If you’re interested in becoming a marketing automation consultant, you’re about to catch the wave. 

While marketing automation is a growing trend, the success of something can only be measured by putting it to its intended use. Whenever companies do not get the ROI they were hoping for from their marketing automation investments (which is often), they shouldn’t blame marketing automation. 

What they should do instead is hire you.

What Is a Marketing Automation Consultant?

As a marketing automation consultant, you help businesses streamline and enhance their marketing processes by implementing and using automation tools. 

According to MarTechSeries, the most common challenges with marketing automation for small businesses are creating quality automation and carrying out smooth marketing automation integration. 

Marketing automation consultants enable businesses to efficiently manage their marketing campaigns, analyze interactions with their customers, and drive more personalized and targeted marketing efforts. Marketing automation allows businesses to stay competitive, save time, and improve their return on investment (ROI).

The demand for marketing automation consultants is growing rapidly as more businesses recognize the growing needs and benefits to automating their marketing efforts. 

Key skills and qualifications required for a successful marketing automation consultant include: 

• Expertise in marketing automation tools
• Knowledge of marketing automation trends
• Strong understanding of digital marketing strategies
• Excellent analytical and project management skills

Understanding Marketing Automation Fundamentals

As a marketing automation consultant, you help businesses use software to automate repetitive marketing tasks, manage multi-channel campaigns, and analyze customer data.

It’s worth taking time to understand the logic and framework behind marketing automation best practices and processes:

• Learn the ins and outs of customer relationship management (CRM) systems
• Becoming an expert in email marketing, lead nurturing, and campaign management

Tip: With Vendasta’s Marketplace, you can offer your clients endless solutions for automation. Rebrand and resell best-in-class products, integrate your own products and services, and deliver them all from one place.

Vendasta’s marketplace includes:

• Reputation management
• Local business listings
• Social media management
• Content marketing
• Scheduling
• Website design and hosting
• Digital advertising
• Productivity and operations
• SEO
• Customer communication

To build a strong foundation in marketing automation, consider exploring resources such as online courses, industry blogs, and professional certifications. Vendasta has an extensive content library that can help you get up to speed with marketing automation.

Building a Strong Portfolio

A visually appealing and comprehensive portfolio showcases your expertise as a marketing automation consultant. Your portfolio should highlight relevant experience, case studies, and the results you've achieved for previous clients. 

Even if you don't have direct marketing automation work, you can showcase related skills and experiences, such as digital marketing campaigns, project management, and data analysis.

Here are a couple of tips on how to create a compelling portfolio:

• Use high-quality visuals: Include screenshots of your marketing automation workflows, infographics that outline your process, and before-and-after comparisons. These visuals make your portfolio engaging and easy to understand.
• Accompany each visual with detailed explanations: This will help clearly describe your role, the challenges you faced, and the solutions you implemented. This narrative helps potential clients understand your problem-solving abilities and your approach to marketing automation.
• Highlight key metrics and outcomes: Demonstrate the tangible impact of your work. Include specific data points such as increased lead generation rates, improved email open and click-through rates, and higher ROI on marketing campaigns. Use charts and graphs to visualize these metrics, making the data more digestible and impressive. 
• Incorporate client testimonials and case studies: Add credibility and provide social proof of your expertise. 

Tip: Vendasta's Advertising Intelligence is the perfect tool to help you demonstrate marketing automation ROI of your marketing campaigns. Its key features are:

• Unified Dashboard
• Real-Time Reporting
• Customizable Reports
• Competitive Analysis
• Automated Insights

Mastering Marketing Automation Tools

Familiarizing yourself with various marketing automation platforms will help you become a successful consultant. Vendasta's marketing automation platform is a great place to start, as it offers a comprehensive suite of tools for omnichannel marketing automation.

While the interfaces may vary, the underlying logic of marketing automation tools is often transferable, making it easier to switch between platforms as needed. Explore the features of different tools to understand their advantages and limitations. Choose the one that appeals to you the most.

Specializing in a Specific Platform

Specializing in a particular marketing automation software provides significant benefits because it lets you position yourself as an expert. 

Here are some ways you can position yourself as a specialist:

• Obtain certifications from the platform provider
• Participate in online communities
• Stay up-to-date with the latest updates and features
• Network with other professionals in the field 

Steps and Stages of Marketing Automation Consulting

Initial Stage: Strategy Formulation

For clients without a marketing automation strategy, assist them in defining their business and marketing goals. Help them select the necessary features and choose the positions they need to fill to implement their marketing automation tools.

For clients with an existing strategy, focus on implementing and integrating marketing automation tools into their current technology stack. 

Execution Stage: Implementation and Training

During this stage, set up landing pages, email templates, and marketing automation workflows. Provide training for the client's team to ensure they can effectively use the tools.

Create analytics dashboards for campaign monitoring, manage the marketing calendar, and test campaign elements to optimize performance. 

Advanced Features and Ongoing Support

Implement advanced features, like personalization, to enhance the effectiveness of marketing campaigns. Provide ongoing support and consultation to help clients continuously improve their marketing strategy.

Monitor and optimize campaigns to ensure they are performing at their best. Regularly review analytics and make data-driven adjustments to improve ROI and overall campaign success.

Continuous Learning and Skill Development

The field of marketing automation is constantly evolving. That’s why continuous learning and skill development are essential for staying competitive. Stay up-to-date with industry trends by reading industry blogs, attending webinars, and participating in professional communities.

Imaginary Scenario of Implementing Marketing Automation for a Small Business

Let's say you’re working with a small local bakery, Sweet Treats Bakery, that has no formal marketing strategy. Here's how you can assist them in defining their business and marketing goals and help them implement marketing automation tools.

Defining Business and Marketing Goals

As a marketing automation consultant, start with a meeting to understand Sweet Treats Bakery's current challenges and objectives. Their marketing goals may be to increase foot traffic, boost online orders, and grow customer loyalty.

Remember to set measurable goals during the meeting, such as:

• Increase Foot Traffic: Aim for a 20% increase in in-store visits over the next six months.
• Boost Online Orders: Increase online sales by 30% within the next quarter.
• Grow Customer Loyalty: Expand their loyalty program membership by 25% over the next year.
• Identify Target Audience: Define their ideal customers, such as local residents, office workers, and parents looking for birthday cakes.

Selecting Necessary Features

Here are a couple of examples of what features a marketing automation consultant could bring to the attention of Sweet Treats Bakery's owner for consideration.

Social Media Automation

Use a social media scheduling tool to automate your posts and interactions. This tool should have features like social media scheduling, engagement tracking, and performance analytics to measure the success of your campaigns.

For example, Vendasta's social marketing platform offers a set of features and benefits that make it an essential tool for any marketing automation consultant:

• Comprehensive multi-platform management
• Advanced scheduling and automation
• In-depth analytics and reporting
• Content creation and curation tools
• Robust collaboration features
• Seamless integration with other marketing tools
• White-label capabilities
• User-friendly interface

Email Marketing Automation

To boost customer engagement and drive sales, implement an email marketing tool that allows you to send personalized promotions, new product announcements, and event invitations. 

For example, Yesware (which is included with a Vendasta plan) stands out as one of the best email automation tools for several compelling reasons:

• Comprehensive tracking and analytics
• Seamless integration with email platforms
• Personalized email campaigns
• Automated follow-ups
• Template library and customization
• Data-driven insights
• Team collaboration
• User-friendly interface 

Are You Ready to Become a Marketing Automation Consultant?

Becoming a highly paid marketing automation consultant requires a combination of technical expertise, strategic thinking, and continuous learning. By following the steps that we have suggested in this guide, you can build in-demand skills, create a compelling portfolio, and position yourself as a specialist in the field.

Start your journey today by exploring resources, gaining hands-on experience, and networking with other professionals. With dedication and hard work, you can become a successful marketing automation consultant and command premium rates for your services.