Follow these 7 Marketing Automation Best Practices to Grow

Being a Marketing strategist or a customer success manager has its own challenges to update the practices that you apply for improvements. You cannot excel in your business goal achievement without applying the best practices to the picture.

Here in this blog, you will learn a few basic and best marketing automation practices for a marketer.

Best 7 Marketing Automation Best Practices to Grow

Let’s Understand the best practices for marketing automation here:

1- Visualise data

Marketing Automation Best Practices: The whole idea stands on the core logic of understanding your customer data. When you are unaware of the content relevancy for an unknown behaviour, then it becomes difficult to expect results.

Segmentation is one of the key practices that marketers should follow to bifurcate the audience as per their product affinity or at times channel affinity. Heavier the segment criteria, more refined are the audience.

You need inputs from your website data to know the browsing patterns, purchase analysis to further gauge the customer needs.

This gives you high ROI and low subscriptions.

2- Create a blueprint for your workflow strategy

Marketing Automation Best Practices: Every strategy germinates in a marketer’s mind. But that needs to be visualized first with a simple blueprint layout. It could be done on a whiteboard or a paper or a digital slate, but it needs to be done.

This helps you create a straightforward path to achieve your desired business goal. Then you start on creating the necessary elements to reach there like channels, data, content, webhooks etc.

We also call this process a dry run. In this you define a step by step action plan with expected timelines and results. Ultimately you end up creating the same with a journey builder application.

3- Define the timelines of Activity

Marketing Automation Best Practices: Your workflow strategy should be based on a calendar theme. Be it festival-based planning, public holidays, or any other occasion, you need to have an engagement timeline. When to connect and when to give a break, needs to be augmented into your strategic mind. 

Time gaps between 2 communications need to be humanly logical. We have to give space to our customers. At the same time, this should not be too far as well, as we can’t risk a lead due to delayed engagement. 

So a marketer needs to fix up his total relative time span of a marketing journey as well as intermediate time gaps of communication activities. For example, you can use the ‘wait for events’ trigger to make this smarter, which is available in most journey flow builders.

4- Use more and more data filtration to refine the audience

Marketing Automation Best Practices: Try enriching your database as much as possible. This is the best way to ensure refined data. While you create segments, it becomes much easier to classify data with more number of customer attributes and customer behavior activities.

Connecting CDP data can give an eagle’s eye view to identify the right target for a specific product or maybe a service. If you maintain a unified view of a customer across multiple touch points then it helps you to understand their preferences. 

This helps further in curating a more personalized approach to reach them.

5- Include Hyper-Personalization in your campaign Approach

Marketing Automation Best Practices: Every communication touch that you are having with your customers should be able to take him to a personalised space, which can relate him to your content. 

Simply meaning, make your content hyper personalised if possible. That can lead up to business goal activity. This will include web connectivity and app connectivity to make your content connected with latest online behaviour based suggestions.

6- External data intelligence is most welcome

Marketing Automation Best Practices: Data intelligence applications are making speedy advancements to change the marketing scenario. Platforms like CDP, CRM, BI, and segment management are very well creating predictive analytics to understand customer acquisitions and churn behavior. 

Social feedback engineering is one of the key practices to include generic data across a large database. You can’t ignore your customer pulse, which comes out in true colors on social platforms. Somehow or other, you need them in your marketing automation’s scheme of things.

So naturally, as a marketer you can’t ignore the opportunities coming through them and somewhere have to connect your marketing automation platform to these assets as well.

7- Improvisation is a must marketing automation practice

Marketing Automation Best Practices: Running an automated workflow is not a straightforward line activity. You might have to encounter errors, design failures, and lower-than-expected ROI to name a few. This is natural to happen when you are trying to implement new strategies and techniques.

This is why, a marketer or a person who designs these setups and flows should embrace improvisation as a humble friend. 

This simply means doing trial and error activity till your expected results are visible. Although you should plan your stepwise program during the dry run, there can still be room for improvement during the actual executions. You can start with test environments to minimize the production level impact.

Conclusion

A marketer will need to advance with technology along with his marketing sense and experience. It would not be an overnight turnaround, as trials and subsequent errors would be there to make your journey self-evolving. 

The best tools and best external application connectivity will ensure that you are in sync with customer expectations and your own business goal.

Keep the above practices as a part of your engagement plan and we assure you that you will only gain positives from them.

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