Can Automated Marketing Work for My Printing Business?
Many marketing departments should consider using automated marketing solutions. While "automated" might make it sound as if you are using computers to take over the marketing department duties, there's actually no loss of control with automated marketing. In fact, you'll gain more control than before! When done correctly, automated marketing platforms should be an extra pair of hands for your marketing person or department.
There are several different versions of software that will automate the repetitive portions of marketing, with many functions available. The sales effectiveness of a marketing department can be increased through the chosen functions. High powered software can help with everything from lead generation to lead qualification. Most of the programs are offered through internet-based applications, though standalone software does exist. These locally installed programs will need an experienced manager to keep the application running smoothly. Internet based programs are either designed to be run without an experienced user, or are typically offered with a customer service and tech package.
Quite a few automated programs have a tracking function incorporated. These tracking functions are embedded into social media campaigns, web pages, and marketing emails to reveal the behavior of recipients or interested users by email recording – whether opened or following embedded links, social media link monitoring, and pages viewed. This activity allows the marketer to determine which products or services are more appealing to the majority of their target audience.
Automation of Marketing
The heart and soul of automated marketing is when the program helps move leads through the marketing funnel. At the top of the funnel are the interested browsers. Through emails, then follow up call reminders (to the marketing department), the software helps those browsing parties become sales leads at the bottom of the funnel.
More sophisticated programs help manage the workflow in a marketing department. While the initial information needs to be input by a human, once entered, the data can be created automatically. This data can include workflow, marketing calendars, budgeting, asset creating, and triggers for sales marketing campaigns or emails.
Sales or Spam?
Marketing emails are often sent to spam folders. This is due to over-sending, repeated emails, or material that is not relevant to customers. Potential customers can become non-interested parties very quickly if they find too many emails from any business in their inbox. To avoid this, create several different types of messages based on customer activity. Do not allow the emails to go out more than once per week and let customers choose their email preferences. Remember that having emails marked as spam too often can result in fines or even your website being blacklisted from your webhost or internet service provider.
Can I Afford It?
For some small print businesses, the price of automated marketing can be prohibitive. Certain software can run over $1,000 per month. Larger companies with high profit may not have a problem, as automated marketing can help generate more leads; however, for others, this price is too high. Believe it or not, there are great inexpensive solutions out there that are as low as $200 per month. This is a reasonable cost and the investment will be worth it once you see the leads pouring in!
Still unsure whether marketing automation will be beneficial for your print business? Email me at JohnF@interlink1.com; I’d be more than happy to help you along your journey!
John Foley Jr. is the CEO of interlinkONE and Grow Socially. John and his team help printers get on a strong path to marketing success. Their approach includes software solutions, consulting, Website development, marketing audits, and strategic marketing plans. interlinkONE’s software solutions for the print industry include their marketing automation platform, MAX, and ilinkONE V8. Learn more about MAX: Marketing Automation. Executed. by visiting MarketWithMAX.com, John at JohnFoleyJr.com, and his companies at interlinkONE.com and GrowSocially.com.