Marketing Automation Project Management

Marketing Automation Project Management
January 17, 2017 Mina Park

With increasing business competition in the world, and more and more businesses battling for the consumer’s dollar it’s becoming increasingly important for businesses to start automating their marketing. To do so they need to treat it like a project. That means setting key milestones and developing strategies to ensure that your marketing automation runs smoothly and gives you the best possible results.

Marketing Automation Project Management Considerations

Before you set up your marketing automation, you need to first break the project up into various parts, with the first one being what you hope to achieve. Are you seeking more customers, or are you hoping to gain awareness? If you’re seeking awareness, then you’ll want to reach as many people as possible.

One way to achieve this would be to set up an email subscription form on your website like increasing numbers of businesses are doing. This only works if people already know that you exist. If however, they don’t, the best thing to do is to create Facebook ads that will take them to your website where you can then capture their details and add them to an email database. You will no longer need to manually contact your customers or potential customers.  You can do that with an automated email system that will send them periodic emails if you want it to.

One such email system that is great for automation is Salesforce Marketing Cloud, which allows you to set up automated email campaigns after people have subscribed to your emails. An automated campaign can have as many emails as you want it to, and it can be sequential based on your desired outcomes. It could be that you want to inform your customers about a new product range, or that you want to contact them at set intervals based on world events, for example, you might have an automated email to go out at Christmas and Easter Holidays.

After you’ve set up your email automation, you’ll naturally want to track the results and you can do this using automated systems as well. When you use Salesforce Marketing Cloud, you can easily track the progress of your campaigns.

Of course, we all know that email isn’t everything in an automated marketing campaign, you’ll need to track the results that you’re getting from your website and social media. These numbers are also automatically collected. Facebook captures analytics in the Business Manager and gives you a breakdown of who your audience is and how many people have seen your ad or clicked on your page. Meanwhile, Google Analytics is extremely detailed in the information it automatically captures. It will capture the age, location, browser and interests of those visiting your website. This information will undoubtedly make a huge difference to how you run your business and the results you get.

With these tools, you can effectively run your marketing using automated systems, and by treating each component as a piece of the project that is ultimately designed to increase your customer base and revenue. Automated systems are excellent because they require little investment and can generate thousands of dollars in revenue.