Marketing Automation FAQs

 

What is marketing automation?

Market automation is the process of using technology or software to automate repetitive marketing tasks across multiple channels. Rather than manually controlling campaigns, brands can use automation services to successfully plan, manage, and measure efforts on social media, email, text, and website.

What are the benefits of marketing automation?

Marketing automation is beneficial because it helps companies streamline their marketing efforts and nurture leads more effectively. Brands can set up automated messages to users based on predetermined behavior triggers. For example, if a consumer adds a product to their online shopping cart but exits the website before checking out, the marketing automation software will send an automated message to the user to remind them of their abandoned shopping cart.

How do I know if marketing automation is successful?

In order to determine whether or not marketing automation is being used correctly and effectively, brands need to track a variety of metrics. Activity metrics, such as number of emails sent and quality behavioral triggers, allows brands to understand if they are using the automation software to its full potential. Response metrics, such as open rate, click-through rate, site traffic, and unsubscribe rate, gives brands an indication of how well the automation is resonating with the audience. Efficiency and Value metrics both serve to show brands if the automation is worth the time and cost – these metrics include cost per customer, revenue generated, cost of investment, and close rate on leads.

What marketing tasks should not be automated?

Marketing automation can save an abundant amount of time, but there are several tasks that should not be automated. All content for website, blog, and social media should be original and authentic to your brand. Content can be scheduled ahead of time, but should not be crafted by a software program. This will prevent your brand from becoming inauthentic and robotic.

How to get started with marketing automation?

When first getting started with marketing automation, determine the routine marketing activities your company participates in on a daily basis. This includes posting on social media, social media engagement, research, emails, track analytics, and project management. All of these tasks can be pre-scheduled and automated to save time and maximize efficiency.

How can I post links on Instagram?

If your business account has over 10,000 followers, the best way to share links is through the swipe up feature on your story. If you do not have 10,000 followers, small businesses can easily add links to your profile bio, include links in your captions, and create shoppable posts or stories.

Should I utilize marketing automation?

The simple answer: yes. The more complicated answer: yes and no.

Marketing automation offers a platform to plan, analyze, schedule, and post content on social media. The process allows marketers to automate their repetitive and tedious marketing efforts well in advance. But besides the initial posting, all secondary content should be posted in real-time, such as comments or replies.

Does email marketing still work?

All of us at Pink Dog Digital are big believers in email marketing campaigns, as all small businesses should be. Unlike social media platforms, emails are personal and individualized to your most loyal consumers. The email content is designed specifically for individuals who are interested in and have agreed to receive email communications from your company. Emails allow you to communicate directly with your audience, which can turn an interested user into an active consumer.

What are pillar pages and content clusters?

A pillar page is a web page that broadly covers all aspects of a single topic. A content cluster comprehensively addresses specific keywords and topics relating to the pillar page subject matter. For every one pillar page, there can be countless accompanying content clusters.

What hashtags should I use?

While there is no right number of hashtags, standards best practices recommends using an average of 11 hashtags on each social media post for ultimate reach and growth. Always use hashtags that fit your brand, message, community, and industry. Branded hashtags are great for specific products, services, and campaigns.

How to generate leads on LinkedIn?

LinkedIn was designed as a virtual networking platform for business professionals. In order to generate leads and referrals, you must first ensure users understand your brand by posting a short introductory video and thoroughly filling out your profile. Broaden your audience by joining groups, adding connections to your network, and inviting connections to like/ follow your page.

What is a buyer persona?

A buyer persona is a fictional consumer that represents a brand’s target audience. The persona possesses all the characteristics of the company’s ideal customer, including demographic, interests, and behavior. A buyer persona helps brands better understand their customer’s needs, experiences, challenges, and goals, in order to better market to and serve them.

What is a domain authority score?

A domain authority score predicts how likely a website is to rank based on its relevance within a specific industry or topic area. Each website is scored on a scale of 1 to 100, with 100 being the best. This means the higher the domain authority score, the more likely the website is to rank on search engine result pages.

What is a page authority score?

A page authority score predicts how well a specific page will rank on search engine result pages. Page authority is determined based on number of quality links, use of images, and presence of relevant content. Similar to domain authority, page authority is also ranked on a scale of 1 to 100.