In order to stay competitive against larger, better-funded, and more established rivals, small- and medium-sized businesses have to use every advantage that they can. Fortunately, marketing automation services are the life-blood of modern marketing and they can help any smaller firm increase its chances of converting prospects into loyal customers.
If you’re getting started in the world of marketing automation, here are 5 simple ways small business should use marketing automation to build their revenue:
1. Make Sure Your Communications are Fast
Fortunately, marketing automation software enables smaller businesses to close the gap. With email, for one, your firm can collect names on the contact form and then send an automated response which addresses the prospect by name. If a prospect calls, software enables you to automate a follow-up email and to track progress after the first conversation. All this will give you much-needed capabilities to keep leads fresh.
2. Tailor Your Messages to Different Buyer Groups
These prospects will most likely interact with your firm at different parts of the sales funnel, so that’s one place where you can tailor your appeal. Marketing automation software makes it easy to craft unique messages for these different segments, which will then go out with a minimum of hassle.
3. Enhance Your Lead-Scoring Capabilities
However, it is less known that you can go beyond this basic functionality. For instance, many firms are now implementing what’s known as progressive profiling, which asks for one or two pieces of information before a prospect receives content. While increasing fields in contact forms causes follow-through to decrease, you can generally get prospective customers to provide one or two pieces of information before they start losing interest. This data is information that you can use to augment and shape your future marketing efforts, which means higher chances of converting.
4. Perform Split-Testing
Split-testing (also called A/B testing) involves sending two or more different messages to subscribers. Marketing automation software enables you to easily measure click-rates, reading time, and conversions, giving you capabilities that the biggest firms have been enjoying for years. With marketing automation software, you can close the gap between your smaller firm and the capabilities enjoyed by the giants.
5. Bring Back One-Time Customers
For example, you can automate it so that a customer can receive an email 4 or 6 months after their purchase, reminding them of their business and thanking them. The email could describe new developments and products, or offer a coupon as incentive to visit again. You could even set a program to search for 4- and 5-star reviews on popular consumer review platforms like Yelp, and then reach out to those customers.