Marketing Checklist for Hyperautomation Companies
24-Nov-2020 06:00 PM
Marketing Checklist for Hyperautomation Companies
Technology is improving exponentially and nowhere is the trend more pronounced than in the artificial intelligence (AI) and machine learning (ML) space. Hyperautomation is one of these promising technologies.
Gartner identified hyperautomation as a top 10 strategic technology trend in 2020. Coherent Market Insights reports, the hyperautomation market that was worth $4.2B in 2017, will grow at a CAGR of 18.9% from 2019 until 2027. Many hyperautomation companies are vying to tap into this growing market to add value to organizations. And they are doing it, through content marketing.
How hyperautomation companies can use content marketing
Content marketing not only brings visibility to your hyperautomation product but also performs the role of a knowledge transmitter. The right content, dispensed across the right channels, can bring your hyperautomation product to center-stage.
But we live in an increasingly complex world, where we are bombarded with information constantly. It is important to know what sort of content works and how to market it. But how to get started?
There is almost a universal consensus among digital agencies that creating a marketing checklist is a good first step. A checklist is a written guide to take you through what you need to do to ensure your marketing spends deliver end value. Here’s what a marketing checklist for hyperautomation companies would look like.
Goal setting for your hyperautomation product
Be clear in your understanding of the hyperautomation market before you start marketing your product. It ensures a greater likelihood of acceptance by the right audience. It will also help in crafting the right messages to drive business development efforts.
Over the years, digital marketing agencies like us have discovered that creating a marketing pitch first and then trying to fit potential customers into it is a recipe for disaster. A one-size-fits-all approach won’t help.
Hyperautomation attracts organizations with different goals. Segmenting the target audience by needs, budget, problems, goals, and decision-makers is a good starting point. Later, we can analyze this data to create a marketing strategy. But don’t assume to know what the audience wants. Data and not intuition should guide your decisions.
Identifying your hyperautomation product’s unique selling proposition
A unique selling point defines your company’s place in the competitive milieu. It streamlines your product’s selling point, allowing you to decide how your product is seen by your audience, with a focus on its benefits.
Unless there is a digital marketing agency involved, there is a real risk associated with running generic marketing campaigns, which will drain your budget with no appreciable returns. One alternative is to identify a USP and use it to push the product. But strange as it might sound, a USP is not about your product. A good USP is always about your customers; it makes your customers great!
The first step to finding your USP is to list down the things that make your product great. Then write down the gaps your product fills. Next, identify what aspects of your product your competitors can’t fill. A digital marketing agency can use this information to develop great USPs for your brand.
Identifying your hyperautomation product’s target audience
The internet is an excellent place to find your target audience. It would help if you search for websites your target audience visits, what they Google for (related to your product), people they follow on social media, content they read (blogs, white papers), and more.
Companies must talk to their existing contacts about their product, take their feedback, and if the connections are using another product, find out what they like about that product and what they don’t like. An excellent way to identify potential customers is by putting yourself in their shoes and think about what problems your product solves.
Marketing your hyperautomation product through the right channels
Only the right marketing channels can lead to the right people. But there are tens of marketing channels, and it can be challenging to shortlist the ones likely to work for your company.
Creating a buyer persona is a great way to start. A buyer persona can be as simple as identifying the target’s background, demographics, and identifiers (Is there an assistant involved? Do they need physical copies of marketing collaterals?).
Next, make a list of the most popular marketing channels (email marketing, content marketing, social media marketing, and more) to target the personas created earlier. A digital marketing firm can make a huge difference in this process.
Defining a marketing budget for your hyperautomation product
Most hyperautomation companies haven’t been around for a long time because it is a new concept. As a result, they must set aside a larger percentage of their revenue for marketing purposes. But marketing funds are always scarce and hyperautomation companies must be careful where they allocate funds.
When the stakes are so high, it is necessary to choose a digital marketing agency that knows the chops. Among other risks, there is a possibility of you ending up spending all your funds on a single campaign, without appreciable returns.
If you are still not convinced about setting aside funds to market your hyperautomation product, look at metrics. It could be the number of people reached, post engagement, page likes, number of leads generated, number of leads converted to clients, and more.
Why pay attention to inbound marketing
Since you are going to tap into revenues to acquire customers, there will be a lot of pressure to increase revenues to offset marketing spends. And revenue comes from customers.
However, it is not true that you have to spend astronomical sums of money to acquire customers. Inbound content marketing can help with that. Here, we mean writing blogs, creating infographics, social media posts, videos, webinars, podcasts, and more. These can be part of a marketing campaign or a stand-alone effort.
But most hyperautomation companies don’t have the time nor the resources for a proper content marketing strategy. Moreover, many marketing campaigns are too generic, which misses the point. For such companies, it actually makes sense to engage a digital marketing company to market your product.
The size of the hyperautomation pie is growing. But to get a share of this pie, hyperautomation companies must have a product that stands out from the rest of their competitors. But even if you have a great product, it won’t be enough. You also need to market it to seal the deal.
Content marketing can be a game-changer here. And there is no one better placed to deliver the goods than marketing experts like digital marketing agencies who have skin in the game and have the resources to help you tap into global opportunities.