Have you just started with your small business? Congratulations! It is going to be a fantastic journey onwards.
We’ve heard many startups grow to become unicorn companies. But, how did they reach this level? A significant part of this is contributed to the incorporation of strategic planning and innovation.
How to grow your company? Well, there is no defined guide to this. Every business is different, and so is the process. However, you would’ve heard of marketing automation. It is quite a buzzword nowadays.
What is marketing automation? What benefits does it serve? How can companies leverage it to their benefit? How to implement marketing automation? What are the best practices to do this? Let us answer all these questions for you.
Put down in simple terms, and it is defined as the automation of iterative tasks using tools and software. Businesses can leverage it to eliminate human intervention, leading to increased operational efficiencies.
Right from lead acquisition to conversion into potential clients, marketing automation does everything for you. It refines the workflow for marketing and provides an overview of how the strategies are working.
For B2C businesses, it is one of the ideal tools that is integrated nowadays. Along with efficiency, it allows the team to focus on core tasks and grow their revenue.
Everyone has 24 hours in a day. And you cannot afford to waste them by performing tasks like sending emails, managing social posts, and such repetitive tasks. This has made marketing automation the need of the hour.
Over the past years, marketers have seen substantial growth by the integration of marketing automation. More than 70% of marketers are incorporating automation in their strategies for business growth. This itself justifies the need for marketing automation for small businesses.
Are you still dicey on whether you should choose marketing automation? Here are some of the benefits of marketing automation which will help you understand why it should be your priority.
Time is a treasure. Who doesn’t want to be efficient and save time? Everyone wants productivity. And marketing automation helps you with that exceptionally well. The innovative tools boost up the day-to-day tasks and operations, allowing the team to focus on core aspects.
Through its integration, the businesses can potentially reduce staffing costs. Following this, they can work on strategic and creative campaigns. It also provides the ease of social media posting, email management and other tasks in one software.
This frees up a chunk of time to develop strategies and indulge in creative problem-solving.
The bottom line of all businesses, whether small or big, is to generate revenue. This is done mainly through lead conversion and potential client building. A majority of marketers have seen immense growth through automation and even higher conversion rates.
You can manage your finances and implement only a certain amount towards automation. Whether it be email marketing or client acquisition, it generates high ROI.
Higher revenue is generated through various tactics like upselling, cross-selling and even referral campaigns. This allows customer attraction and hence, higher revenue generation.
Moreover, automation eliminates iterative, reducing the need of human capital. This allows the organization to save a chunk of their budget as well.
The task does not end after having a potential client. What’s even more important is their retention. In comparison, many use automation to get new clients on board. Many others have explored the potential of marketing automation of customer retention.
But, how does this happen? The marketing automation tools provide the business with behavioural insights of customers. This allows them to understand their needs.
Not just this, marketing automation solutions provide an effective way for business growth. With time, it allows you to reach a wider audience and further segment them accordingly.
How do you determine whether your marketing methodologies are working or not? The automation tools allow you to determine how successful your marketing campaign is.
Based on this analysis, you can understand what actions need to be taken and improvisations that you can make. In the data-driven world, it is quintessential to forecast performance.
This will help you have a clear picture and understand which strategies worked well and which did not.
Are you wondering how to implement marketing automation? There are great tools available on the web for small businesses and enterprises to help you get started. But, nothing works if you do not implement it strategically. You need to have a defined set of elements that you can integrate with the marketing automation tools.
Here is how you can implement the marketing strategies with automation tools.
The foremost task for every business is to know their expectations and define their goals. This will play an essential role in shaping how the marketing campaign works.
Your goals can include increasing conversions, lead generation, customer retention and several others. With marketing automation tools, you can get all of this done.
Ensure that you deliver value to the prospects. This not just makes them interested in buying your products, but they also stay in the longer run.
Create adaptive content that is in accordance with consumer behaviour. This intrigues them to know more about the brand. Whether it be emails, articles or others, ensure that you know your target audience. A majority of the people read your content before they make sales or any other process.
As a small business, it is easy to create a different buyer persona and build focused content strategies.
For instance, while posting blogs, take care of SEO for organic growth. While for social media, ensure that you follow the trends and even hashtags.
Tailor content based on factors. This will help in moving the customers down the sales funnel and address each customer’s requirements well.
This is defined as the process of automatically sending responsive emails during a certain time period.
These campaigns record how the customers are reacting to the emails. The key focus of drip campaigns is to provide the information to consumers at the right time. Usually, it is based on two types of triggers.
The first one happens through newsletter subscription, making purchases and such actions. These involve straightforward emails and responses.
While the other one is based on abandoned interaction with the brand. This can involve users who signed up for the services but did not show up. For them, email campaigns can be designed for re-engagement with the brand.
Do not ghost away from the customers. Stay consistent. This makes them feel your presence leading to regular brand interaction.
One of the major ways of taking follow-ups is through email automation. It is helpful throughout the process of the sales funnel. Start by sending regular updates about your company to the leads. Take follow-ups by sending offers, newsletters and whatever new you have to offer. Understand how the audience is interacting with emails, and optimize accordingly.
The other way of taking follow-ups is through push notifications. These can be sent when the customers are most active on your platform or even when they visit your website. It helps massively to increase engagement with customers and hence their conversion.
One of the companies that opted for interactive engagement through push notifications is 1mg. They are an online pharmaceutical company catering to the medical requirements of people. They used push notifications in two ways to track and grow customer engagement.
- Messages with CTA (call-to-action):
This strategy led to increased traffic on the site and app. This provided a higher engagement on the blog and kept the customers informed about the for-and-about of the medical industry.
- Notifications containing coupon codes:
Coupon codes triggered the audience and made them interested in purchasing the product. This strategy helped in strengthening the customer base. (Study Source: NotifyVisitors)
Another way of implementing marketing automation is through segmentation. This helps majorly to manage the lists of leads based on several factors.
These factors can be demographic, geographic, interest, level of the sales funnel, etc. This allows targeting the audience in a better way.
It allows you to nurture the leads driving them through the sales funnel. Once you have a better understanding of the consumers, you can address their requirements accurately. Some of the ways through segmentation is done includes:
- Classic segmentation: This involves segmenting the prospects based on information gained through online research and lead forms. It includes company size, location, industry, etc.
- Lead scoring: With this strategy, different weights are assigned to the leads on the basis of characteristics. For instance, if the buying power lies with the CEO, then, C-suite members will have a higher score. This will also help in determining the lead’s value.
- Behavioural profiling: It allows dynamic sorting of the audience based on pages they visit, engagement with organisation and products they purchase. This dynamic segmentation makes the follow-up process easier.
Do you know that every activity of yours can be tracked on the web? Even the place you move your cursor on the screen. Heatmaps track the highly active position in UI design. This allows the developers to understand and comprehensively track user behaviour.
The ‘hotspots’ are defined as the places on the site having high user engagement.
One of the examples of companies using heat maps is Aditya Birla Capital. They are committed to providing financial services to their clients. During the process of changing the UI elements, they opted for heatmaps. This helped them in understanding the pain points of users and address them accordingly. They observed an increase of about 20% in signups on their site. (Case Study Source)
Top marketing automation software for your small business
Once you know how to implement marketing automation, it is essential to understand which automation software you can integrate. Every business has different requirements. Hence, during the implementation phase, check that the software aligns with your business goals.
One of the software which works well with both small business and enterprises is PeppyBiz. We provide you with the following features:
- Omnichannel marketing by connecting different marketing platform
- Easy setup with your business
- Tracking the customer actions
- Sending personalized emails
- Conversion of website traffic into sales
- Automatic product recommendation
The list does not end here. There are several other features which fulfil all your business requirements well.
1. What are the best practices involved in marketing automation?
When implementing the marketing automation tools, you can follow the below-mentioned practices. These will help in channelling your efforts in the best possible way. These include:
- Reaching out to the leads on social media helps in interacting with a wide customer base.
- Automation helps in understanding platforms with high lead generation.
- With automation tools, you can also create customized content.
- You can send relevant messages to prospects based on their behaviour.
- Integration of VR and AR opens up several new possibilities in automation.
2. What features should one look for while opting for marketing automation software?
Some of the features which the businesses must tick off the list are as follows:
- User-friendly interface
- CRM integration
- A well-optimized landing page
- Social media management
- Capabilities to nurture the leads
- A/B testing
- Analytics providing insights
3. Does the marketing automation tool work well for both marketing and sales processes?
Yes, the marketing automation tools can be used for both sales and marketing. They can help throughout the process, right from lead acquisition to conversion into potential customers.
As a small business, marketing automation can help you grow your business by leaps and bounds. Understand and analyse your marketing strategies during implementation. All you need to do is, have a goal-oriented marketing automation strategy to manage tasks seamlessly. Marketing automation can undoubtedly work wonders for your business. With all the benefits and ways on how to implement marketing automation, you can get started right away.
Sara is a content writer at PeppyBiz, a platform that helps businesses automate repetitive tasks and increase work efficiency through marketing automation software.