What are the benefits of marketing automation for small businesses?

Marketing automation tips and best practices for businesses

Converting your leads into paying customers involves the working of both your marketing and sales functions and marketing automation is the easiest and cheapest way to make this happen.

Marketing automation for small businesses plays multiple roles:

  1. Your marketing efforts uses marketing automation as a tool to identify leads, pass them on to your sales people, and start nurturing them.
  2. Your sales people use marketing automation as a selling aid.

Your marketing automation system sends out relevant content (mostly emails) to entice your leads to take the next step in their buyers journey. Your sales people have full visibility into who has received which emails, and what actions they did or did not subsequently take.

This post explains how and what your small business gain from marketing automation.

The following are what marketing automation can do to your small business.

Create a lead qualification system to help streamline your marketing and sales workflows.

Within your system you assign “points” (or whatever language your specific system uses) to activities. Downloading eBook X is 5 points. Watching video Y is 5 points. Etc.

This allows you to easily see who has looked the most at your content. You can then review the specific actions taken by your high point leads to see where they are in the sales process so a sales person can enter the conversation to guide it to a close.

Nurtures leads who aren’t ready to buy your product or services.

Hardly anyone buys upon initially learning of a new product or service. On average we need to hear of the product or service 7 or 8 times before we buy, and that’s for people who DO have a need.

Keeping your brand and business name in front of your leads is important to converting leads into customers.

Personalize conversations right from the start.

This is not 1 on 1 personalization, but it’s far better than everyone getting the same impersonal form letters. The next email someone gets depends on which email they last got and whether they did or did not take the recommended action.

Teaching your leads though education helps build a strong relationship with them and helps convert them into buyers.

Learn more here..

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3 Comments

  • Susan Ross

    Reply Reply May 9, 2016

    In your webinar, at 16:10 in, there is a typo. At the bottom, I believe the sentence should start with businesses not business.

    Susan

    • Kevin Carney

      Reply Reply May 9, 2016

      Susan,

      I know.

      I found it late after I completed the making of that video, which literally took me all day.

      As fixing such an error in a 27 minute video is a much bigger deal than fixing it in a 2 minute video, I decided to go with the “this will really show I’m not an evil megacorp” angle.

      Kevin

    • Kevin Carney

      Reply Reply May 9, 2016

      Susan,

      Sorry to inundate you with responses, but I forgot to ask what you thought of the webinar video.

      What did you think?

      Kevin

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