Marketing automation is the latest in business technology. But, newer doesn’t always mean better, even when it comes to technology. Before considering a new technology, like a marketing automation system, for your small business, ask yourself the following:
Does my current technology do the same thing?
What’s the learning curve?
How much does it cost?
Do we really need it?
“Marketing automation is one of the biggest trends for businesses this year, following content marketing and big data,” said Dave Chaffey of Smart Insights. Chaffey reminds business owners, though, that there are so many apps, programs, gadgets, and techniques that promise to help take your business to the next level, that it is crucial to look at how the program will fit into your specific operations and be tailored to your company before actually pulling the trigger.
What is marketing automation?
Marketing automation means using software that allows you to set up a customized workflow designed for your unique marketing efforts. It takes a lot of time out of the marketing process, as once you set up your marketing campaigns, the channels through which they will be delivered, and the frequency of the delivery, the system works on its own. Essentially marketing automation software functions as a marketing manager for each client you wish to reach.
Can your current technology do that?
Email marketing is now the primary technique used to reach customers, and the process itself has come a long way since its inception. But, marketing automation goes far beyond email marketing, allowing you to incorporate these techniques into your campaign:
Landing page builder
Shopping cart integration
While you may already use many of these tools to get the job done, marketing automation is all encompassing. Its one fee and one software that does it all.
Can you figure it out?
You’re right to be nervous when trying a new technology, but marketing automation isn’t overly complicated. The majority of marketing automation platforms are easy to use, with common features like drag and drop. So, while it helps to be tech savvy, you don’t need to be a tech genius to use marketing automation.
How much does it cost?
This is the most important question for many businesses, especially small businesses. There are reliable marketing automation services that cost as little as $75 a month for up to 10,000 contracts. To figure out if you’d actually save money by switching to marketing automation, you need to first figure out how much you spend each month on email, page hosting, eCommerce support, and other web tools.
Do you need it?
Data from the marketing industry shows that marketing automation can capture essential qualified leads (one of the most important elements of the sales process), increase profits, and decrease overall costs. It will help your company transition to a marketing world that is entirely tech reliant. So, while you might not need marketing automation right this minute, it is definitely a trend worth looking into for the future. For more information regarding marketing automation, [Click Here].