Knowledge BaseMarketing Automation for Small Businesses

Growing businesses may take up a number of advertising channels at once. Use marketing automation tools to set up all channels and integrate them into one efficient marketing system

Imagine you’re the conductor of a very strange orchestra. You have a heavy metal guitarist, a reggae drummer, a classical violinist, a jazz pianist, and everyone wears earmuffs. You’re trying to conduct them to play music that will immediately impress the most picky critic — your audience — who’s walking through the hall in a hurry.

If your musicians aren’t listening to each other, you’ll miss each and every customer, one by one, or even scare them away with a crazy cacophony.

That’s why we created this article explaining the main concepts and functions of marketing automation. You’ll also get a to-do list for launching and scaling your marketing automation processes at a company of any size. We hope after reading this article, your marketing orchestra becomes harmonic and gathers a London opera hall full of customers!

“Marketing automation is unavoidable and necessary if you really care about your business. Will you do it with pleasure and get the expected results or will you build a nonsense Jenga tower of services and data channels and wait until it falls down? It’s completely up to you.”

What is marketing automation?

Marketing automation is using software to minimize inefficient effort and time spent on marketing routines and manual tasks. You can find
other definitions of marketing automation, but this one is the simplest. The main function of automation is to simplify and speed up time-consuming marketing activities such as:

  1. Content production and distribution
    2. Marketing campaign management
    3. Lead management
    4. Advertising campaign estimates

Done correctly, marketing automation minimizes repetitive manual work for marketers and frees their time for strategic, management, and creative tasks that have a high impact on marketing results.

What are the main tasks of marketing automation? Which business aims are reachable by means of marketing automation?
Optimizing a marketer’s work

Productivity noticeably increases when routine processes are passed to services and applications. For example, if you need to send a thousand emails or collect data on your customers from social media in a separate database, you typically waste whole weeks on manual work. With marketing automation, you can spend one week on set-up and execute these tasks in the blink of an eye any time you need to.
With marketing automation, marketers can scale typical tasks:

Send trigger emails in response to customers’ actions instead of sending a handful of emails each week by hand.
Segment audiences to automatically choose the most efficient communication channel based on segment characteristics.
Analyze advertising channels much faster.

Collecting data also becomes easier with marketing automation, and you can collect data more precisely without the risk of human mistakes. Even the smallest error or inaccuracy can lead to massive data loss or incorrect selections for reporting.

Profit: Zero time spent on routine tasks, more attention to work with traffic, leads, and clients, less chance of making a mistake in the data collection and processing stages.

Conclusions

Marketing automation is unavoidable and necessary if you really care about your business. Will you do it with pleasure and get the expected results or will you build a nonsense Jenga tower of services and data channels and wait until it falls down? It’s completely up to you.

Plan your marketing automation stage by stage. And don’t forget that:

The data ocean will be increasing constantly. Without automation and organization of data processes, your whole business can sink.

Advertising will become more and more expensive. Thus, saving money is a must. All market leaders have systems in place to stop inefficient expenditures rapidly based on business intelligence.

Human errors and marketers’ time cost even more than automation. Let marketers make their decisions and let computers do the calculations and exchange data.

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