How do I get started with marketing automation?

For health, fitness, nutrition and wellness focused business owners & entrepreneurs.

Getting started with marketing automation.

The sad reality is, most people jump headfirst into marketing automation with no real idea of what they’re hoping to achieve, no idea of what can be achieved, and no clear roadmap of how they plan to build and nurture their client relationships. Pair this with the inevitable initiation woes, and you have a recipe for disaster.

There are a few planning steps you can take that will dramatically improve your chances at early success with marketing automation. It’s super important to get all of this information out of your head and onto an external document to so you can begin mapping and planning your automation framework.

Step 1.

Write down all of the fundamental information about your business. Client numbers, industry, type of services, products, or memberships you offer, how long you’ve been operating, your unique selling proposition (what sets you apart), and anything else that comes to mind.

Step 2.

Detail your current marketing framework. Everything you are currently doing to market and sell your business, product, service. Everything from social media and PPC campaigns, to newspaper advertisements and mail drops. Where possible, also include the estimated spend and return on investment for each.

Step 3.

List all of your client touch points for both potential leads and existing client. In person, events, website, social media, booking system, billboard, radio.

Step 4.

List your current online services or software that need to be integrated. Website, booking system or payment gateways etc. Along with the core features and any additional features you expect the software to provide. Don’t sell yourself short here. There is a good chance that any online service, software or application you have can be, and should be, connected.

Step 5.

Detail exactly what your perfect, loyal client looks like. Outline their purchasing behaviour, transaction frequency, interactions with your business, referrals they provide, reviews they leave, and how they are rewarded.

Step 6.

Map your client journey. Literally draw a map with the different paths a client could take from initial interest in your product or service to becoming a loyal client. Include any significant milestones or stages a client might reach or pass through along the way. The more detailed you can make this map, the better.

Step 7.

Clearly define your business goals, objectives and targets. This should be an essential part of every business which is regularly reviewed and revised. If it’s not part of yours, now’s a great time to start. You should also list what you believe to be the current limitations standing in the way of you achieving these goals.

Step 8.

Draft exactly (with your current knowledge) what you hope to achieve from marketing automation. Which processes are you wanting to automate? Do you want to increase qualified leads, client retention, brand awareness? Are you looking to connect all your online interactions?

Step 9.

Do an online search for automation software. There are now endless software providers. But a quick search (literally 30 minutes) should narrow your options down to a few quality services which best fit your requirements, business, industry, and budget.

Step 10.

From all the information you have now listed, put together a one-page pitch to send  the potential software providers you have found. Think of this as a job advertisement. List the key facts about your business and exactly what you hope to achieve through marketing automation. Identify the core features you require and any software or systems you are currently using which will need to be integrated. You can copy and paste this information into a support ticket or email it to a salesperson from the company. You will be surprised with the response time and level of detail you’ll receive back.

At the end of the day, even if you do find the software best suited to your requirements, it’s going to take some getting used to. So long as the software you choose has the core automation features, good reviews, integrates with your existing touch points, and doesn’t lock you into an endless contract, it’s worth sticking it out for a while. Even though no two pieces of marketing automation software are exactly the same, once you’ve learned to use one, any additional services you move to will be far less difficult to get the hang of. In addition to this, you should also be able to easily export client information with all the collected data from one software service to the next.

From all the information provided in this guide, you should now have a deeper understanding of marketing automation. What it is, what it can do, and how it can be applied within your business. The key takeaway, is that marketing automation is a facilitator not an all-in-one marketing package. You should strive to deliver an epic client journey, using marketing automation software to execute this experience. Good luck!

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