An automated marketing system is a company’s primary lead generation tool. Even if your company has a customer relationship management system, there are resources you can get from an automated marketing system that can give you better access to prospective customers as well as to your current customers.
After all, a customer relationship management system focuses on strengthening relationships you have with your customers.
The primary objective of an automated marketing system, on the other hand, is to create leads.
Developers of some automated marketing programs provide services to Fortune 500 companies.
Yet, that doesn’t mean that these companies are yielding the results they want.
They might assume that pushing content out to thousands or millions of prospective customers is enough to generate more sales.
To avoid spending money on an automated marketing system for months or years without getting the results you want, measure the system’s return on investment (ROI).
An opportune time to do this is a few days before and after your company host an event.
The Journal of Financial Planning offers this example, “You host a radio show each Saturday that reaches an audience of 15,000 people per week.
One audience member is a potential prospect, John, who has been listening to the show live or through podcasts for the last two years.
By listening to your radio show, John learns about your upcoming workshop and registers for the event.”
Additionally, “After attending the event, he receives your automated, follow-up “drip” emails that promote your “second-opinion” service, through which you review a prospect’s current situation free of charge.
After the fourth drip email, John clicks the link and schedules a second-opinion appointment.”
Connect with this lead and you can schedule a meeting with the lead, introducing him to products or services that can best help him achieve his personal or career goals.
Establish goals for each automated marketing system.
For example, you could set a number for how many prospects you want to register for an upcoming training event you are hosting.
You could also identify the dollar amount in sales you want to reach by a certain period (i.e. end of the month, end of a quarter).
Do this whether you’re launching an email marketing, video or social media marketing campaign on networks like Twitter, Facebook and LinkedIn.
Use dashboards built into the systems to analyze and track the daily results that the campaigns yield.
Be open to making changes to your campaigns if results are slow.
In addition to establishing primary ROI goals, also establish secondary goals.
The Journal of Financial Planning reports that,
Secondary goals are usually client, appointment, and prospect goals that will most likely need to be met to achieve your primary AUM goal.
You could also get more out of automated marketing tools if you stay in contact with people who develop the tools, asking them for new ways to get more out of the systems.