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How to Use Automation in Your B2B Marketing Campaigns

Samuel Thimothy - Dec 4, 2017 9:30:00 AM

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Running a successful marketing campaign often involves keeping many different wheels moving at once. No matter the size of your team, a medium to large-sized campaign can be a real challenge to control. When just one piece starts to fall behind, you may find that others come crashing down as well.

Adding automation solutions into your strategy can help you keep up-to-date with your plans, and market successfully online. With the right tools, you can automate everything from your email marketing to your social media, enabling those processes to run largely on their own. When you don't have to worry about each step, you can focus your time on other tasks.

Let's take a closer look at the marketing components you can schedule, how automation will help your promotions, and what you should do to get started!

Key Takeaways:

  1. Programming your email marketing enables you to send more unique emails at exactly the right time.
  2. Automating your content marketing helps you stick to a schedule and get more done in less time.
  3. Scheduling your social media posts enables you to stay active on social sites, while also focusing on other tasks.

The B2B Growth Blueprint

Programming Your Email Marketing

Email marketing is one of the best ways to stay in touch with your leads and nurture them into becoming customers. However, if you're sending your emails manually, you'll struggle to move your leads through your sales funnel efficiently. When you have hundreds or thousands of email subscribers to keep track of, it's nearly impossible to do so without the help of a dedicated program.

An email automation tool can help you send better emails and convert more leads, and can take a lot of the necessary work off your hands. Through automating your emails, you don't need to worry about missing a message or sending the wrong content to a recipient. You're able to segregate your email lists based on the actions your leads perform, and track who is opening each message.

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For example, you can use HubSpot's Workflows App, pictured above, to help automate your email marketing. This tool lets you establish triggers that will cause specific messages to be sent out. When a lead or existing customer performs a particular task, such as signing up for a webinar, they can be automatically entered into an email campaign that will send out messages at the intervals you've specified.

Automating your email marketing enable you to send certain types of leads a unique message that takes into account what they've already interacted with or may be interested in. When each recipient is receiving tailored and personalized emails, you're able to increase your open rates, make a stronger connection with your leads, and ultimately convert more of them into paying customers.

Automating Your Content Marketing

Providing new content to your target audience is crucial for staying relevant, establishing yourself as an authority in your industry, and keeping in touch with your target audience. However, when you're not automating that content, you can easily fall behind schedule. If your audience doesn't know when to expect new material or your website becomes outdated, it may be difficult for you to attract and retain new leads.

Using a scheduling program to stay on top of your content marketing can help ensure that your posts are planned, created, and uploaded on time. Not only does this mean you're consistently uploading new pieces for search engine crawlers to comb through when looking for relevant content to promote, but it also gives your target audience an idea of when they can expect new information from you.

In addition to scheduling your posts, you can automate promotion of your content to ensure that you're reaching your target audience consistently. Through connecting your content to your email or social media campaigns, you'll be able to get your new pieces in front of the right audience and make certain you're getting the attention you need to grow your business.

Using the HubSpot App, you can input your content, assign it to a specific campaign, and track its analytics. You can then use the automation feature to assign specific alerts or campaigns based on how your audience interacts with each piece of content you create. Based on these behaviors, you can improve your outreach and grow your number of customers at a much faster pace.

Scheduling Your Social Media Marketing

Social media can become an incredibly time-consuming campaign for your business. When you need to post on multiple accounts a few times a week or even every day, you may find yourself spending all your time just creating and uploading posts to your social accounts. Additionally, when you're posting manually, it's easier to miss a scheduled post.

Automating your social media enables you to upload a collection of posts at one time that can be sent out whenever you choose. While you'll spend more time setting up your schedule, you can then implement it without much management required on your end. You can even enable the program you use to determine the best time for your posts to be sent out.

However, when automating your social media marketing, you need to be careful that your posts don't come across as sounding too robotic. A major part of a successful social media campaign is how well you're able to connect with your target audience. If you sound too automated, your audience may not engage with your content the way you hoped.

Example of the set up page for HubSpot's social media scheduling tools.

HubSpot's automation tools make it simple to set up, schedule, and monitor your social media efforts. You can also use the app to track mention of your brands, ensuring that you can respond to each and every conversation—even if the user doesn't directly tag you. By scheduling your posts, you can make sure you're staying up to date with your calendar, and creating long-lasting relationships with your followers and friends.

The B2B Growth Blueprint

Conclusion

When you automate your B2B sales and marketing processes, you're able to get more done in less time so you can see results faster. Through scheduling your social media posts, programming your email marketing, and automating your content calendar, you can relieve some of the pressure on you and your team—giving you more time to focus on other activities.

Let's recap the three types of marketing campaigns you should be automating:

  1. Automate your email marketing to create better connections with your list subscribers.
  2. Use content marketing automation to stay up-to-date with your editorial calendar.
  3. Schedule your social media posts in advance, to save time and build a stronger online reputation.

How do you think marketing automation will improve your B2B sales? Let us know in the comments section below!

Topics: B2B Marketing

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