Is it Time to Leverage Marketing Automation in Your Business? 

 June 18, 2019

Video Transcript

Hey, everybody. Happy Monday. I am coming on Live today to talk about if it’s time to leverage marketing automation in your business. Sorry for the terrible lighting right now. I’m actually in the process of moving, and my lights are packed up and in storage, and this is the best that I could do. I feel like it looks awful. But anyways, let’s talk about the important topic of, “Is it time to leverage marketing automation in your business?”

So first, let’s create a definition of marketing automation. Marketing automation is when you are taking repetitive types of tasks that help you grow your business or even manage your business, such as maybe operational-type tasks, and you use system tools and technology to help create more efficiency and flow in your business, otherwise known as automating. A lot of people are maybe running their business manually where they are very low tech, and they’re doing a lot of the repetitive tasks in their businesses by hand or by an assistant, whereas with marketing automation, you can have technology help manage some of those tasks.

So, how do you know when it’s time to potentially start bringing in marketing automation into your business? And this is a question that I get all the time. So, first, I always like to look at how many repetitive types of tasks do you have in your business? So, for example, do you constantly have people emailing to schedule appointments with you if you’re a service-based business, or do you maybe constantly have to go back and forth with customers on different documentation that they need to submit, things like that? Any of these repetitive types of tasks that are really people completing the same task over and over again without any variance or differentiation, those are great tasks that can be automated.

The other thing that we look for when we’re thinking about bringing in automations into a business is when you need to provide a better customer service. So, for example, if you have an assistant or even yourself or somebody that works in your office and you need to be able to increase your response time, be able to serve the customers quicker, faster, easier, not have to have your customers wait for you and your team to respond. This is, again, when marketing automation can come into play.

So rather than waiting, having to require a customer to wait until you can call them and schedule an appointment, they can go into a system on their own and schedule it themselves without waiting. And that way, if they want to get in to meet with you the next day, if you have availability, they can book it without having to wait for you. So any of these tasks, whether they are repetitive or they’re just something that you want to give people more ownership to take on themselves instead of having to wait, these are really good types of tasks and processes and workflows that make a lot of sense to bring in marketing automation.

So the second question is, “How do you select what tools to use?” Marketing automation is a hot topic right now, and there are just so many different tools out there that you can use to leverage your business and to create these efficiencies. It can be completely overwhelming to pick what tools to use. So the first thing, before you even start thinking about what tool you are going to bring in, whether or not you have a friend who says, “Oh, you need to use Infusionsoft,” or you have another friend who’s like, “ActiveCampaign is the best. I love Acuity Scheduling. You have to have that,” before you even get into getting a free trial of that tool, I want you to take a step back and think about the requirements or the things that that tool has to have.

And in order to do this, you really need to document your processes. So if you are trying to improve the customer service and correspondence with your clients that currently an admin is handling for your team, you need to have that admin document everything that they’re doing. And then you need to be able to take that documentation and say, “Okay, we need a tool that can do this or a tool that can do that,” and create that list of what you need your tools to be able to do.

And then from there, I actually want you to prioritize that list. So what things are the most important that your tools can do? You may decide that having a really great appointment scheduling system that can prioritize appointments based on different people in your team is your number one priority, and because that’s so specific, there might only be one tool that can do that. And by knowing that that’s a top priority, it’ll make it easier for you to select that tool, whereas sometimes people can get stuck in the coolness of tools and what they look like and bells and whistles versus what they actually need.

So to recap, you need to document your processes and the different tasks and things so that you can then turn that into a list of requirements for the tool that you can prioritize. And then once you know what that list is, then it becomes much easier to select your tool. So you can go to the different websites. You can do compare and contrast features. Make a little spreadsheet. Check off boxes of different tools that can do things.

I also recommend that … Most of these marketing automation tools have free trials and then they also will give you some type of onboarding, free beginner call, whatever to help you be able to figure out if the tool is right for you. I always suggest doing that, and then potentially also reaching out to some consultants for different tools, so whether or not it be in a Facebook group for that tool, asking your questions, seeing what the current users say, or reaching out to a consultant directory.

For example, for ActiveCampaign, I am in the consultant directory. People reach out to me all the time asking if ActiveCampaign can do certain things. Talk to the company, but also talk to external people and see what they think based on the requirements that you have. So I think that’s about it on talking about how you can begin to leverage marketing automation in your business. So number one, you need to decide where marketing automation makes sense. Again, those repetitive tasks and processes is where you can definitely get value-back marketing automation.

And then when you’re trying to select the tool that you want to use, go for those tools that you have prioritized the needs of the tool, and then compare and contrast your different tools. Reach out to consultants, different user groups. Get feedback on the tool. And another thing I didn’t even mention is there is also a few different review sites where you can compare and contrast different tools from third parties as well. Check those out. I’ll put some links below, and let me know if you have any questions on how to determine and get started with marketing automation in your business. Have a great day.

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