As a business owner, you have various goals that are challenging to reach without marketing automation.
You need to find new customers, keep the ones you have happy, help your audience connect with your brand, and do all these tasks with the lowest investments possible.
Marketing automation can help you do all of those things.
In this post, I’ll explain how marketing automation drives business growth and outline some of the benefits it can provide to your company.
I’ll also share some tips on getting started.
So, if you’re ready to take your business to the next level, read on!
What is Marketing Automation?
Marketing automation is a process that uses technology to automate digital marketing tasks like email marketing, social media campaigns, targeted ads, and more.
By using marketing automation, you can reduce the amount of manual work you need to do.
So, you free up your time to focus on more critical tasks like running your business, developing customer relationships, and creating new marketing initiatives.
Different Types of Marketing Automation
Various marketing automation options are available to help businesses automate and streamline their marketing efforts. Some examples of them would include:
1. Customer Relationship Management (CRM)
CRM automation helps you manage customer relationships more effectively.
You can track customer data, manage communication, and automate customer service tasks.
2. Email Automation
Email marketing automation helps you with your email marketing.
You can send emails to your subscriber list, track email open rates, and segment customers into different lists.
3. Landing Page Automation
Landing page automation helps you create and manage landing pages for your website.
You can design landing pages, track conversion rates, and split-test different landing page designs.
4. Social Media Automation
Social media automation software can help you post to social media sites, track social media engagement, and find new potential customers on social media.
6 Ways That Marketing Automation Drives Business Growth
Here are six ways marketing automation can help your business grow.
1. Generates Leads
Lead generation is an essential step in any business. With a few simple forms on your websites and email marketing, automation helps you generate high-quality leads in less time, resulting in more sales and a higher ROI for your business.
It also gives you a better understanding of what potential customers are interested in, which helps lead nurturing.
Finally, marketing automation can also help you score your leads to identify the hottest prospects and prioritize your sales efforts.
2. Increases Customer Engagement
Marketing automation lets you personalize emails and content based on your audience’s preferences and behavior.
This makes them feel special, and your emails feel more like a one-on-one conversation.
You can also track which customers open and click through your emails to gauge their interest in your offerings.
As a result, you’ll be able to meet their needs better and exceed their expectations.
3. Increases Sales
You probably have a sales process in place to convert leads into customers.
Marketing automation is a tool that can help you automate that, including lead nurturing, follow-up, and closing.
By tracking the behavior of your leads based on their interactions with your website and marketing materials, automation can help you identify which leads are ready to buy and when to contact them.
Additionally, you can stay top-of-mind with your prospects by automating your email marketing and lead nurture campaigns without putting in the extra effort.
As a result, you can close more deals while saving time and energy.
4. Improves Customer Retention
Automation software can help you drive those first sales and keep track of your customers’ buying habits and preferences.
Then, you can use this information to create targeted marketing campaigns to keep customers engaged with your brand and check out your other products or services.
Such software tools can also help you automatically follow up with customers after a purchase, improving customer retention rates.
5. Reduces Costs
By automating your marketing tasks, you can save money on labor costs associated with performing these tasks manually.
Additionally, automation software often includes tools that help you to track your spending and performance metrics, which can help you to identify areas where you could cut costs.
6. Guides Better Decision-Making
Marketing automation lets you track automated tasks’ performance, helping you quickly identify which activities are most effective and adjust your campaigns accordingly.
You can make more informed decisions about where to allocate your resources.
As a result, you can make more informed decisions, create more effective campaigns, and save time and money.
Common marketing automation tools
There are many different tools available to help automate your tasks.
Below are five of the most common ones, along with a brief overview of each:
- HubSpot: HubSpot is a comprehensive marketing and sales platform that offers a wide range of features, including email marketing, automation, tracking, and CRM.
- Pardot: Pardot is another popular marketing tool designed specifically for B2B marketers. It offers features such as lead scoring and nurturing, email automation, and integrations with Salesforce.
- Marketo: Marketo is a cloud-based marketing automation platform with lead management, email marketing, and customer segmentation features.
- Eloqua: Eloqua is another cloud-based platform that offers similar features to Marketo, including lead management, email marketing, and advanced analytics.
- Act-On: Act-On is an all-in-one marketing platform with features such as lead management, SEO tools, social media integration, and webinar hosting.
Tips for Getting Started
Marketing automation increases the efficiency of your digital marketing.
However, getting started can be daunting. Below are several tips to help you get started on the right foot.
1. Define Your Goals
What do you want to achieve with marketing automation?
Do you want to increase brand awareness, drive traffic to your website, or generate more leads?
When you know what you want to accomplish, consider which tools will help you get there.
2. Choose the Right Platform
There are numerous marketing automation platforms, so choosing one that’s a good fit for your business is essential.
Consider factors like cost, ease of use, and integrations with other software before making your final decision.
For example, email marketing platforms such as MailChimp or Constant Contact offer templates and drag-and-drop editors, making creating and sending newsletters simple.
On the other hand, CRM systems like Salesforce or Zoho offer features that help businesses track and manage customer relationships.
Lead generation software like Leadpages or HubSpot can help businesses capture more leads with forms and landing pages.
By selecting the right tool for your business needs, you can save time and resources while improving your marketing results.
3. Set up Your Automation Rules
This is where you will see the real power of marketing automation come into play.
By setting up rules for how your contacts should be treated, you can automate a wide range of tasks, from sending out welcome emails to customers who sign up for your list to sending follow-up emails after someone makes a purchase.
A good user experience should always be the priority, so ensure you integrate automation with providing real value to your audience through your content.
4. Test, Test, Test
As with any new software tool, you should test your marketing automation platform before going live.
Send out a few test emails and make sure everything is working as it should.
Once you’re confident everything is working correctly, you can use automation in your day-to-day business operations.
When done correctly, marketing automation drives actual business results and growth.
The six ways outlined in this blog post are just some of the many benefits you can experience by investing in marketing automation for your business.
If you’re ready to take your marketing and business to the next level, consider implementing a marketing automation solution today.
Originally published October 8, 2022; Re-published November 4, 2023.
Poulomi Basu is a marketing and branding specialist who helps small businesses and entrepreneurs develop their brand stories and optimize their websites with SEO techniques and content writing. Her mission is to help small business owners achieve their business objectives through digital marketing. You can find her sharing tips and thoughts on LinkedIn, Twitter, and Pinterest.