7 Ways Marketing Automation Can Help Your Small Business Grow.
If you’re just starting out with your small business, or if you’ve had one for a while but aren’t sure about marketing automation yet, the big question on your mind may be how this technology can help you reach new customers and generate more sales. After all, marketing automation can seem like an intimidating topic if you haven’t delved into it before—but there are many ways that marketing automation can help your small business grow. Here are seven of them!
1) Save Time with Email Autoresponders.
Marketing automation is crucial for small businesses because of its ability to cut out busy work and streamline key processes. While that’s all well and good, sometimes these programs can seem complicated and overwhelming when you first set them up.
For example, if you want your marketing platform to send an email autoresponder series automatically whenever someone subscribes to your email list, you might be at a loss as to how to make it happen without going through every step of manually setting up each message individually.
Fortunately, there are much simpler ways!
Autoresponders are one of many features those small businesses can take advantage of in order to save time and maximize their marketing efforts.
Whether you’re a new business or an established brand, learning how to use marketing automation can help you drive more leads and increase your conversion rates.
As long as you have a steady stream of qualified leads to follow up with, autoresponders can be incredibly valuable.
2) Create Better Customer Experiences
Marketing automation can help you better connect with your existing customers, as well as help you identify new ones. Use marketing automation to create personalized emails that serve up content based on a customer’s browsing history, recent purchase history, or even their geographic location.
Send them special offers and coupons they can redeem in-store; email them a free guide or report that helps address questions they had while shopping; keep an eye out for anything else they might have recently purchased and send them product recommendations based on those purchases.
The possibilities are endless! But one thing is certain: Marketing automation has never been more accessible than it is today – so don’t wait any longer to give it a try!
Marketing automation can also help you generate more leads, which is one of your main goals as a small business owner.
Why? It's more expensive to recruit new customers than it is to retain existing ones. Marketing automation enables you to create nurturing campaigns that nurture leads through multiple touchpoints – from initial interest through engagement, conversion and eventually retention.
3) Increase Sales by Showing the Best Deals at the Right Time
If you’re using marketing automation to target your audience, you’ll also want to make sure you’re pulling in and promoting deals.
If a sale is ending soon or has recently come to an end, it can be helpful to let existing customers know that they could have been getting better pricing but now might not have time to purchase—giving them a reason to act now.
Likewise, if someone hasn’t purchased anything yet, it can be helpful for them to learn about relevant sales or promotions going on right now.
Promoting relevant deals at key times can increase your sales; failing to do so will ensure they drop by default. It's as simple as that!
Cross-sell by automating deals and other cross-selling techniques. For example, you could have a separate email list of products that don’t quite sell as well as your core product.
If someone doesn’t purchase one of your best-selling items, use marketing automation to automatically promote that product to them—even if they just purchased something else from you. This will remind them about your brand and its full range of offerings.
4) Segment Customers Based on Purchase Behavior
Take segmenting your customers a step further by using marketing automation to automatically target specific groups of clients based on their purchase behavior.
For example, one restaurant owner set up a series of automated emails that triggered as soon as she knew a customer had purchased food online. The first email thanked them for their business and included information about her other restaurants.
The second email asked if they were familiar with any nearby events in town and what times would be good for them to make reservations; if they clicked on it, she would receive an email from them directly requesting reservations.
If they didn’t click on it, another email was sent out reminding them that they had eaten at her establishment before and offering coupons for special deals on food when they dined with her again.
You can do so much more with marketing automation, from emailing customers special promotions as soon as they’ve engaged with your business, to regularly following up with them to see if there’s anything you can do for them in order to make their lives easier.
How will you use marketing automation to target customers and improve your bottom line?
5) Use Data to Improve Customer Experience Over Time
Data can tell you a lot about your customers, like their behaviors and preferences. One of data’s most valuable applications is to give insights into how you should improve over time.
It can be difficult to figure out which customer experience improvements will result in the best outcomes for your business—and which aren’t worth it—but with data analysis, you can make more accurate decisions based on what’s worked and hasn’t worked for similar companies in similar industries.
Ultimately, you should use marketing automation tools to help develop customer relationships that last over time by delivering experiences that are more relevant to them.
Today, marketing automation helps businesses be smarter about their use of data.
For example, if you look at your customer data and see that customers who visited a certain page on your website are now more likely to buy one of your products or recommend you to a friend, then it’s safe to say that it was worth displaying that particular page on your site.
6) Improve Conversion Rates Through Remarketing
Remarketing doesn’t just bring visitors back to your site—it brings visitors back who are more likely to convert.
(The best part? It takes zero work on your part.) Remarketing is simply a way of putting an ad in front of people who have already visited your site, which means you don’t have to worry about SEO or PPC ads—they’re all based off previous visits!
If you’re using remarketing, make sure to make your ads relevant to each visitor based on what they looked at on your site before.
For example, if someone visits a page about marketing automation and your business has marketing automation software, serve up an ad showing that very same product!
That way they’ll know you have exactly what they want before even clicking through. Try it out by simply writing a new line of code into your AdWords account—no extra work necessary!
If you don’t have marketing automation software, you can try remarketing through Google Ads or Facebook Ads.
These two platforms are great for understanding what types of ads convert best with your visitors, meaning it will take less time to determine which type of ads work best—and will help your business make more money!
7) Reach More People With Social Media Advertising
It's no secret that reaching more people through social media can help your small business grow, but these platforms make it harder to reach your audience than it may seem at first.
While you're marketing automation platform will reach as many people as possible, each additional option—whether by way of targeting or messaging strategy—could take some time to see results if not executed correctly or according to industry best practices.
Don't get in over your head; instead of trying new things at once, find one particular type of campaign you want to try and give it a solid go for at least a month before moving on to another type of strategy or social network.
Once you've got one thing dialed in and seeing positive results, then feel free to branch out into something else!
Social media advertising is a powerful tool for reaching an audience, but you'll need to get familiar with its uses and costs if you plan on using it as part of your marketing automation strategy for your small business.
Where can you advertise? Which platform gives you access to which type of audience? How much does it cost, and how do you optimize your ads' results?
Growing a small business is challenging—there’s a lot to do and often not enough time or money to go around.
That’s why it’s important to take every opportunity you can get your hands on that will help you succeed as a business owner. Marketing automation software is one of those opportunities.
It could be one of those little things that makes all the difference, allowing you to focus on what really matters: getting new customers and generating revenue for your company.