Should My Small Business Invest in Marketing Automation?
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What is Marketing Automation?

Marketing automation is a unique combination of techniques and digital software that various organizational scenarios can use to optimize their business marketing functions.

Unlike traditional marketing, which sought to increase the efficiency of pitches to customers by increasing the number of closes, marketing automation has more future-proof features. It brings together the growing trend of online commerce with digital technologies like social media to improve organizational metrics.

Before the advent of marketing automation, most tech-savvy marketing executives understood the usefulness of social media and the internet for organizational performance.

They could see how an organization could marry its offline marketing functions with a strategic online presence to improve organizational performance while boosting customer satisfaction.

Therefore, marketing automation seeks to improve the organization’s ability to use digital media platforms to interact with customers, understand or even anticipate their needs, and fulfill them in a looped feedback environment.

One of the most commonly used avenues for marketing automation is social media.

Social media also depends on useful or strategic content meaning marketing automation tools must work hand in hand with SEO processes. This unity creates content that not only attracts existing and potential customers back to the online platform, but that which can also inform the business’ marketing strategy.

Essentially, the marketing and sales teams need to understand the trends and attitudes of their customers in a manner that informs their strategy-formulation processes.

Marketing automation provides such an avenue.

Some of the previous innovations that have led to the development of marketing automation include interactive CRM tools that rely on marketing segmentation data, customer data integration, and other sales metrics.

Using such data in the SEO environment enables the organization to collect far more data than traditional marketing campaigns could ever hope to obtain.

Synchronizing innovative CRM systems and other customer interactions with marketing functions or strategies seems future-proof as more people come online during various phases of their day-to-day life this generating more data.

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The Benefits of Marketing Automation

Marketing Automation promises many benefits for business organizations that are attempting to optimize their marketing functions while improving the customer’s experience.

The first benefit of market automation tools is an increase in organizational productivity through simplified marketing and sales management functions. Most of the hard work that marketing involves is taken care of by the software that also negates any human errors. Therefore, marketing executives or small business owners can concentrate on other aspects of their business.

Another benefit of marketing automation that small business owners could realize is the centralization of the increasing functions of the marketing department. Marketing automation involves the creation of a promotional solution that is unknown to the resources already available. Therefore, all CRM, SEO, and social media functions come under one umbrella making it more manageable. Additionally, marketing automation software reduces the impact that stressful communication functions have on the business owner’s ability to work on other aspects of the organization.

That unique combination of optimized functionality and software options increases organizational profitability.

These characteristics of marketing automation increase revenue through strategic lead-nurturing practices, better B2B communication practices, flawless CRM, and even a reduced costs of marketing activities.

Small businesses do not have to incur huge costs associated with traditional advertising channels any longer.

Marketing for small business entails finding an exact balance between the processes of attracting customers and retaining them. Therefore, their marketing functionality must have almost perfect lead identification, nurturing, and closing abilities.

Additionally, it must constantly inquire after the leads after closing and converting them to customers in order to eventually create returning loyal customers. Marketing automation tools enable small businesses to keep in touch using flawless feedback loop systems.

Such communication makes the customer feel more appreciated as any concerns and desires are dealt with in an expedited manner.

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In addition to striking a balance between customer attraction and retention, small businesses could also benefit from relationship marketing.

Herein, the bias is changed to accommodate more of a retention-based practice rather than one focused on attracting new customers.

Marketing automation offers small businesses intent on such strategies with the right mix of customer data and lead management resources. The customer data generated is stored and updated regularly according to new information from feedback such as social media responses.

Small businesses usually handle smaller contracts meaning many customers concurrently get the attention of marketing staff.

Such organizational environments can cause confusion and loss of even loyal customers, especially when there are HR changes in the business.

However, marketing automation offers such businesses the ability to accurately track and monitor each customer’s individual business data and their behavior. Such resources empower smaller businesses, that cannot afford large marketing management department, by offering a useful platform to improve performance.

Marketing automation tools also enable small business owners to streamline their new business’s marketing function.

During the initial stages of a business, streamlining the different functions can be difficult due to the whirlwind of activity that comes with opening a company.

However, marketing automation tools reduce that load, ensuring the business owner can connect different functions of their business seamlessly.

Marketing automation is the combination of software and strategies or techniques that businesses can use to optimize their marketing function.

Due to the growing relationship between digital innovations like social media and business functions such as marketing, creating strategic links between these two could streamline their marketing function by creating and closing leads.

They optimize social media, CRM, and SEO activities leaving the business owner free to engage in other business duties.

Marketing automation also reduces costs associated with marketing, especially among small business owners who are just starting out. Relation marketing practices are common among the owners of such smaller entities, meaning closer communication should be cultivated with the customers.

Finally, marketing automation tools also enhance the small business’ revenue generation process through better B2B communication. Managing leads in a retention-biased manner enables marketing automation to boost the growth of a small business that could be struggling with competition.

Andrew Bachman
Andrew Bachman is the Web & Graphic Design department head and has been in the industry for over 10 years. His passions are fitness, art and music and he really enjoys being able to help local businesses tell their story through their websites.
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