4 ways to use marketing automation to grow your business

Nick Moore
Nick Moore / Published May 4, 2020

Growing your business is probably your ultimate goal. But an unfortunate side effect of success is that as your business grows, so does the amount of work.

No matter how sophisticated your marketing tools, without automating some of that work, you can find your efforts become fragmented. This makes more work for you and your team, even as you implement tools designed to make things more efficient.

Automation can help you turn your advertising, email, social media, and event management tools into a cohesive marketing suite. A robust suite of marketing tools, powered by automation, keeps prospects engaged, even when you're focused on other work. Here's how to set up your own marketing automation.

Build an advertising program that runs itself

Modern advertising happens across mediums, and each ad can target groups of users, drawing them down funnels based on their interests or demographics. You can't effectively manage ads at this scale manually.

Let marketing automation workflows take over the manual tasks so that you can focus on the creative components. With a Zap—our word for the automated workflows you create with Zapier—you can automatically track leads from tools like Facebook Lead Ads and Google Ads, eliminating data entry from your lead-generation efforts.

We've included some pre-made workflows to get you started. Just click on the Use this Zap button, and we'll guide you through customizing it.

Here's a quick video that walks you through connecting Facebook Lead Ads to Google Sheets.

Create an email marketing engine

An email newsletter plays a central role in modern marketing plans. Newsletters give you a direct relationship with your readers and near-guaranteed traffic every time you send them content. However, building that newsletter base doesn't have to involve manually entering email addresses.

These Zaps connect email marketing services like Mailchimp and ActiveCampaign to submission form, spreadsheet, and advertising tools, so new subscribers are easy to add.

One email newsletter is rarely enough. Though many businesses have a primary newsletter for audience building, your sales team will benefit from smaller, more targeted emails. These newsletters are often parts of drip campaigns, a marketing strategy that nurtures leads bit by bit over time.

Running email drip campaigns is laborious without automation. Use these workflows to make it easy to add and nurture new leads with your campaign.

Make social media manageable

Conversations happen fast on social media, and there's more noise—a lot more noise—than signal. Automation can filter important information from the chatter that you can use to grow your business.

Facebook, despite being called the least "cool" social network, remains essential to small business growth. Over 90 million small businesses use Facebook, and half of those, according to a Facebook survey, report growing their business and hiring more people since they started using it.

Use these Zaps to turn your Facebook Page into a central hub for the rest of your social media marketing. With marketing automation, your Facebook Page can become an easy-to-manage, social media command center.

Instagram, another Facebook property, is more popular with young consumers and appeals to different interests. Adding this to your social media repertoire will help your business reach even more people, especially if your product photographs well.

Twitter is much smaller than Facebook or Instagram, having 340 million active users vs. 2.5 billion and 1 billion active users, respectively. What Twitter doesn't have in size, however, it makes up for in impact.

Twitter is where some of the most powerful discourse happens, including conversations that could involve your brand and public complaints about your product.

Rather than scroll through Twitter all day, let these automated workflows surface the most important conversations you need to see.

Leverage your live and virtual events

Live events are stressful, and it's easy for details to slip through the cracks. You might be able to throw an amazing conference that has your entire industry buzzing. But if you can't capture anyone's contact information, it's going to be difficult to translate that excitement into leads and profits.

With these automated workflows, you can focus on your attendees instead of entering their data.

Running virtual events doesn't eliminate the stress of running live events. Instead, it shifts the chaos: Is that Zoom link working? Can everyone see my slides? Is the lag on my end or everyone else's?

Rather than juggle those questions while also handling registration, confirmation, and attendance tasks, let these automated workflows take over.

Map the customer journey with marketing automation workflows

The customer journey is long and difficult to predict. Prospects might know nothing about your company and need an entire marketing campaign to convert. Prospects might know almost everything about your product and need just a call before signing the deal.

A marketing operation that treats all customers the same is worse than inefficient: It risks turning prospects away. Use Zapier to connect all your marketing tools and automate the processes between them. Together, your marketing tools are more than the sum of their parts.

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