Marketing Automation Specialist — Marketing Automation Platforms & Tools
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What you'll learn:
Laying the Foundation - Description: Understand what marketing automation is, its benefits, and why it's important in today's marketing landscape. Learn about the different types of marketing automation platforms and tools available. Focus on key concepts like lead generation, lead nurturing, and marketing ROI. - Resources/Activities: - Read introductory articles and blog posts on marketing automation (e.g., from HubSpot, Marketo, Pardot, Mailchimp). Search for articles titled "What is Marketing Automation?" and "Marketing Automation for Beginners." - Watch a short introductory video on YouTube explaining the basics of marketing automation. - Define key terms like CRM, email marketing, segmentation, and A/B testing. - Expected Outcomes: A solid understanding of what marketing automation is, its core concepts, and its potential benefits. Ability to define basic marketing automation terminology.
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What you'll learn:
Choosing the Right Tools - Description: Explore popular marketing automation platforms like HubSpot, Mailchimp, ActiveCampaign, and others. Understand the features and functionalities each platform offers (email marketing, landing pages, lead scoring, etc.). Learn how to assess platform options based on your business needs and budget. - Resources/Activities: - Research and compare different marketing automation platforms. Utilize comparison articles and reviews (e.g., G2, Capterra). - Sign up for free trials or free tiers of a couple of platforms. (e.g. Mailchimp or Mailerlite). - Watch platform demo videos available on YouTube for the selected platforms. - Expected Outcomes: Familiarity with various marketing automation platforms and their features. Ability to identify key features and benefits for different platforms. Initial understanding of platform pricing and limitations.
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What you'll learn:
The Cornerstone of Automation - Description: Dive deep into email marketing best practices. Learn about email deliverability, creating effective email content, designing email templates, and understanding email marketing metrics (open rates, click-through rates, conversion rates). - Resources/Activities: - Read articles and guides on email marketing best practices (e.g., from Mailchimp, HubSpot, or Campaign Monitor). - Explore email template design resources (e.g., Canva or Mailchimp's template library). - Analyze successful email campaigns you've received (or have permission to analyze) to understand what works. - Expected Outcomes: A solid understanding of email marketing best practices, including content creation, design, and deliverability. Basic understanding of email marketing metrics.
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What you'll learn:
Putting Theory into Practice - Description: Start building simple email campaigns within the free trial platform you chose. Learn how to create lists, segment audiences, design email templates, and schedule emails. This focuses on the practical application of the previous day's learnings. - Resources/Activities: - Log into your chosen free trial marketing automation platform. - Create a basic email list and segment it. - Design a simple welcome email and a follow-up email. - Schedule your welcome email to be sent automatically when new contacts are added to your list. - Expected Outcomes: Practical experience in building and scheduling simple email campaigns using a marketing automation platform. Confidence in using the platform interface.
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What you'll learn:
Capturing Leads - Description: Learn the importance of landing pages and forms for lead generation. Understand how to design effective landing pages that convert. Explore best practices for form design and placement. - Resources/Activities: - Research landing page design best practices (e.g., from HubSpot, Unbounce). - Examine examples of high-converting landing pages. - Create a simple landing page using the platform's landing page builder (or a free landing page creator). - Design a basic form to collect leads. - Expected Outcomes: Understanding of landing page and form best practices. Basic ability to create and deploy landing pages and forms.
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What you'll learn:
Creating Automated Journeys - Description: Learn how to create automated workflows (also known as "campaigns" or "automations") within your chosen platform. Understand the basics of triggers, actions, and conditions. Build a simple lead nurturing workflow. - Resources/Activities: - Review tutorials or documentation on creating workflows within your chosen platform (e.g., HubSpot Academy). - Design a basic lead nurturing workflow based on a downloadable resource (e.g., a free ebook). - Implement your lead nurturing workflow in the chosen platform, configuring triggers, actions, and conditions. - Expected Outcomes: Understanding of workflow concepts. Experience in creating and testing simple automated marketing campaigns.
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What you'll learn:
Measuring Success - Description: Learn how to track and analyze the performance of your marketing automation efforts. Understand key metrics to monitor (email open rates, click-through rates, conversion rates, etc.). Learn how to generate basic reports and interpret the results. - Resources/Activities: - Explore the reporting features within your chosen platform. - Create a basic dashboard to track key metrics for the email campaigns and landing pages you've created. - Analyze the data from your campaigns and draw conclusions about their performance. - Expected Outcomes: Understanding of key marketing automation metrics. Ability to generate and interpret basic reports. Initial understanding of how to optimize campaigns based on performance data.
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