Written by: Cristina García
If there is any aspect of Inbound Marketing a technology company should master, that is automation. It is a technical concept applied in the day to day of technology business and Startup’s. Hence, applying it in your company’s online marketing methodology is a must.
The main goal of marketing automation is to make profitable the time you dedicate to your digital strategy campaigns. That is, to help you prioritize and carry out marketing actions in a more agile and efficient way. So achieving your goals is not a headache.
Automate means to program marketing action linked to a campaign, and bases its operation on one or several software. That is, marketing automation aims to take full advantage of all the platforms in which marketing actions are carried out using tools that can be synchronized.
From the definition to the segmentation of your customers, the generation of workflows, lead nurturing, lead qualification, sending personalized messages and comparison of metrics and results. Actions that are intended to lead your potential customers through the sales funnel in a controlled way, until they become final customers and loyal ambassadors of your brand.
But remember that marketing automation also needs attention to make it work effectively. You want to be competitive, so in terms of online marketing you have to know what you send (message and format) and how your visits and your prospects react in all your online distribution channels. While it saves you time in the execution and programming phase, analyzing your actions is still equally important.
Before you head off, be clear that your company needs to start from the segmentation of your contact database. You cannot offer the same content to prospects whose needs are not exactly the same. It makes sense, isn’t it? So a good online marketing or Inbound marketing campaign starts with content creation.
Creating content is not always easy. Sometimes we are not inspired. But once you've done a search for the keywords your potential customers would look for, you should have it clearer. Even so, there are tools like Google Alerts that can help you find content if you have to customize the time you spend.
Of course, to manage your content you need a CMS to program and distribute it, as is WordPress. But whatever your Startup uses, keep in mind that you should post regularly. If you want advice, you can repurpose your publications content in different ways. Depending on who you are targeting and his position in the sales funnel, you can take advantage of the same knowledge from a different approach.
Also, if you insert an RSS plug into your blog, you can notify your subscribers with your the latest posts. If you integrate it with tools like MailChimp, you could send automatic notifications via email too. And if this is integrated with your CRM you can control what content you send based on the preferences of your leads.
Keep in mind that for example, in an emailing campaign, each workflow you generate can be linked to a clear goal. In this way, through the analysis of the results you get, you can know if your emails reach those goals.
As you know, social networks are also nourished by content. Facebook is the great platform that allows you to automate your publications in your professional account. To automate your Twitter posts you can use TweetDeck, a very intuitive tool that will facilitate the publishing process.
If not, you can also use IFTTT, 'If this, then that', which although it is not exactly a tool to publish in social networks, it is interesting to program various actions on these platforms.
What about content that converts? Landing Pages are specific pages that your potential customers access through CTAs that lead to content offers or offers in general. They are one of the most important pages of your website, because they are where you can collect the your visitors contact information. PageWiz can help you work on your landing pages.
Obviously, all these tasks are integrated into HubSpot. But as you know, we are here to give you different options.