There are plenty of reasons why you should be using marketing automation in your business. In this blog, I’m going to take a look at the first three reasons that spring to mind… Mainly because my son is having a bath and I estimate that I only have time to write a few paragraphs before I have to go help my wife 😉
So here it is… the first three reasons that spring to mind are:
Reclaim Your Time
I’m yet to meet a business owner who has said, “You know what Shane… I started my business to work 80 hours a week and to sacrifice all the stuff I like doing” but the sad reality is that there are so many business owners in this exact position. I can confidently say that most business owners start out with the vision of “freedom“…. however many business owners get stuck with the exact opposite.
They become slaves to their business and are petrified that if they step away for any period of time, you know, for a holiday or something, then the business will collapse. If you’re in this position then I have some news for you… it sounds like you’ve built a job for yourself, rather than a business.
A business is simply a series of systems that are deployed to achieve an objective… usually about serving clients profitably. Marketing automation, in a nutshell, is a system that allows you to automate many of the tasks in your business. When used well, it can free up significant amounts of time.
Consistent Client Experience
Whenever I talk about marketing automation, people instantly think of the front end… acquiring clients. The reality is that marketing automation is extremely useful in helping your business deliver a consistent client experience. This is a good thing for a number of reasons:
- Every client receives the same onboarding experience
- It reduces the chance that crucial onboarding tasks are missed
- Clients can be “trained” how to interact with your business, i.e. how to contact you, who to contact etc.
This area has been a focus for me recently since I gave my own onboarding experience in my offline business a complete overhaul. I’ve also helped some clients supercharge their onboarding experience. If you haven’t given much thought to your onboarding experience, then I encourage you to do so. If you have any questions or are looking for ideas, just leave a comment and I’ll be happy to help.
Advance The Client Journey
The Client Journey is simply the process that someone takes to go from a complete stranger to your business or brand to becoming a client… and eventually an advocate. It’s possible to use marketing automation to advance the client journey, well, automatically.
For example, some marketing automation systems allow you to ‘tag’ clients when they perform certain tasks (e.g. visit your blog five times + your contact page). This may indicate that they are no longer a ‘stranger’ to your business and are now evaluating your business as a potential solution to a problem that they have. When set up correctly, marketing automation will allow you to lead your prospects through the client journey… and the best part… you don’t actually have to be there!
Well, I can hear my son getting ready to get out of the bath so it’s only a matter of time before I hear, “Shane, can you come helllppp”, so I better wrap this up.
When used correctly, marketing automation can free up time, help you deliver a consistent client onboarding experience, and to advance the client journey. It’s important to remember that marketing automation is a ‘tool’… just like a hammer… so it’s effectiveness is limited by the user. If you mishit with a hammer, you may end up with a sore thumb… if you don’t deploy marketing automation properly, then you may not reach your business objectives.
I’m keen to know, what areas of your business cause you the biggest headaches at the moment? I’d love to read the comments and see whether I know of any automation that could help…