Small business marketing automation: myths vs. reality
Marketing automation is a loaded term and one that is often misinterpreted. Often when a small business person thinks about small business marketing automation, they are envisioning a magical process by which they get to sit back and marketing just appears like a bag of chips from a vending machine. Yes, it sounds terrific but this scenario really doesn’t reflect reality.
As a business owner, I am by definition a subject matter expert on the products/services that my firm provides. I can’t outsource my expertise, nor can I build a machine capable of recreating it.
There are, however, mechanical processes associated with just about every marketing activity that can be automated. You fuel your machine with expertise regularly and let it do the work for you. Here are just a few examples of tasks that can easily be automated:
- Posting blog, news and website content that has been written in advance
- Synchronizing content across multiple social networks
- Formatting landing or offer pages
- Formatting email newsletters
- Sending leads generated on-site to third party CRM or email marketing packages
- Adding leads and contacts to lead nurturing or drip email marketing programs
- Updating email signatures with company news or blog posts
- Updating SEO (Search Engine Optimization) sitemap.xml files
“Do more with less” is more than a catch phrase for small businesses with limited resources in both time and money — maximizing effort and creating marketing efficiencies are necessary ingredients for success. Simple marketing automation techniques can greatly reduce the burden and stress that often comes with small business marketing automation efforts and make both maintaining and growing marketing efforts a more realistic (and profitable!) endeavor.