A real-life example of marketing automation in action
Imagine this: Sam, an employee at a local furniture consignment store, takes a picture of a recently-arrived sofa with his mobile phone. He enters a title, a brief description, and a price.
- Within seconds, the new item appears simultaneously on the company’s website and their Facebook page.
- It is added automatically to the daily email blast that goes out at 10AM every morning, highlighting the new and interesting merchandise in the store.
- An email with all the information posted is also sent to his colleague who manages all the store’s postings on Craigslist.
Two minutes and a smartphone allowed Sam to do a lot of marketing work with almost zero effort, and without taking him away from his other duties. Since the machine was built a few months ago, all Sam has to do is keep feeding it with new furniture and everything else happens automatically.
Sam is a real person and his store, The Consignment Gallery, is a real estound client.
The Consignment Gallery’s prior online marketing efforts were rudimentary. They had a basic website, but never posted any of the one-of-a-kind furniture that came into the store. They never had an email list. They had less than 150 Facebook followers and never posted updates. They never posted to Craigslist. They did not have a full or part-time marketing employee and they knew the company finances would never support that kind of resource.
In just 6 months, they have tripled their web traffic, built a Facebook following close to 1500, and their previously nonexistent email list is now over 500 shoppers strong. Within that email list, the store has 54% open rate and an 11% click rate. And they did it all while reducing their monthly advertising spend.
Marketing automation is real, and it is achievable, even by small businesses without in-house marketing expertise. This store doesn’t need to work harder at marketing than other small businesses, they’ve just been shown how to get the most out of the time investment they can make.