Small businesses have the same needs as giant, enterprise businesses. They want to know who’s on their website. They want to target messages to those website visitors based on their activity. They want to score leads to ensure sales is following up with the most qualified buyers.
Many of these needs can be addressed through marketing automation jobs and services, but small companies can feel as if these tools are too much for them – too much money, time, capability, the list goes on and on.
When marketing automation services were born about a decade ago, large corporations and technology companies were the first adopters. Today, many providers have recognized and addressed the needs of small businesses and now target them as a unique buyer group.
Here are three quick benefits of marketing automation for small business:
- Helps maintain customer relationships: Once you’ve scored, nurtured, and closed a lead into a customer, your next job is to keep them as a customer. Use your marketing automation tool to send newsletters, product updates, and event registrations to customers.
- Helps track campaign results: One of the most immediate and marketable benefits of B2B marketing automation is the ability to track engagement with your emails, nurture campaigns, website landing pages, and lead capture forms. This way, you can access your engagement and ROI and plan your next campaign.
- Helps reduce costs: Now, this is a general statement, but small business marketing automation should save you money by automating tasks so you can spend less time on marketing and more time on your skill set. Many small businesses have a marketing department of one or someone who handles marketing + everything else.
Marketing automation is an efficient way to monitor your website, generate and nurture leads, and continue their education as customers. However, do remember that increasing the frequency of your messages doesn’t automatically mean an increase in engagement. Sometimes is even ends up hurting you, as leads feel as if they’re being drowned in your constant emails.
Start by reaching out to leads and customers with once a week email communications – this lets them know you’re thinking about them without being overbearing. Next, try two communications per week, separated by at least 2-3 days. Check your email statistics to make sure your unsubscribes haven’t increased and your engagement hasn’t decreased. From here, it’s up to you, but remember to stay familiar.