If you’re a startup owner or founder, you know that marketing automation is essential to your organisation’s success.

Whether it’s from a customer acquisition or retention standpoint, successful marketing, specifically marketing automation can increase customer lifetime value while reducing customer acquisition costs.

In this blog post, we’ll show you how marketing automation can benefit your startup, and provide some tips on getting started.

The items we will cover in this article include:

  • Defining your target audience
  • Figuring out what content they need
  • Automating key processes
  • Setting up lead capture forms
  • Utilising email marketing effectively
  • Analysing and improving campaigns

Define your target audience

‍Defining your target audience is the first step towards a successful marketing automation strategy.

Knowing who your target audience is can help you create content that speaks directly to them. It all starts with creating persona profiles for the people you are trying to reach – breaking down their needs and interests, age, job title, desired outcomes, etc.

Once the persona profiles have been created, you will have a better idea of how to craft content that resonates with them and encourages them to take an action.

With this information in hand, you’ll be able to tailor your message in a way that truly captures the attention of your ideal customers.

Figure out what content they want and need

Whether it’s that elusive perfect customer profile or a comprehensive knowledge hub of your industry, when it comes to content it pays to take the time and do some deep digging.

Content can help foster relationships with potential customers, cementing you as an expert in the eyes of prospects.

What needs to be taken into account, however, is how the content is presented; tailored versions built for different stages of customer engagement will ensure that all users find what they need when they need it.

Knowing your target audience and taking the time to figure out what kind of content best resonates with them is half the battle. The other half comes from creating engaging content that brings ideas to life in a captivating way whilst keeping people informed about industry trends and developments.

For example, if your audience is of a younger demographic, you might prioritise video content over an older demographic, which might value written copy higher.

The important thing here is to deeply understand the type of content that resonates best with your audience and create that type of content across key topics of expertise.

Automate your marketing processes with software or services

‍Automate your key processes and tasks to save your team a lot of time.

There’s so much that goes into successful sales and marketing and having software or services to automate tedious tasks can really help boost your organisation’s efficiency.

From simple tasks such as segmenting your contacts within your database (such as lead scoring and lifecycle marketing) to complex reporting insights from campaign and channel performance, automating your processes allows you and your team to focus on the tasks that have the higher impact.

Another key benefit of automated systems, is the ability to dramatically reduce the potential of human error, ensuring increased across each task and process.

For example, when looking to send followup emails to prospects and customers, instead of relying on manual effort to select, type and send these emails to each contact, you can set up a series of automations that use personalised email templates to send these emails to multiple contacts.

Overall, automating your marketing processes is a great way to streamline business operations and boost organisational productivity.

Set up lead capture forms to collect contact information

Capturing customers’ information can be daunting. You not only need to find ways to get potential customers to share their contact details with you, but also have to make sure those details stay secure.

To help keep your business operating smoothly, setting up lead capture forms is a must.

This is because getting new contacts into your CRM and pipeline in conjunction with the right systems will allow your organisation to quickly segment each contact into the right customer journey stage.

Examples include:

  • High-priority qualified prospects that are ready to buy your solution (about 5%)
  • Prospects that are in the consideration phase and evaluating solutions (about 30%)
  • Prospects that won’t be ready to buy for some time, however, are still open to learning more about your solution (about 65%)

Lead capture forms are an easy, quick and effective way to gather vital customer information which you can use to launch effective marketing campaigns to contacts based on their customer journey stage.

Use email marketing to stay in touch with leads and customers

If you’re looking for an effective way to keep in touch with leads and customers, then email marketing is definitely one of your best options.

While there has been an emergence of other digital channels in recent years (i.e., video marketing, social media and paid advertising), email marketing still remains by far the most efficient way to gain the highest ROI per dollar spent.

Email marketing is fast, convenient, and brings instant results when done right.

With email marketing, you can segment subscribers into groups according to criteria like location, the type of product they’re interested in, or the size of their purchase/service purchased or subscribed to.

This allows you to precisely target campaigns and ensure that each message resonates with its respective audience.

Emails are also highly cost-effective compared to other marketing channels since they require minimal resources and no direct labor costs. Plus — emails make great incentives! Everyone loves receiving relevant and timely promotions and discounts in their inboxes.

(Note the emphasis on relevant and timely).

Use data that you have for each contact within your CRM in conjunction with behavioural data you have tracked across your website and other email marketing activity, to provide contextually relevant messages to each contact.

This way, your emails will always be well received because your audience will appreciate you taking the time to understand what topics, products and services they are interested in.

Analyse your results regularly to see what’s working and adjust accordingly

Evaluating your progress and keeping an eye on the results you’re getting from your current campaigns, initiatives and strategies is a great way to stay ahead in any competitive landscape.

By regularly analysing your results, you can easily identify what’s working towards achieving your goals and what needs to be changed or adjusted. It allows for an opportunity for growth and improvement as you expand and develop plans.

Not to mention, it also helps you save money by eliminating ineffective approaches in favour of more efficient solutions.

To effectively analyse campaigns, set up a dashboard for each campaign that includes multiple reports that measure the effectiveness of each channel and initiative within each (i.e., emails or paid advertising campaigns).

The effectiveness of each campaign should be measured against the primary goal of the campaign (i.e., newsletter conversions, free trial sign-ups, reducing churn or paid product / service purchases).

Taking a few minutes out of your day to analyse your results once you have built the reports and dashboards will provide tangible rewards that outweigh the time spent.

Conclusion

So there you have it – a basic guide to getting started with marketing automation for your startup.

Of course, this is just the beginning – you’ll need to keep tweaking and adjusting your systems as you go along in order to find what works best for you and your target audience.

But if you start with these basics, you’re on the right track!