Understanding Inbound Marketing Automation Strategy
A very simple definition of marketing automation is the use of technology to automate and simplify tasks, most commonly associated with the sales process.
Our unique approach to marketing automation considers two primary types of strategy:
Inbound Marketing Automation. Technology that automates the process of developing incoming leads and moving them through the customer journey.
Outbound Marketing Automation. Technology that automates the process of reaching out to key prospects to generate qualified leads and move them through the customer journey.
In this “Ultimate Guide” we consider inbound marketing automation specifically. If you’d like to know more about outbound marketing automation, we cover that in a separate guide.
In its simplest form, inbound marketing automation communicates with prospective customers, moving them along the customer journey toward a purchase, without human intervention until it is required or likely to be profitable.
Visualizing How Inbound Marketing Automation Works
To simplify the learning process, we created this diagram (below) that illustrates how a typical inbound marketing automation strategy works for many of our clients. Here are the major components of our unique approach to inbound marketing automation, which are based on the basic marketing formula that drives everything we do at Source Local Media:
Targeting. We determine all the potential channels and sources of new prospects for inbound marketing, the most common of which are illustrated here.
Messaging. We craft what needs to be said in response to any inbound prospect opt-ins (i.e. communication), and how we visualize the message alongside the copy.
Reach. We experiment with sequences of communication methods and timing to determine what converts the most prospects into actionable leads and other outcomes, such as on-line sales, etc.
Results. We track all outcomes to be able to analyze, iterate, and optimize your inbound marketing automation strategy over time using our Bullseye Digital Marketing Method.
Developing Your Own Strategy
Every business is different. Every customer journey is different.
We believe any inbound marketing automation strategy should be designed to interact with prospective customers the same way you would in-person. It should never be obvious that the communication is automated, because your business and your brand is built on personal relationships; not computers.
Starting from that perspective, diagramming the customer journey from awareness to purchase and recurring loyalty becomes the foundation of your strategy. Then, it’s a matter of determining which marketing automation platform and tactical execution will give you your desired interaction with customers.
We Can Help
Our team develops inbound marketing automation that feels very natural and human. If you’re struggling with the idea of marketing automation and want to explore it further, we’ll invest time and effort building a relationship with you long before we ask you to invest in us.
Just schedule a free initial marketing consultation and we’ll walk you through our approach and best practices while we learn more about your business and the goals that are driving your interest in inbound marketing automation.
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