Anyone who has actually watched an episode associated with MasterChef has probably seen the jury chefs on the program scolding the contestants for the dirty and cluttered countertop.
That principle of keeping your work environment clean and neat doesn’ t only apply at cooking. It is valid for just about any activity! And especially when it comes to marketing and automation strategies .
So , planning for advertising automation to organize and document processes is hard to develop but enriching.
When I joined up with Rock Content, the team had around 20 employees with an exclusive focus on just one product and a single market, the Brazilian market.
These days, we are still a slim team, but we have four products and a global presence , particularly in Brazil, Mexico, and the United States ( in other words, three languages). None of this would be possible with no correct setup.
If you want to know what I learned along this growth journey and have a look behind the scenes, the time is now! Join myself for our four tips for marketing automation planning!
How to do Marketing automation preparing scale in mind
Marketing automation customization is one of the most important popular features of this type of tool (and probably the most promoted by companies that will sell such software). Which is understandable: nobody desires to invest in a tool that can’ t perfectly fit your business or solve the problems a person face.
As everyone may customize whatever they want and there are hundreds or even thousands of use cases, we found little content on how to make use of the tool daily to maximize the planning and organization of all data and information a marketing and advertising automation tool may consist of.
Here at Rock Content, we help hundreds of clients using their marketing strategies. I’ ve often accessed a client’ s Hubspot and couldn’ t understand what was taking place there, depending on someone from your company in question to explain the aim or audience of emails, nurture flows , landing pages, etc .
That mess goes in the complete opposite direction of the mission of these tools! Marketing software is about saving time, talking to your audience while making time for their particularities, and gathering data to make this function more effectively.
Since everything is customizable, the people who utilize a marketing automation tool end up using the present context and, in many cases, never develop guidelines or guidelines that arrange all the content that is available in the tool.
So , how to achieve this goal?
I’ ll give you four tips:
one Organize your contact properties
One of the main functions of a marketing team is to help the sales team to sell!
To do this, the alignment between both of these teams is essential. And this is where you should start your marketing automation planning: what information will certainly your sales team ALWAYS need?
Can they sell if they don’ t know people’ s i9000 names? Can they sell not having a way to contact the buyer? Can they sell without knowing which products their readers are interested within?
Anyway, these questions are simply a few suggestions to guide your thinking.
For example , here at Rock and roll Content, our sales team requirements six mandatory pieces of details:
- Name – To get a more humanized contact;
- Email – To obtain in touch and share educational or even informative content about our own products and services;
- Phone – To make communication simpler and also to make more humanized contact
- Organization website – For technical analysis on performance and user experience, as well as to better understand the profile and business of potential customers;
- Number of employees – Designed for internal organization, since we believe that company size has a great influence on the type of pain or problems an organization may have, and organizing the process around this ensures better success rates;
- Practice area – For internal organizing, since we have various offers depending on the industry.
As I said earlier, the instance I brought may not be legitimate for your company (or probably it is). In any case, it is the Marketing team’ s work to talk to Sales and find out.
After you have the sales team needs covered, repeat the process thinking only about the Marketing team: are there other pieces of information essential to accomplish your strategies? If so, add them to the list!
For example , other crucial fields for Stone Content’ s business are usually preferred language, contact location, the product of interest, conversion day, contact origin, and transformation channel.
With this list made, you already know which information (properties) are essential for your marketing procedure and you can:
- Create the custom fields you don’ t already have and start gathering and analyzing this information;
- Delete fields that are duplicated or unused;
Before you delete an unused field, I recommend you start simply by disabling it in the title. For example , add the word [DISABLED] or [DISCONTINUED] to the property name while training staff to use the new field or process.
That’ ersus it! With the properties organized, you can now optimize another typical process inside the marketing automation tool: form creation!
second . Organize your forms
Forms serve a wide range of purposes in just a full automation setup:
- You can use them within landing pages or on your internet site for capturing new details;
- You can create them only to make an internal process easier (e. g. sales wants to include in the particular tool leads captured in a face to face event so that marketing and advertising can work on them as well);
- You integrate them with other tools in making data transmission (e. gary the gadget guy. data captured in an online content within the Ion tool, which Rock Content sells, will be sent to Hubspot), and so forth
Regardless of the use, since you know what data is essential for the marketing and sales processes, you can already review all the types in your tool.
At this point, In my opinion it is interesting to communicate that in a digital technique, less is more! The more fields a person needs to fill out in a form, the lower your transformation rate.
Therefore , it is important to know what is essential and only use that.
The marketing team’ h job is to understand this scenario and design strategies that will maximize results (and are appropriate to the offers in question).
For example , it is not nice to ask a person to complete information such as Name, E-mail, address, ID, date of birth, and link to most of social media if all you have to provide is an animated GIF associated with kittens!
But I would complete this information to win an all-expenses-paid trip to the Maldives Islands (and the form was from a reliable company, of course! ).
I know I provided an unusual example, but the concept here is to take you to an organized reflection: are the forms you utilize (or plan to use) adequate with the information you need, your own sales process and the value you have to offer to those that will fill it out?
Could you capture two fields, foster those leads, and take them to a conversion where they might give another 2 or 3 essential pieces of information? Either way, think about it!
And you may be asking yourself, “ but what is the optimal number of forms? ” And again, we have the famous “ less is more” here!
The corporate atmosphere changes a lot and modifications fast. If you create a type for every rich content your company makes, how many forms can you have two years from today?
And then, suppose you change your business model and update fields captured by the forms. How much time would you spend upgrading the tool?
And how can you consolidate information from similar forms that only change the particular offer?
That was a understanding experience that I have confronted here at Rock Content. We all already had specific types for some ebooks or training calls, then we noticed this particular maintenance difficulty and created one universal form with regard to lead generation (per language).
So when I need to evaluate data , I foreign trade the information all at once. If we possess updates to properties, We only need to make one change, and so on.
Of course , there exists a risk of having a problem with this form and drastically hurting our results, but all of us always keep an eye on the figures since we use these universal forms for everything. And in case of a issue, it is very easy to investigate.
three or more. Create a process for identifying things
Although the Rock Articles marketing team is still lean, we changed the tasks inside the team.
Before, one person took care of email marketing since we only used one particular language (Portuguese), and the activities were focused on a single product. Today, more than six people are using this channel to catch leads or MQLs (in different languages, about different products).
Before, a single person used to take care of rich materials. Presently, we have a complete squad.
With the increase of people involved in a procedure, everyone must understand what has been done. To do this, there is nothing better than naming things clearly and objectively.
For example , imagine you’ ve been promoted plus need to coach someone who is going to take over your previous function. The way you name things ought to make it easier for them to find out (and for you to teach them).
The rule I use along with my team is: “ how, just by looking at it, can anyone understand what that list, form, or landing page is about? ”.
With this in mind, we developed some best practices for our procedure, such as:
- Always include a tag with the language from the content at the beginning, such as [EN], [ES], or [PT-BR];
- In forms and workflows, always indicate which phase of life the get in touch with is at with the tag [SUBSCRIBER], [LEAD], [MQL];
- Followup emails (those that provide the requested content on the landing page) must retain the same ID as the landing page in question;
- If you are using a dedicated thank you page, it must have the same ID since the landing page before it.
4. Standardize and document EVERYTHING!
As much as I am a fan of highly user-friendly names and processes, several operations are too complex or even detailed for our “ simple” human brains.
So , document all the processes, details plus best practices of your marketing software planning.
For example , here at Stone Content, we use a wiki to centralize all this details. And there I have a specific space for the team, where we explain all the procedures we’ ve already created:
- How to send an email.
- How to create an ebook.
- How to create a landing page.
- How to organize a webinar, which parameters in the link (UTMs) to use in content promotion.
- How to clean a spreadsheet before importing it straight into Hubspot.
When official documentation exists, you are able to (and should! ) distribute the word as much as possible, so everyone has access to that knowledge. After this process, check if everyone is following those guidelines.
Whenever I actually find something out of the standard, I call the person in charge on Slack, explain the particular error, why it is not suitable for our operation, and send out the link to the wiki with the official documentation for long term reference.
Another thing I usually do is send the tutorials documented in the wiki in order to new employees in staff members training. If they can’ to follow the step-by-step instructions, the documentation is probably not well done and needs to be reviewed.
And this furthermore keeps me in charge of making certain the documentation is up-to-date.
Checklist for your marketing automation planning
In short, to do more with less, you need to make sure a clean, tidy, plus well-documented work environment.
If the Marie Kondo of marketing offers touched you, here’ h a quick checklist to consolidate the day’ s learnings:
- Figure out what information is critical to your marketing group, create the properties your automation doesn’ t curently have, and delete those a person don’ t use;
- Organize your team’ s forms considering that “ less is more! ”. The particular fewer fields you have, the larger your conversion is likely to be. Also, the fewer forms you have, the easier they are to maintain;
- Create a process intended for naming import lists, segmentation, emails, landing pages, plus workflows. Remember, “ just how, just by looking at it, can anyone understand what that list, form, or landing page is about? ”
- Standardize your own processes and document everything. Then, ensure that everyone has entry to this documentation, keep it updated, and always check that all components of your marketing automation are usually following it.
I really hope this article will help you get things tidy and make your team’ s automation planning simpler. And if you know other suggestions, please share them with me personally in the comments!
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