To help exponentially grow their business, small businesses use marketing automation tools more than ever before. These platforms allow companies to capture leads and nurture them to retain them as sales-ready prospects. Marketing automation has been a fast-growing tool for a long time in the business space, providing essential tools to execute and manage growth tasks automatically using PPC reporting tools.
Amongst many B2B marketers globally, utilizing marketing has seen a massive growth of more than 80% in leads and nurturing management. Here’s a guide to help small businesses get started.
Establish Your Marketing Automation Goals
Before any execution, targets and goals need to be established. As a small business setting attainable goals and identifying objectives will shape the trajectory of the marketing automation campaign. The first step always considers the outcome, and most small companies ultimately aim to generate leads, retain customers, increase e-commerce sales, and rinse-repeat. Creating relevant content and campaigns for your audience will allow your sales and marketing teams to participate and collaborate to help the automation platform accomplish your goals.
Identify and Use Already Existing Clients
There are few methods of growing your contacts database for your marketing automation campaigns using already existing customers. The best way to gain prospective customers is by generating traffic to your website blogs. To capture and keep leads interested, offer an email opt-in newsletter to update them on recent posts. Use social media platforms like Twitter and Facebook and offer promotions that require customer contact details to continue. Another great way to do this is by offering free giveaways for people interested in your product or services, prompting them to share your website landing pages. If you need help gaining insight into your site’s visitors, you can Use the mouseflow to optimise your E-commerce site.
Segment and Tailor Your Content
Although prospective customers are interested in your products or services, it is critical to remember that customers are not one-fits-all. For a successful marketing automation campaign, customer segmentation is vital, especially if your business offers more than one product or service. To push customers down the sales funnel, your content needs to be tailored to each of their interests.
Add A Human Touch to Your Automated Emails
The objective of marketing automated software is to communicate with the audience at the right time in your product journey; however, losing the human touch is easy and can make your campaign ineffective. The best way to achieve and keep humanness in communication is by mapping out all possible customer responses to your message. Put yourself in their shoes and answer your message from varying perspectives and personalities. Begin to send out trail messages and remember to avoid coming across as robotic; mistakes in personalization are the best way to lose prospects.
Gradually Measure Your Efforts
When developing a well-oil, marketing automation campaign takes time, and patience during the nurturing lead’s stage is critical. Small businesses should pay careful attention to campaign testing metrics like customer unsubscribe rates, email open and click-through rates, website engagement, list growth, and conversation rate. The hardest thing a small business can go through is making decisions based on little to no data. Having a clear image of your audience engagement and sales funnel will help you make calculated decisions and improve your campaign.