketing campaigns. Once we gather our leads, we’ll strategize an approach to reach out to these leads in a manner that isn’t too overbearing, but one that reminds our recipient that we’re here.
Put yourself in the shoes of your recipient. You don’t want email after email every day, right? It gets irritating really fast and actually leaves a sour taste in your mouth about a company that you were formerly interested enough in to give your email to.
Instead, create a personal relationship that doesn’t rely on a sales-y approach that makes your motives clear. I’ll leave the email marketing tips for another blog (This one I already wrote, in particular), but any good marketing manager will attest to quality over quantity.
Above anything else, ensure that you already have a plan in place, including your email marketing nurture flow and the automation tool that works best for you.