May 9, 2019
Marketing automation benefits for small business owners
If you’re new to the world of marketing or just getting your small business started, you may or may not be familiar with the term “marketing automation.” You might also be put off by the term — it sounds complicated and perhaps a tad too technical — and assume that your business does not need marketing automation. You may even think: “It’s only for larger enterprises with lots of money to spend, right?”
In reality, though, marketing automation is actually a straightforward concept that can be used by businesses of all sizes. It simply involves using software to engage with prospects and customers automatically. That’s it.
In some ways, the concept is ironic. After all, you’re using a computer program to help your business forge a more genuine, more intuitive, and more personalized relationship with your customers. At the end of the day, though, the benefits of marketing automation speak for themselves.
Here are 3 ways marketing automation can help you grow your business and drive better results:
It will make you more efficient
Marketing automation is, as its name suggests, automatic. After the initial time and investment involved in setting up, marketing automation eradicates grunt work and allows you to be hands-free. The amount of time you save from doing repetitive and mundane marketing tasks can now be directed towards more important things such as growing your business, developing (and executing) strategies, and focusing on your customers.
For example, let’s say you have a website and someone signs up for your weekly email newsletter via a form. If you’re using marketing automation, here’s what will happen:
- The new subscriber automatically receives a welcome email.
- Your welcome email may ask the subscriber to define what type of experience they want to have with your band. For example, do they want to register for a demo? Do they want more information about your product? Are they keen to sign up for a free product trial?
- You can use your marketing automation software to segment subscribers based on how they responded above, then create different journeys for each customer segment. You can also configure your journeys to send notifications to your team when a specific event occurs (for example, notifying your sales team via Slack when someone requests further information)
- Based on their responses, your new subscriber is now on a customized lead nurturing journey like the one below. And because you’ve set all this up, this entire process is automatic.
It makes multi-channel marketing much easier
A common misconception is that the term “marketing automation” can be used interchangeably with “email marketing software” such as Mailchimp.
While it’s true that many marketing automation solutions comprise an email component, they are generally capable of doing more than just send emails. In addition to email, marketing automation solutions such as Autopilot allow you to connect with your customers via additional channels such as on-site and in-app messaging, direct mail, and SMS.
When compared with traditional “batch and batch” email marketing software, marketing automation software leaves it in the dust.
It allows you to form meaningful connections with your customers
Wouldn’t it be great if you could create a personalized customer journey for everyone who interacts with your brand? And wouldn’t it be great if they all received the right message at the right time, your marketing efforts aren’t so obvious, and if this can all be done without having to hire a lot of people?
Now, what if we told you that all the above is possible with marketing automation? All you have to do is create a personalized journey across the entire customer experience and simply let the whole thing run on autopilot.
Whether you’re generating or nurturing leads, or onboarding and upselling existing customers, marketing automation will help you make it all happen much faster and with more consistency.