Are You Automating?

Jeremy Hood
Nov 1 · 3 min read

There’s no doubt it takes time to grow and maintain a business. From strategies to marketing to tracking, you may find yourself wishing there were more hours in a day. However, with the volume of marketing automation software out there, you’re able to save yourself or your marketing team a great deal of time, IF you actually use it.

What Is Marketing Automation?

Serious businesses have lead generation and marketing plans. You want and need hot leads that can funnel all the way down to a sale and/or long-term customer. That process of getting leads and following up on them is where marketing automation comes in. Essentially, automating your marketing is using software that automates various market activities so you don’t have to use your time to do it.

It’s automating various aspects of your marketing process or lead generation, letting technology deal with leads and potentially generate additional leads. Common automation companies include Infusionsoft, Drip, ConverKit, and Mailchimp. The software will help you in various ways, from grabbing new leads from an opt-in form to automatically sending out follow-up emails in a sequence that you create based upon their behavior.

Marketing Campaigns

As you create new marketing campaigns, using marketing automation will allow you to come up with a set of rules for each lead. For example, if you create an opt-in and someone indeed signs up, they will automatically receive a pre-made email that might prompt them to make a small purchase. Or, someone may make a small purchase, so they’ll receive a different series of emails that might ultimately prompt them to make a larger purchase or perform another task you desire.

Marketing Software For Beginners

If you’re just starting to use marketing automation software, start simple. Perhaps you can have an opt-in form on your landing page encouraging readers to sign up for your email newsletter. This gets them on your email list, which will come in handy later.

You might want to use a free resource, or lead magnet, to entice them to sign up, such as a free guide or resource. Just be sure you follow up and deliver what you promised to give.

From there, you can use automation software to separate warm leads from cold leads and “automate” accordingly. For example, someone who opts to download additional content via an email would be a warm lead. You would have a series of emails created and sent for warm leads, prompting them for another action you desire, such as a large purchase.

For someone who does nothing, or a cold lead, you could have another series of emails sent to them that might warm them up to a desired action. Or, you could have an ad embedded in an email, like using the Kind Ads platform, that prompts them to click through and monetize that way. These are called automation workflows and are set up in your automation software.

Wrapping It Up

Essentially, marketing automation allows you to respond to leads based on human behavior, sort of like if you were talking face-to-face with someone as you try to make a sale. The automation of certain emails are based upon the customer’s actions, giving you a greater chance at gaining a long-term customer somewhere down the road. This makes for an effective marketing strategy that will help you grow your business.

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Jeremy Hood

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