Marketing automation in a small business: Benefits and applications

If you run a small business, you probably don’t want to complicate things and get too many tools doing things you don’t actually need. It is likely you want to focus on things that matter to your business and help you grow. If that’s the case in your company, read on because marketing automation may be right up your alley!

Of course, every SME has its own needs and requirements, but for the sake of this article, we are going to focus on four aspects of marketing automation that can help you improve the way you run your business:

  • Understanding your audience better
  • Increasing sales through your website
  • Making the most of your Google Ads campaigns
  • Communicating with your customers via email

Let’s start with the first application.

A better understanding of your target audience

Naturally, success in online business depends on several key factors, but it all starts with a good understanding of your customers and what they need. If you’re clueless about the people you’re trying to sell to, you’ll struggle to make any meaningful sales. Even if you’re a one-person company, you must understand your customers and their needs. This is where one of our solutions comes in handy.

Contact database management is, essentially, a very straightforward CRM platform. It doesn’t come with dozens of features you don’t need (we have more advanced tools for that). With it, though, you can keep all the customer data in one organized place. Each contact comes with several attributes, e.g., what kind of company they represent, what kind of actions they usually take on your website or when communicating with your business, and what are the relationships between them. If you need additional attributes that are not there, you are free to add your own attributes.

With this tool, you can keep all the customers and important information about them in one place, thus saving a lot of time and making your interactions with customers more meaningful.

Marketing automation helps you increase sales through your website

That’s true – marketing automation is NOT a direct sales tool. But it streamlines and automates large parts of the sales process in your business, especially if you offer your products/services directly through your website. Here, we want to turn your attention to two features of our platform:

  • Content automation: With this feature, you can tailor the content of your website to fit the needs and interests of a given prospect. Here’s an example: if you’re running an online store, and you have a potential customer who’s interested in men’s shoes, this can be the very first thing they see on your website. As a result, you build positive UX from the moment someone opens your website.
  • Recommendation frames: They play a vital role in personalizing communication with your customers. Recommendation frames can provide personalized recommendations not just concerning the products in your offer but also pieces of content. So, for example, you can recommend different blog posts to different groups of recipients, e.g., depending on their sector.

Integration with Google Ads

It is very likely that your customers are looking for your products and services on Google. Perhaps you are already running Google Ads campaigns to drive more high-quality traffic to your website. If that’s the case, you can integrate iPresso with your Google Ads account. 

How is this integration beneficial? In short, iPresso fuels your Google Ads account with improved audience data. This is possible because we collect data on customer behaviors and needs. This data can be used to create more effective advertising campaigns on Google by creating personalized audience groups.

As a result, you spend your marketing budget wisely because you can target people who are similar to your current customers, thus increasing the chances of closing more deals.

Make the most of email marketing

Is email still a primary communication tool in your business? It probably is. In that case, you can benefit from email marketing and streamline mass communication with your customers and prospects that you have in your email base.

Our tool allows you to design attractive emails and newsletters using a no-code drag-and-drop editor. This way, you can create good-looking emails in a matter of minutes. Once they are ready, you can decide who should get them – you can send email campaigns directed to your whole audience or just selected segments.

Our email marketing also allows you to personalize your emails (based on the customer information you have in your database) and run A/B tests to see what resonates better with your audience.

Do I need to use all those marketing automation features?

Of course, not! And we won’t charge you more for giving you access to features you don’t need. For many SMEs, the Basic version of our platform is entirely sufficient. However, if you need some non-standard features, reach out to our team, and we’ll be happy to give you access to them (as long as they are available within our system). This way, you can create a platform that comes with everything you need without charging you for things you don’t.

If you’d like to know more, you can contact our team or start with a free 30-day trial period, allowing you to test how iPresso works.

We’re looking forward to working with you!

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