best practices on marketing automation for your small business

The best practices on marketing automation for your small business

Marketing automation has penetrated in both large and small businesses.

For small business owner, if you are planning to automate your marketing, you need to understand the basic concepts and find a tool that you can afford

The following are the best practices on marketing automation for your small business

What is Marketing Automation?

Marketing automation is the automating of specific messaging tasks to your prospects in your effort to convert prospects into customers.

You create content on your website for the various steps in your sales funnel (their buyers journey) and you “tie them together” with messages. Generally the messaging platform is email, but some marketing automation platforms are starting to incorporate social networking sites messaging as well.

Create Your Content

The content your create should address the questions and issues your prospects have. You need (at least) one piece of content for each step in your sales funnel.

The content can be pages of text, images, videos, or whatever else might best convey the idea.

Create Messages to Send

The messages will be context dependent.

Someone downloads your eBook or watches your video, in exchange for which they provide their contact information. That starts the process.

Everyone who takes a predefined action gets the same first email.

Some people don’t open the email, other open it and don’t take the recommended action (look at something on your site) while others still both read the email and take the recommended action.

This means there are 3 “paths”(or follow up emails) from that initial email.

You create “if then” conditions that determine what email is next sent to what prospect.

This creates a personalized experience for your prospects. The next message they get depends on the actions they did or did not take on the last one.

This personalization of content creases effective and inexpensive small business marketing.

Develop a content Strategy for your communication channels

With Marketing Automation you look at your conversion rates at every step of the process and work on incremental improvements. Adjusting where necessary to improve conversion rates.

Develop a devoted content strategy for emails, social media messages and other direct communications channels with your audience.

Your content strategy should focus on What, Why, Where and How your customers solve their problems with your product or service.

Maintain communication with your audience

Content marketing can be thought of as a smart DRIP campaign, where you drip out messages whose purpose is to keep you top of mind, with the individual prospects getting messages that are most appropriate for where they are in their buyers journey.

Learn more here….

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