In today’s world, where everything seems to happen at hyper speed, it’s no wonder that marketers refuse to spend time completing mundane and repetitive tasks by hand. In a bid to save time, resources and improve efficiency, countless marketers have made the switch to automation. Contrary to what many believe, it’s not only the big companies with big budgets that are embracing automation – plenty of smaller, and small businesses are seeing benefits too. If you’re a small business owner unsure of how to implement marketing automation strategy, then read on to find out how it can benefit your business.
What is marketing automation?
First, let’s clarify what is meant by marketing automation. Software and tools that refine marketing workflow, reducing the need for repetitive tasks to be performed by people, all typically fall under the marketing automation umbrella. It’s all about making processes smoother and more efficient whilst minimising costs.
What benefits can marketing automation bring to a small business?
Marketing automation is here to stay and is a key trend being adopted by business owners across different industries. The automation software market is set to grow by 8.5%, with a market value of $5.5 billion by 2019; 51% of companies surveyed said to be using some form of marketing automation already whilst a further 58% are planning to adopt the technology in the B2B sphere.
If your marketing employees are still manually deploying email campaigns or having to spend time on other repetitive tasks, then you are almost certainly losing money. Consider how many simple marketing tasks eat away at your employees’ time and how much more efficiently it could all run instead. Implementing automation strategy will ensure that productivity is optimised to the highest degree and that employees stay motivated and excited by their work.
With automation, your business will be more successful in converting leads, which is crucial to a company that’s on the smaller side. Successfully capturing and converting leads will help a small business to establish a name amongst its customer base, all the while generation more revenue – short and long-term.
Understand your customer
Only through tracking and insights can a business start to understand what their customer base wants and needs. Software offering a customer data platform enables marketers to easily access all the data and data-based trends of their customers, delivering valuable information regarding campaign success and best retention practices.
Despite automation’s association with a ‘copy and paste’ approach, in fact, it allows for greater personalisation of content, which customers appreciate over generic communication. Delivering personalised and relevant experiences will become second nature as you learn more about your customers’ behaviours and preferences.
Marketing automation will become inescapable in the near future and it’s vital for businesses to capitalise on the myriad of opportunities presented by it if they are to stay ahead of the competition. So if you want your business to gain a competitive edge whilst delivering carefully curated content which never fails to engage, then marketing automation is right for you and your business strategy.