Business process automation (BPA) is a process that automates repetitive and time-consuming tasks. It helps save time and improve efficiency, productivity, and accuracy. While many business processes can benefit from automation, marketing is the one reaping big rewards in that space.
As marketing teams face more pressure to deliver more results within a short time, and sometimes with limited resources, the presence of automation to ease the tasks is a major plus. They free up more time for marketers allowing them to focus on more creative work and areas that need a human touch.
How To Successfully Implement BPA In Marketing
To embrace BPA into your marketing campaign, you first need to implement it successfully. The automation process will only work if it’s implemented carefully and aligned with the marketing goal. Here’s a look at how to do it:
1 Choose The Right Tools And Technology
When choosing BPA tools to implement in your marketing projects, there are several factors that you should consider. First, consider going for a multi-tenant solution. This allows multiple organizations to share resources but maintain separate business processes. By adopting a multi tenant workflow, your marketing team can cut costs, improve efficiency, and work with multiple clients and brands.
You should also consider the volume of data and the complexity of the processes. If you have large datasets that may make the marketing process more complex, then you’ll need sophisticated BPA technology that can streamline the marketing tasks.
2 Implement BPA In A Phased Approach
Once you have identified the right BPA tool to use in your marketing strategy, it’s time to start the implementation. The best way to implement automation is using a phased approach. Start with developing a plan that indicates the processes to be automated, the timeline for implementation, and the tools needed.
Secondly, ensure you train your employees on the new tools. Everyone should understand how they work and how they can be used in your business processes. This will help prevent friction and improve efficiency in the workflow.
Finally, test and launch the automated process on a small scale. You can then gradually roll them out to the entire organization. When rolling out the automation process, remember to test and optimize them at different stages. This can help improve their efficiency and effectiveness in your marketing efforts.
3 Monitor And Measure Results
You should always measure the results of your automation processes to know if you’re achieving the desired results. This will then tell you what areas need adjustments to help meet your target goals.
Some key metrics that you can track include the following:
· Customer Satisfaction: Measuring whether your customers are satisfied with the new processes is essential as it offers a comparison point before and after automation.
· Cost Savings: How much money and resources have you cut from your marketing campaign since you adopted automation? Are the tools helping you reduce the costs or not?
· Marketing ROI: Finally, it’s important to measure the amount of ROI you’re getting after investing in automation. As earlier mentioned, the main purpose of a BPA is to improve efficiency and effectiveness. However, you should measure specific points such as what percentage has the ROI improved.
While these are the major metrics you should be looking at, you can also measure data accuracy, lead generation, and other important ones to get a more holistic and detailed view of the performance of BPA.
Benefits Of BPA For Marketing
Process automation has so many benefits in a marketing campaign. Some of the top ones include:
· Increase Efficiency And Productivity
One of the biggest benefits of a BPA is that it helps marketers improve their productivity. The technology will automate repetitive tasks, freeing the marketers to focus on the strategic side of the campaign. For example, by automating sending email newsletters, there won’t be any need to assign any marketing staff every morning to send these emails.
· Improved Data Accuracy And Insights
BPA can improve data accuracy and insights by collecting and analyzing data more efficiently and effectively. This can lead to better customer insights and market trends which will improve your marketing campaigns.
For example, you can collect data on customer website activity, email engagement, and social media engagements. With this data, you can identify the type of content that is most popular with their target audience.
· Reduced Costs
BPA can cut costs by reducing the labor needed to perform certain tasks. It can also help reduce errors and waste, leading to cost savings. Additionally, it can help to reduce errors in platforms such as newsletters which, in turn return reduces the number of support tickets and the time needed to resolve them.
Marketing is an important part of business. It helps attract customers and follow up on leads to ensure continuous growth and revenue for businesses. But as customer preference and purchase behavior change, marketers need to stay ahead of the game by embracing tools such a BPA.
Implementing automation leads to more efficiency, less costs, more productivity, and improved customer satisfaction. Therefore, follow the best implementation practices and use them in your business today.