Content marketing is a tug of war. If your goal is to get your audience’s attention, you must attract new customers without canceling your work for those who are loyal to the brand.
Companies now have much more time to focus on expanding their digital marketing efforts, as personalized marketing and sales options have narrowed due to the current public health crisis. But to expand, you need to automate your campaigns.
However, the process is not as simple as turning on the oven and cooking the contents. This approach is like leaving a Thanksgiving turkey on the chicken without worrying whether the skin will darken.
If you are not careful with your automated system, you can burn and alienate people in these difficult times – those who are loyal to your brand will notice when your content is less current, quality, or personal.
However, automation doesn’t have to isolate its biggest fans. Remember the following three tips for maintaining customer confidence by optimizing your workload.
- Treat your automated campaign like a child
Don’t think of your software as an AI-powered robot. Instead, imagine it in human terms: your brand is your baby and your campaign is your brand. Treat it like your child would:
First, track the performance of your campaigns
Some pediatricians recommend keeping diaries of your child’s eating, sleep, and weight loss patterns. Treat your marketing work the same way: automation systems like Ontraport often provide real-time performance updates so you can regularly check the “status” of your marketing campaigns.
Say you’re working on an upsell campaign, but don’t get paid. Try segmenting your campaigns by channel, center, and stage of the buyer’s journey to determine where potential customers are coming from.
Second, reevaluate at predetermined intervals
If your child is small, take him to the doctor more often than when he is an adult. You should take the same regular exams for your campaign.
In some companies, this should be done weekly. For others, it should be once a month. Consider the duration of your campaign and product or service to determine its frequency.
In general, product campaigns with a shorter purchase path should be monitored more often.
Third, make changes regularly
If a disciplinary tactic does not work for your troubled child, do not try the same method. If your campaign is unsuccessful, take a look behind the scenes. The issue may be a configuration, such as a follow-up email that is scheduled too late, or a content issue, such as an invalid copy of the email.
Adjusting your tactics can produce results.
- Customize your customer campaign
Automated campaigns are not for everyone. As tempting as it may be, don’t use scripts to save time – blocking people with spam is a surefire way to destroy your email list.
One way to get more personal is to use avatars. You may not know much about your buyers other than your name, role, and company, but you can still guess their weaknesses: a social media manager is probably tired of dealing with trolls; a financial director is always looking for cost savings. Customizing content based on roles avoids the “limited” effect that super personalized emails can create.
Add these people-specific emails to a drop-in campaign – telling your system what to do when customers click, don’t click, respond, or otherwise respond will help you deliver relevant content at the right time.
- Reinforce the main supports
Like children, automated campaigns must teach a city well. Ask the following questions when optimizing your automation program:
- Am I posting high-quality content on a consistent schedule? Automation is just the delivery mechanism. Your content still needs to be engaging and educational so you can reach the people who actually read it: your fans.
- Automation systems only make sense if the people using them are properly trained. Some marketing automation vendors have published online guides for using important functions. If you are interested in a tool that does not contain instructions, you can order a manual directly.
- Am I measuring what is important? If the leads don’t complete the funnel, remember that even conversion experts like Invespcro convert only about 3% of potential customers to your funnels.
Optimizing the number also means measuring related statistics. Try to send scoring surveys from the net promoter to loyalists and ask how satisfied they are with your frequency and style of disclosure.
Whether your automation initiative is just starting or almost ready for school, it deserves your attention. “Automatic” does not mean speakerphone. Start with good content, adjust it carefully, keep people using your tools up to date and check it regularly.
Nothing less, and your fans won’t be around for long.