5 Steps to Marketing Automation Success

WSI Team

Marketing automation is all the rage these days, and for good reason: it frees up humans to do things humans are good at and automates repetitive and mundane tasks. With marketing automation technology improving by the day, it's easy to see why it's become so prevalent.

A word to the wise, though: just because you engage with and implement marketing automation processes doesn't guarantee your marketing automation success. It's like anything else in life, you need to put in time and effort to hone your skills in order to generate the best results.

To help you avoid turning what should be a time-saving process into an inefficient and confusing mess, we put together an infographic outlining the 5 Steps to Marketing Automation Success:


What is marketing automation? Successful marketing automation boils down to one simple concept: knowing exactly what your customers need and the reasons why they need it. In order to understand the what and the why of your customer's needs, however, you have to truly understand your customers. This is why even though marketing automation is an automated process, it only works as well as you set it up. And to properly set things up, you need to understand the steps to implementing marketing automation and what causes your customers pain so you can help ease it.


Once you know exactly how to meet the needs of your customers, the automation process begins. The first step is to set reasonable goals by delving into your site's traffic numbers. If you know, you need 500 incoming site visits to generate 5 new leads, make that your goal and drive headlong toward it.


Upon first blush, marketing automation might seem drastically different than the digital marketing strategies of the last few years, but that's not the case. Marketing automation uses the same tried and true tactics – content, social media, and email – it just organizes them better. Think of it like the wrap jobs you see on Christmas presents; you can use the exact same wrapping paper to wrap a present, but if one is wrapped with more care and expertise, it absolutely glows below the tree (while the poorly wrapped present lays crumpled to the side).

The content that functions best within an automation strategy focuses on answering customers' questions while offering your products and/or services as potential solutions.


The worst thing about most lead generation processes is internal communication within a business or company. Small businesses often have so much work piled onto not enough people that leads fall by the wayside. And within larger companies, a misalignment between sales and marketing is often the culprit of too many leads left unconverted. Neither of these situations is a case of not enough leads being generated, it's about leads being mishandled. If you can treat your leads properly – something marketing automation demands – you may not need to generate more.


Another issue with many marketing strategies is they are so disconnected it's nearly impossible to tell whether they are working. With the amount of access we have to data and information in today's world, not knowing is never acceptable. If you establish a closed-loop reporting process that tracks your leads as they travel along your funnel, you'll always know.


Yeah, yeah, implementing automation marketing and testing is another thing we talk about all the time. But the reason we harp on some of these things so much is that they make that much of a difference to your success! Landing pages, blog posts, emails, and social posts all need to be tested and tweaked until they deliver optimal results. There's no reason to settle for less when a little bit of effort can help you maximize the dollars you spend on digital marketing.

10 Marketing Automation Tools Examples

  1. HubSpot, a marketing automation platform, offers email marketing and lead nurturing features.
  2. Marketo, now a part of Adobe Experience Cloud, provides lead management and analytics capabilities. 
  3. Salesforce's Pardot is a B2B-focused platform with lead scoring and email automation features.
  4. Mailchimp is known for its user-friendly interface and is widely used for email marketing, with features like drip campaigns.
  5. ActiveCampaign is a marketing automation software that combines email marketing, automation, sales automation, and CRM. 
  6. Oracle Eloqua is an enterprise-level platform offering lead scoring and campaign management.
  7. SendinBlue, known for its affordability, integrates email and SMS marketing with automation features.
  8. Drip focuses on e-commerce, offering workflows, personalization, and segmentation.
  9. Zoho MarketingHub, part of the Zoho suite, provides multichannel marketing automation and lead management.
  10. SharpSpring includes email marketing, CRM integration, and behavior-based tracking for effective lead nurturing

When selecting marketing automation platforms, businesses should consider their budget, needs, and requirements.

AI and Marketing Automation: The Dynamic Duo Transforming Your Game

Remember the days of endless manual tasks and late nights glued to your marketing dashboard? Thankfully, those days are fading thanks to the rise of two powerful forces: AI and marketing automation. These dynamic duos are streamlining workflows, boosting efficiency, and unlocking unprecedented levels of personalization and engagement. But with a dizzying array of tools claiming "AI-powered" crowns, finding the best fit for your marketing arsenal can be tricky. This list guides you in navigating the exciting world of AI and automation and discovering the tools to propel your marketing magic to new heights.

Content Creation on Autopilot:

  • Jasper AI: This versatile AI writer is your one-stop shop for copywriting. From sizzling social media captions to captivating product descriptions, Jasper crafts compelling content that grabs attention and converts leads, giving you more time to focus on the strategy part of your business. 
  • Surfer SEO: Once you have your buyer personas all sorted out, you're going to need your content to dominate search engines. Surfer SEO analyzes your content against competitors, suggesting keywords, topic clusters, and sentence structures to optimize your work for Google's hungry eyes.
  • Lexica Art: Say goodbye to generic stock photos! Lexica Art uses AI to generate stunning, on-brand visuals that perfectly complement your content, making your blog posts, ads, and social media feeds pop.

Automate the Mundane, Master the Moments:

  • Zapier: This workflow automation wizard connects all your marketing tools into a seamless symphony. Automate repetitive tasks like email scheduling, social media posting, and lead nurturing, freeing up your time for big-picture thinking.
  • ManyChat & Chatfuel: Engage your audience on their preferred platforms! These AI-powered chatbots answer customer questions, capture leads, and nurture relationships through Facebook Messenger, WhatsApp, and other messaging apps.
  • Grammarly & Hemingway Editor: Don't let typos and convoluted sentences trip you up. These AI grammar gurus polish your writing to razor-sharp perfection, ensuring your message is clear, concise, and impactful.

Beyond the Toolbox: Data-Driven Insights and Personalization:

  • Albert.ai: This AI-powered advertising platform analyzes your target audience and optimizes your ad campaigns for maximum reach and engagement. No more throwing spaghetti at the wall – Albert.ai targets the right people with the right message at the right time.
  • FullStory: Get inside the heads of your website visitors! FullStory uses AI to track user behavior, reveal engagement patterns, and identify areas for improvement. Optimize your website layout, content, and calls to action for a conversion-boosting experience.
  • Brand24: Stay ahead of the conversation. Brand24 monitors online mentions of your brand and competitors, giving you real-time insights into social media buzz, customer sentiment, and industry trends.

Remember, the magic lies not just in the tools but in how you wield them. Choose tools that align with your goals, understand their capabilities, and don't be afraid to experiment. With the right AI and automation allies, you'll be amazed at what you can achieve—think lightning-fast workflows, laser-targeted engagement, and content that truly connects. So, go forth, brave marketers, and let the AI revolution power your path to marketing mastery!

This is just a starting point, of course. Feel free to delve deeper into specific tools, share your favorite AI and automation secrets, and spark a conversation about how these game-changing technologies are reshaping the marketing landscape. Let's make the most of this dynamic duo and turn our marketing dreams into reality, one automated task and AI-powered masterpiece at a time!


The Best Digital Marketing Insight and Advice

The WSI Digital Marketing Blog is your go-to-place to get tips, tricks and best practices on all things digital marketing related. Check out our latest posts.

Subscribe Blog

I consent to WSI collecting my contact details and sending me digital communications.*

*You may unsubscribe from digital communications at anytime using the link provided in WSI emails.
For information on our privacy practices and commitment to protecting your privacy, check out our Privacy Policy and Cookie Policy.

Don't stop the learning now!

Here are some other blog posts you may be interested in.

The New Patient's Google Journey: How Your Clinic Gets Chosen Before You Ever Meet Them

By Pamela Bell • June 26, 2025
Long before a new patient steps into your clinic, long before your front desk smiles or your doctors provide care, they’ve already made the most important decision: whether even to consider you. That decision, in today’s world, happens almost entirely online, and almost always begins with Google. This is the reality of the modern patient journey. It starts not with your clinic’s name, but with symptoms: a sore throat, a lingering cough, a child’s weekend rash. Patients type search phrases like “urgent care near me,” “walk-in family doctor,” or “child rash clinic open Saturday.” If your clinic isn’t optimized for searches like these, you won’t even show up, because Local SEO isn’t optional anymore; it’s your digital front door. Once Google serves up its results, patients encounter the next filter: the map pack. Instantly, your clinic is compared against nearby options based on your Google rating, the number and recency of reviews, your hours of operation, and whether your listing includes real photos and click-to-call buttons. At this stage, patients aren’t judging your medical expertise; they’re judging your online presence, often within seconds. The next phase is the review deep dive. Patients scan your reviews to see what others are saying: Are reviews recent? Do you respond to both praise and complaints? Are there recurring issues like “long wait times” or “rude staff”? Your online reputation isn’t a passive reflection; it actively drives patient decisions. And by this point, patients are either feeling reassured or quietly disqualifying your clinic without you even knowing. If you make it past reviews, their journey moves to your website. Now you have seven seconds to earn their trust. They check whether booking an appointment is simple, whether your website loads quickly and works on mobile, whether you display real staff photos rather than generic stock images, and whether your services, hours, and insurance details are clear. An outdated or confusing website signals outdated care, even if your clinical quality is exceptional. Finally comes the silent comparison. At this stage, patients are often weighing you against one or two competitors. What nudges them toward you is simple: clear hours, pricing transparency, easy online scheduling, insurance details, and educational blog posts or FAQs that make them feel informed and understood before they’ve even called. And then, without warning, the decision is made. They call, or they don’t. And most of this happened without you ever knowing they were looking. So how do you position your clinic to win these invisible battles? Start by improving your Local SEO: fully optimize your Google Business Profile with updated hours, categories, services, real photos, and accurate contact information. Actively request reviews from satisfied patients and make sure you're using keywords that reflect both your services and your geography. Next, invest in your website, ensure it loads fast, looks great on mobile devices, prominently features your services, team, insurance accepted, and allows easy booking. Real team photos foster trust far more effectively than stock images ever could. You must also take ownership of your online reputation. Respond professionally to every review, both good and bad, and use review management tools to monitor your ratings in real time. Simultaneously, use content to build ongoing trust, publish blog posts that answer the most common questions your patients are searching for, and incorporate photos and short videos that introduce your staff and services in a warm, relatable way. Finally, ensure your clinic’s most basic information, your phone number, hours, and services, are accurate across every platform where patients might find you. Inconsistent information creates instant doubt and drives patients elsewhere. At the end of the day, your care teams, your doctors, and your patient experience absolutely matter, but patients have to choose you before they experience any of that. And that choice happens on Google long before anyone meets you. Your Google presence is your new waiting room. It’s where first impressions are formed in seconds. If your clinic isn’t optimized for how real patients make decisions today, you’re losing them before you even know they’re looking. We specialize in helping family medical clinics win this invisible battle by building smart digital marketing strategies that convert Google searches into booked appointments. Let’s make sure they choose you first.

Is Your Clinic’s Marketing Actually Working?

By Pamela Bell • June 19, 2025
Marketing your family medical clinic isn’t just about having a website, a Facebook page, or running the occasional ad. It’s about whether those efforts are translating into real results, more booked appointments, higher patient retention, and stronger community trust. But here’s the challenge: most clinic owners aren’t sure how to measure that. So, how do you know if your marketing is doing what it’s supposed to? Let’s look at the core areas every clinic should evaluate, and what the signs of success (or failure) look like. Your Website: Digital First Impressions Matter Your website is often the first real interaction a patient has with your clinic. In just a few seconds, they decide if they feel confident enough to call or book. But if your website is slow, outdated, or unclear, you’re losing that chance before it even starts. Ask yourself: Is the homepage clear about what you do and who you serve? Are your phone number, address, hours, and services front and center? Can patients book appointments online quickly and easily, especially on mobile? Does the site load in under 3 seconds? Are you using real team photos and patient-friendly language? If your bounce rate is high or your site isn’t converting traffic into appointments, your website isn’t just underperforming; it’s actively costing you patients. Your SEO: If You’re Not Found, You’re Not Chosen Patients don’t just search for your clinic name. They search symptoms and needs: “child cough urgent care,” “family doctor near me,” “open Saturday clinic.” If you’re not showing up on the first page of results, especially in the local map pack, you’re not even part of the decision-making process. Evaluate: Are you showing up for common local search terms? Is your Google Business Profile complete, with updated hours, services, and real photos? Are you consistently collecting patient reviews? Is your site optimized with local keywords, service area mentions, and structured data? If your competitors are outranking you, they’re getting the calls that should be coming to you. SEO isn’t optional in 2025; it’s how patients discover and trust your clinic before they ever speak to you. Your Messaging: What Are You Saying (and Is It Working)? Even if your clinic is visible and your site looks great, poor messaging can quietly sabotage your efforts. Messaging includes the tone and content of your website, emails, blog posts, social media updates, and even review responses. What to look for: Is your voice consistent, warm, and community-centered? Does your messaging clearly explain your services and what makes your clinic different? Are you creating helpful content that builds trust, like blog posts or FAQs? Are your email and social campaigns designed to educate and guide, not just sell? Patients want clarity and confidence. Confusing, generic, or overly clinical language can turn them off. Great messaging doesn’t just inform, it reassures and connects. Metrics That Actually Matter It’s easy to get distracted by vanity metrics, like total website visitors or social media likes, but what really counts are numbers tied to patient action. Start by tracking: How many online visitors convert to booked appointments? What percentage of calls are coming from Google search or maps? How many new patients come from organic traffic versus ads? Are patients returning? Are they referring others? If you're unsure how to track these, you're not alone, but it’s critical. A marketing strategy without measurement is just guesswork. The Bottom Line If your website isn’t converting, your SEO isn’t bringing in traffic, and your messaging isn’t resonating, then your marketing isn’t really working. It might look fine on the surface, but underneath, your revenue is leaking. The good news? All of this is fixable. A strategic review of your marketing, especially by an expert who understands the unique needs of family medical clinics, can reveal exactly what’s working, what’s not, and what to do next. We offer a free clinic marketing audit that evaluates your website, SEO, and messaging to show you where the gaps are and how to fill them with smart, high-return marketing strategies.  Because marketing should do more than look good. It should work.

5 Ways Smart Marketing Helps Family Clinics Grow

By Pamela Bell • June 17, 2025
Family medical clinics are the heartbeat of many communities. You’re often the first call for a worried parent, the trusted partner for long-term wellness, and the place patients turn to for everything from flu shots to chronic care. But in today’s digital-first world, being a great clinic isn’t enough. You need to be visible, memorable, and accessible online. Smart marketing bridges that gap, not by chasing trends, but by creating scalable systems that support sustainable growth. 1. Being Found Where It Matters: Local SEO as the New Front Door The days of relying on foot traffic or print directories are long gone. Patients now begin their healthcare journey with a Google search, often typing phrases like “family doctor near me” or “child flu symptoms urgent care.” If your clinic doesn’t appear in those search results, you don’t exist to that patient, no matter how excellent your care is. That’s where local SEO becomes vital. It’s not just about having a website, but making sure your clinic’s Google Business Profile is fully optimized with current hours, services, photos, reviews, and proper categorization. Consistency across online directories and accurate name, address, and phone number (NAP) details builds trust with both Google and potential patients. SEO is an ongoing effort, but one that delivers compounding returns. The more patients see your name at the top of local search results, the more they recognize your clinic as a trusted choice. 2. Educating and Reassuring with Content that Builds Trust Patients today expect more than a clinic; they want a healthcare partner. That relationship often starts before the first appointment through the content you provide online. A blog that answers questions like “What vaccines does my child need before school?” or “When should I worry about a cough?” demonstrates authority and care. Videos that introduce your providers, explain your patient intake process, or show what to expect on a visit reduce anxiety and increase comfort. Educational email newsletters with seasonal health tips, wellness reminders, or changes in operating hours keep your clinic top of mind. This type of content marketing doesn’t just fill your website; it builds patient trust, strengthens brand loyalty, and creates a digital rapport that leads to real appointments. 3. Turning Your Website Into a 24/7 Patient Conversion Machine Think of your website as your virtual front desk. Is it answering questions clearly? Is it welcoming? Does it guide people to the next step easily? For many clinics, the answer is no. A poorly designed website, slow to load, not mobile-friendly, and hard to navigate, creates friction that sends potential patients to a competitor. A smart marketing strategy treats your website as a tool for conversion. This means using clean, mobile-first design, fast load speeds, and intuitive navigation. It also means having real-time online booking tools, clickable phone numbers, and clear service pages. Adding trust-building elements like provider bios, patient testimonials, and real images of your staff helps visitors feel more confident in choosing your clinic. Every second someone spends confused on your website is a second closer to them leaving. Every second they feel understood moves them closer to booking. 4. Automating Communication to Reduce No-Shows and Boost Retention Smart marketing isn’t just about bringing new patients in; it’s about keeping them coming back. That’s where automated communication tools like text reminders, email follow-ups, and recall campaigns come in. A no-show may seem like a one-time issue, but repeated across a month, it can cost your clinic thousands in missed revenue. By sending appointment reminders at 48 hours, 24 hours, and 2 hours before a visit, you drastically reduce no-shows. Post-visit follow-ups checking on patient recovery or prompting them to book annual physicals, build long-term loyalty. You can also use segmentation to send targeted content, such as flu shot reminders to families or chronic care tips for diabetic patients. Automation ensures your team isn’t bogged down with manual outreach while keeping patient relationships active and personal. 5. Actively Managing Your Online Reputation to Influence Patient Decisions A glowing recommendation from a friend once carried the most weight. Today, that recommendation often comes in the form of a Google review. Patients scrutinize your rating, read your reviews, and form opinions before they ever contact you. If your clinic has few reviews, outdated testimonials, or unaddressed negative feedback, it creates doubt. A smart marketing strategy includes consistent review generation and response management. Train your front desk to ask for reviews after successful visits, send automated follow-up emails linking to your Google profile, and respond professionally to all feedback. Your review section should reflect the care you provide. The more genuine, positive reviews you have, the more you build trust with every potential patient doing their online homework. Smart Marketing Isn’t an Add-On, It’s a Growth Engine Family clinics are busy places, often stretched thin between providing care and managing day-to-day operations. But ignoring your marketing is no longer an option. It’s not just about bringing in more patients; it’s about building a reliable, repeatable system that drives revenue, supports your team, and keeps your community healthy. When your digital strategy is clear, your website converts, your reviews build trust, and your communication nurtures long-term relationships, your clinic moves from reactive to proactive growth. You’re already providing exceptional care. Now it’s time to make sure more patients know it. Smart marketing connects your services to the people who need them most, efficiently, consistently, and with measurable results.
Show More