You’re ready to go with your new automation system, but where do you begin? Which campaigns should you run first, and which will give you the most bang for your buck?
These are questions that all beginning automation users grapple with, and for good reason. The capabilities that are now sitting at your fingertips can be a little overwhelming, especially if you’re at the helm of a small or one-man marketing team that is depending on your investment to bring a ton of growth to your company.
The good news is that you’re not expected to start creating complex marketing campaigns right off the bat. Try easing into your new system with one of the essential campaigns below, recommended by our own Marketing Evangelist, Mathew Sweezey:
1. Basic lead generation campaign
With a basic lead generation campaign, you’re going to be driving interest of some type, whether it’s inbound or outbound, to a conversion point. This can be through a form, a click on a link, a free trial request — any situation in which a lead is providing you with data in exchange for something of value.
Quick tip: With automation, you can keep your forms short using progressive profiling, which allows you to ask different questions based on what you already know about your leads.
The stage after a conversion is where the real power of marketing automation comes into play. Based on your preferences, you can automate any number of actions after the conversion takes place: adding the lead to a list for follow-up, adjusting a lead score, adding to a nurturing program, notifying sales reps, sending out an autoresponder, qualifying as an MQL, and creating a task in your CRM — just to name a few.
The last stage of a basic lead generation campaign is reporting, which lets you see how successful your campaign has been and where you can improve. Use the reports in your automation system to see how leads are flowing through your pipeline, your cost per lead, and your ROI.
2. Social media campaign
While social media may or may not work for your company, running a social media campaign is a great place to start with marketing automation. If your goal is to drive traffic (i.e. interest!) to your website via your social pages, there are several ways that automation can help. First, use the social posting features of your marketing automation platform to schedule out social posts, shorten link URLs, and add hashtags to appear in relevant conversations. Then, track clicks (and who is clicking) to see what content is resonating on your social channels, which links your leads are clicking on, and more.
3. Drip campaign
Lead nurturing, or drip marketing, provides a way to nurture leads through the sales process by sending them the right content at the right time — all without having to involve a sales rep. This can be used for leads who aren’t ready to buy as well as for leads going through the research process. The versatility and effectiveness of these campaigns makes them a popular choice for first-time automation users.
To get started with one of these campaigns, you’ll want to start with a list of leads that you would like to nurture. You’ll then decide on the emails that you would like to send, the cadence at which you would like to send them (this will depend on your goals for the campaign), and the content that you would like your emails to consist of. For your first campaign, you’ll want to keep your drip logic simple, instead of creating complicated branching based on your recipients’ responses.
Want more examples of campaigns you can get started on once you have a marketing automation system in place? Stay tuned for a few more ideas!