5 Tips for creating a Marketing Automation Project Plan
Are you looking to create a Marketing Automation Project Plan for your organization?
A Marketing Automation Project Plan may sound like a tall task, but ask yourself this question. How do you eat an elephant? One bite at a time.
Marketing Automation is no different. Take your time when you’re starting out and make sure you have certain resources in place. Here are five tips to consider:
1. CHOOSE A MARKETING AUTOMATION PLATFORM
Understand you have many options for a platform. There are many third party Marketing Automation tools on the market (Over 150+). Most of these platforms all have the ability to store contacts, design/ send e-mails, design/manage landing pages and form activity, scoring mechanisms that rank your contacts likelihood to buy, and the rest of the tools you’ll need to set up the automation.
2. PICK YOUR ADMINISTRATOR
Identify at least one person who is technically savvy, with an interest in digital marketing. This person doesn’t have to have a degree in rocket science. Rather, a willingness to learn and explore will be far more valuable. The role of this individual will be to design marketing automation processes according to your objectives.
He or she will be at the center of all activities for the platform.
3. PREPARE FOR THE LEARNING CURVE
Mentally prepare yourself for some trial and error. Plan to turn on the platform and then send out some initial low risk campaigns like a newsletter. Also, identify a product category or brand that you will put through a Pilot program in the coming months.
4. START THINKING ABOUT CONTENT
What types of material do you want to send your readers? Think about content for the Pilot program, as well as generally-speaking. Most importantly: Include a strong callto-action on all e-mails and the follow-through strategy. For example, if your reader should click a hyperlink or button in the e-mail for a landing page, what are your goals and objectives for this person?
5. SET TARGETS AND MEASURE
Write down your TOP FIVE METRICS you’d like to achieve. It can be open/click rates or form conversions. Take it further and request close rates or opportunities won. Get this in the hands of your administrator who would, in turn, follow through to create a roadmap.
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