Because the outcome of doing so can be faster and more efficient, businesses of all sizes may consider delegating marketing tasks to specialized software. Enter marketing automation : software and technology platforms that allow businesses to effectively market to potential customers across a broad spectrum of channels direct mail , email , the web, social media, mobile, etc.
Once the principality of the enterprise, marketing automation has, in recent years, become accessible to small businesses, both in terms of cost and ease of use. As intimidating as some of this may seem, the campaign management systems designed for small businesses to leverage these technologies are now built to be easy to use. By automating segmentation and targeting, small business owners can let software quickly connect the right audience with the right campaign. Less guesswork, and fewer endless hours agonizing over demographic charts.
With embedded marketing automation, small business owners can now let software activate interconnected discovery, capture, engagement and conversion systems that work entirely on their own, leaving them free to concentrate on the day-to-day needs of their business. Marketing automation software can track the effectiveness of marketing campaigns in real time and can equip business owners with accurate and actionable marketing insights with real value. How could a small business start using marketing automation?
The best place to start may not be to dive into technology right away. First, it is important to understand the business objectives or pain points that marketing automation will be tasked with driving or eradicating. In short, start by asking the right business questions:. The answer to the first question what am I trying to do? It might also be to let more current customers know about a new product or service, an upcoming special sale, or even a new grand opening. Once these business questions have been articulated, only then can one move to the next phase: How can marketing automation help improve these outcomes?
One easy place to start marketing automation is segmentation and targeting.
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Marketing automation software can help organize your customers potential or existing based on key characteristics like age, gender, income, interests, and even purchasing history. Doing this helps identify those prospects in your market that are most susceptible to respond positively to a campaign — as opposed to marketing to tens of thousands of poorly targeted prospects that may have no interest in becoming your customers.
Improved segmentation and targeting also tend to increase campaign ROI in a variety of ways, from boosting discovery and response rates to driving visitors to a website or brick-and-mortar store all precursors for net new sales. Once the targeting and segmentation are complete, the data may be converted into a format that the right marketing automation software can then use to either help create a campaign from scratch or improve the effectiveness of a direct mail campaign.
One way to maximize a direct mail campaign ROI is to directly connect a direct mail campaign to digital technologies and key digital marketing assets — like a website, video channel or social media account. How is this done? Below is a short list of some of the marketing automation technologies in use today that a small business can leverage to do just that.
QR codes are high-tech boxy-looking barcodes that can be printed directly onto print ads and direct mail pieces. Variable data integrates customer databases with high-volume mass printing to customize text, images, and promotions at specific times to provide recipients with personalized content. Direct Access Automation.
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