By Tony Sorensen | Thursday January 14, 2021
“The core problem we’re going to have going forward is that you have two forces [that will] govern much of what [happens] in the future. The first is globalization, which we’re not going to repeal, and the second one is automation, which we’re not going to repeal.” – Eric Schmidt, Former Executive Chairman of Google, Inc
With the marketing world moving steadily towards more automation, it’s natural to take a step back and wonder: what is automation?
Automation has been around since the printing press, the loom, and even the wheel. Throughout history, humans have found ways to automate repetitive or laborious tasks to machines: why would we stop now? While automation can conjure up images of machines from the Matrix, it’s less dystopian and more beneficial than you might think.
Simply put, automation allows humans to do more with less.
Think about it this way: where would the automobile industry be without the creation of the assembly line? Where would we be without the machine-based search algorithm that Google built? Automation is a part of your smartphone, your coffee maker, and countless details of your everyday life.
Marketing automation can be thought of in the same way that every other form of automation can be: it allows you to do more with less. Think of marketing automation as a way to do the work of a large marketing department, but for the cost of a single marketer.
Marketing Automation Basics
With automation, you can scale your staffing & recruiting business without having to scale your marketing team. In today’s world, how valuable is that?
In essence, with the proper techniques, you can create a marketing machine.
Marketing automation consists of software and tools that allow you to efficiently market to your customers throughout the entirety of their buyer’s journey. You nurture prospects with engaging and relevant content and then, with a few loving prods and pats along the way, you turn those prospects into customers. It’s one of the reasons that Netflix is ranked one the most reputable companies on the planet: they don’t just sell to their customers, they provide value-added service to them at every stage of the funnel. They have built a marketing machine that removes the friction between the customer and the company.
Here’s how you can get started.
5 Steps to get started with marketing automation:
The key to successful marketing automation is remaining customer-centric. Much like Netflix’s mission of being the most customer-centric company on the planet, marketing automation is all about your customer, not you.
Where we see many fall short with marketing automation is when they only focus on their existing mailing lists and ignore the rest of the 99% of the market out there. Marketing automation is not just emailing your leads to death; it’s a holistic approach to creating great marketing that is non-intrusive, relevant to prospects, and delights the customer at every stage of the funnel.
Tony Sorensen is a national staffing industry expert and has spoken at conferences and contributed to publications including EMInfo, ERE, Monster.com, Star Tribune, and Minneapolis/St. Paul Business Journal. Tony is a 20-year industry veteran, and is the CEO of both Versique Search & Consulting and Parqa – a digital marketing agency for the staffing industry. Through digital marketing, Versique now receives over 50% of its revenue from people finding them on Google. He is passionate about helping other staffing firm business owners grow their businesses and experience incredible ROI through digital marketing. Receive a FREE digital marketing assessment: https://parqamarketing.com/contact-us/free-assessment/