What Is Marketing Automation? And How Does It Work for Small Businesses?

marketing automation
Have you ever heard the term “Marketing Automation” before? Well, given that we are in 2018, I’m sure you have come across it multiple times. Especially if you spend some time searching for tools to boost your marketing activities. But do you know what is it? Do you confuse it with email marketing? I surely hope that you don’t! Think of the time you had to waste carrying out repetitive marketing tasks that kept you from doing the important stuff. From logging in to your social media accounts separately to post each post at its scheduled, to sending out cold non-personalized emails to your customers or prospects. Marketing Automation came to save the day!

What Is Marketing Automation?

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Marketing Automation is the process of automating your marketing activities, pretty obvious huh? It refers to the software that helps you become more efficient and effective at your job as marketer by executing your marketing tasks for you. It is efficient, organized and most importantly doesn’t cut out marketers because it still needs you to direct it! If you are a small business owner, marketing automation software can help you strengthen your relationship with your prospects. Accordingly, it leaves you with more time and space to become more efficient at what you do

Why Do You Need Marketing Automation for Your Small Business?

1) Lead Nurturing

All your marketing efforts are directed straight to capture customers and get them to buy from you. According to Marketo, on average, 50% of the leads in any system are not yet ready to buy. By leads, we mean people who are interested in your offering, visited your website and voluntarily submitted their contact details to be contacted later on. Marketing automation gives your lead nurturing process a boost. But hold on, what is lead nurturing?

Lead nurturing is the process of developing relationships with buyers at each stage of the sales funnel. It focuses marketing and communication efforts on listening to the needs of your prospects and providing the information and answers they need.

Automating your relationships with your prospected leads helps you deliver more personalized messages to them at the most appropriate time.

2) Keeping The RIGHT Customers

Which do you think is cheaper? Acquiring a new customer or retaining an old one? Well you guessed it! Multiple researches and case studies indicated that the cost of acquiring a new customer is much higher than retaining and turning an old customer into a loyal one. Marketing automation can help you retain your old customers and motivate them to buy from you again. Through email automation, you can send consequent series of emails to your old customers, where you can show them other products or services you provide that they can be interested in. This will enable you to effectively up sell and cross sell your offerings and make your customers happy again.

How Do You Choose a Marketing Automation Platform?

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Well this could be tricky. First you need to know if marketing automation is right for you. Despite its many benefits, it won’t be the best solution to go for if you own a really small business dealing with less than 10 customers! So depending on your business, industry and customer database, you need to search around and compare between the options you have out there. Then you need to know which ones will deliver the best results at the best prices. This you can do by checking out their customer’s testimonials and reading their success stories. If you can get directly in touch with a current customer that would be a great source of information to you! Also you need to know that they will be there for you when you need them. You need to make sure that their team will provide you with instant assistance on how to use their platform.

Now tell us, have you ever tried a marketing automation platform before? Which one and how did it go with you? We would love to hear all about it in the comments section below!

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