• Sotirios Seridis

Introduction to Marketing Automation



Marketing Automation can be defined as the process of eliminating manual tasks from our day-to-day marketing overload.



Why Marketing Automation?


Traditionally, marketing involves translating valuable insights into strategies that have to be manually optimized regularly in order to achieve the best results.


It’s a time-consuming and tedious process.


On the other hand, marketing automation allows resource-heavy tasks to be handled effectively with minimal to no human input, freeing up business owners and marketers to focus on strategic tasks such as coming up with content strategies and copywriting etc.



Marketing Automation Opportunities


Here are 3 main areas of opportunity for automation:


1. Reporting Automation


Connect your marketing data sources with Google Data Studio or your preferred reporting tool. Google Data Studio allows you to connect data from different channels such as Google Analytics, Facebook, Youtube, and other CRMs platforms etc.


Customising the perfect report allows you to interpret data and convert them into actionable steps with ease. Time and energy can be channeled towards implementing and optimising marketing strategies for greater results.


2. Optimisation Automation

Gone are the days where we had to manually optimise our campaign budgets when advertising on Facebook, Google, and various other platforms. With optimization options made available for campaign budgets, ads and much more, most of your day-to-day marketing efforts can now be easily optimised for greater efficiency.


Top 3 simple optimisation rules

  • Pause under-performing ads

  • Increase/ decrease budgets

  • Increase/ decrease bids


The greatest benefit of using Optimisation Automation is that marketers are able to think through their optimisation process in advance.


3. Implementation Automation


One of the most widely used automation processes is the Email Drip Campaign. The process is initiated when a new user completes a lead form on Instagram, which he would then receive a welcome email containing useful content and information that would prompt him to take the next step that would lead him closer towards becoming a paying customer.


You can automate anything from email marketing to social media interactions, Whatsapp interactions and SMS marketing etc. One of the most recommended tools for integrating multiple platforms for automation is Zapier, which we personally use for our day-to-day operations.


In a nutshell, marketing automation saves you a lot of time; time that can be put towards key areas of the business that require more active human interactions.


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