5 Reasons Marketing Automation Is A Great Investment

5 Reasons Marketing Automation Is A Great Investment

As a small business owner, it’s important to make smart investments that can grow your business. While it’s easy to throw money at every new shiny object that promises to be the savior to your business, there’s only one investment you should be making that will give you what you ultimately want – more leads, more customers, clients, patients, more sales and more money. What investment will give this to you? Marketing automation.

What Is Marketing Automation?

In simple terms, it means automating your marketing techniques. Whether that’s providing someone with information so they learn more about your business and the solutions you provide, or making an offer to bring someone back who hasn’t done business with you in a long time, marketing automation helps you deliver the right message to the right person at the right time. It refers to software that markets your business effectively through various channels available online. The most prevalent misconception about marketing automation is that it is difficult to set up and maintain. On the contrary, it allows you to market smartly, with limited time and resources, to sweat less and gain more.

The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.

Bill Gates 

How Can Marketing Automation Benefit My Business?

There are 5 reasons marketing automation is a smart investment for your small business:

  1. Less pain, more gain. Marketing automation is like having an entire marketing team sending out all of your campaigns (without paying the exorbitant salaries to have those people on staff). It is a backbone that keeps your daily schedule in check so you’re not wasting time nor forgetting important tasks. Marketing automation software sends out emails with precision and accuracy based on behavior, time or other segmentation. It brings leads into your funnel, qualifies them, assigns them (if you have a sales team), and ensures those leads never fall through the cracks again. In short, it takes the hassle of out those everyday tedious tasks while giving you the insight into your business to know exactly what’s working and what’s not.
  2. One single solution. Don’t pat your shoulders for having multiple marketing tools for a series of tasks running on various platforms, because it only complicates your marketing process and makes it less efficient. Successful marketing never happens from separate systems that don’t talk to each other. It just leads to mistakes, which then take more of your time to fix. Marketing automation runs your business on a comprehensive platform, allowing you to collect valuable information you can use to deliver a targeted message. This means you don’t have to export from one system to import into another. Or if you make a change in one system, it can send out a wrong message in another system. Bye bye generic marketing that delivers the same message to everyone. As a business owner, this gives you control to manage everything from one place.
  3. Create, customize, and nurture client relationships. Before a visitor becomes your prospect and finally turns into your customer, client, or patient, they explore a lot of information online. Visitors who come to your website are very likely in different phases of the buying cycle. Some may not even realize they have a problem. Some may not have ever heard of your company before. Some may be actively looking for the solutions you provide. Some may be ready to buy today. You can’t market to all of these groups the same. The message just won’t resonate. With marketing automation, you can provide relevant content that’s customized, based on where that person is in the customer journey with you.  Remember, not everyone is ready to buy today, so you need to create and nurture the relationship so you build that “know, like, trust” factor and become front of mind when someone is ready to buy.
  4. Testing opportunities. What you “think” will work when it comes to marketing is usually wrong. The only one way to know is to test, test, test. Marketing automation systems like Infusionsoft allow you to test email messages, landing pages, online forms, etc.  This data then gives you insights into what’s working and what’s not so you can best leverage your limited marketing dollars.
  5. Analyzing your marketing performance. Measuring and determining the marketing techniques that impact your ROI in the best way are very crucial. With marketing automation, from the time a prospect clicks until he takes the next step, his activity is tracked and his behavior analyzed all through by the software. Reports and numbers generated from this information gives an insight into both highlights and glitches in your strategies. On the other hand, these reports can keep you up to date and measure its contribution to the bottom line. Having numbers in front of you on a dashboard that show you daily activity gives you the information you need to know to make smart decisions.

These five reasons easily justify the investment a marketing automation tool like Infusionsoft can have on your business.

About the Author Stacey Riska

Stacey Riska, aka “Small Business Stacey” is a serial entrepreneur who is passionate about saving small business and rebuilding Main Street. She helps small and local business owners become a #SmallBizMarketingWiz by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients, MORE sales, and MORE money.

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