If you’re overwhelmed by all the work that goes into getting the word out about your business, you’re not alone. Marketing is a lot of work with so many repetitive processes. Marketing automation workflows can help streamline these processes by taking on most repetitive tasks, boosting efficiency, and enhancing customer engagement.
While marketing automation is a significant load-reducer, small business owners may struggle to identify which automation tools to use when they consider automating their marketing processes.
This guide covers the top tools, benefits, potential risks, and implementation tips for making smarter marketing automation choices and growing your business efficiently.
Key Takeaways
- Marketing automation significantly enhances lead generation and engagement for small businesses, potentially resulting in a 451% increase in qualified leads and a 14.5% boost in sales productivity.
- While marketing automation offers numerous advantages, businesses should be cautious about costs, complexity, and the risk of depersonalizing customer interactions if it is not implemented thoughtfully.
- Selecting the best marketing automation software requires careful consideration of key features, scalability, support, and cost to ensure it aligns with business objectives and can adapt to growth.
Read More: A Practical Guide to Marketing Automation for Small Businesses
Why Small Businesses Need Marketing Automation
Marketing automation uses software to handle marketing tasks, streamlining efforts for small businesses. Automating routine tasks like sending follow-up emails or scheduling social media posts frees time for more strategic activities like closing actual sales. This can lead to a 451% increase in qualified leads for small businesses. Marketing automation helps businesses personalize customer interactions, enhance engagement, and utilize big data effectively.
Integrating marketing tools with your business’ CRM systems can offer a comprehensive view of customer behaviors; and data that you can harness to make your marketing efforts more targeted and effective. This increases your sales.
Automation tools are not just about saving time; they are about doing more with less and making every marketing effort count.
Key Benefits of Marketing Automation for Small Businesses
Reduced marketing cost: Using marketing automation can reduce overall marketing costs by 12.2%. For local businesses, this can mean savings of up to $10,000 with beginner-friendly tools. In addition, small businesses can save over 16 hours a week with effective automation. This time can be redirected towards strategic planning and creative endeavors, driving the business forward.
Richer lead insights: Marketing automation enhances lead management by offering deeper insights into customer behavior and interests. Businesses that nurture leads with automation can see an increase in qualified leads. Nurtured leads tend to make purchases that are 47% larger compared to those who haven’t been nurtured. This highlights the importance of maintaining continuous engagement with prospects.
Boost sales: Moreover, businesses using marketing automation can boost sales and outperform competitors by 63%. Automating repetitive tasks allows marketing and sales teams to focus on high-value activities, leading to better results and higher revenue.
Is it all sunshine and roses with marketing automation? The answer is no and we will see why in the next section.
Drawbacks and Risks of Using Marketing Automation Systems
Setup hassles: While marketing automation has many benefits, potential drawbacks exist. Major concerns are the set-up time, costs, and technical know-how for full-fledged systems, which can be a barrier for some small businesses. While it’s possible to automate some parts of your business for less, setting up fully-stacked automation systems on par with large companies can be complicated and time-consuming. If not set up carefully, these systems can lead to unintended outcomes, such as sending incorrect messages to customers.
Loss of human touch: Another risk is losing direct communication with clients. Prospects may feel they are being “marketed to” if automation isn’t set up thoughtfully. Balancing automation with a personal touch ensures customers don’t feel alienated.
Carefully planning and monitoring your marketing automation workflows can help your small businesses mitigate risks and maximize benefits.
Essential Marketing Automation Features for Your Small Businesses
Selecting the right marketing automation software involves identifying key features crucial for small businesses.
The core features you need from a marketing automation platform are; email, social media, and blog content automation (semi, or fully), campaign management, audience segmentation across content channels, personalization, and integration capabilities. An effective platform should manage multiple campaigns through a single interface, and allow task tracking and team collaboration.
The leads you create and nurture through your systems should all be tracked in a CRM.
Depending on your marketing process, you may need fewer or more automation tools. You have to identify the features you need and select the best marketing automation software that provides them for your business.
Email Marketing Automation
Email automation is a game-changer for small businesses, and it’s usually the entry point. It’s easy to dip your toe into automation by setting up automated email campaigns that can help save time, personalize communication, and significantly boost conversions.
Automation allows businesses to deliver targeted email content based on customer data, ensuring each message resonates with the recipient.
Drip email campaigns effectively nurture leads through automated sequences triggered by user actions. For example, a new subscriber might receive a welcome series, followed by educational content and promotional offers. Powerful email marketing automation can manage various campaigns, including welcome sequences, nurture sequences, and promotional campaigns. Tools like Customer.io allow businesses to trigger emails based on specific customer events and actions.
Continuous testing of marketing campaigns lets you refine elements like subject lines and timing based on audience response.
Lead Nurturing and Scoring
Lead nurturing and scoring are critical components of an effective marketing strategy. Research shows that companies that use automation for lead nurturing see purchases 47% larger than those from non-nurtured leads. Automating lead nurturing allows small businesses to efficiently manage leads that are qualified but not ready to purchase immediately.
Automated lead scoring systems evaluate leads based on specific criteria, enhancing sales team focus and ensuring prospective customers receive attention from sales and marketing teams. Lead nurturing automation can include alerts and drip campaigns to keep prospects engaged. For high-scoring leads, specialized email sequences and one-on-one call invitations can be automated. However, try not to leave the sales conversation to automation tools without some human touch.
AI-powered funnels and CRMs assist in lead scoring by evaluating leads based on criteria and behavior. Targeted nurturing campaigns help businesses focus on leads most likely to convert. Engaging and building relationships with leads can convert them into loyal customers, driving long-term growth.
Top Marketing Automation Tools for Small Businesses
Now, let’s explore some popular marketing automation tools and specifics to help you find the right marketing automation tools for your business. Each tool offers unique features and benefits, catering to various needs and budgets.
HubSpot
HubSpot’s marketing automation capabilities create a hyper-personalized experience for users. Key features include automating lead nurturing with drip email campaigns, workflows, email triggers, and chatbots. HubSpot’s marketing automation tool offers an all-in-one approach, combining various functions in one platform. A free option is available for users under HubSpot’s offerings.
HubSpot operates as a cloud-based solution, ensuring easy access and scalability. It integrates seamlessly with CRM systems, content management systems, customer service solutions, and other tools. Integration with Google Ads automatically adds HubSpot contacts to Google Ads customer lists, saving time and minimizing errors.
Pricing: HubSpot’s Marketing Hub pricing starts at $20/month for the Starter plan, scaling up to $3,600/month for the Enterprise plan, but most service-based local businesses choose the Professional plan, which is about $900 per month. Various pricing options are offered by HubSpot to cater to different needs. There’s also a free CRM plan with limited capability.
HubSpot is ideal for small business owners looking to enhance their marketing capabilities. Its extensive integration options and comprehensive features make it a top marketing automation tool, and it’s one that many of our clients have chosen. I will say, though, that Hubspot offers a lot of add-ons and options, like their Sales Hub, which can add significantly to the cost. They also limit the number of contacts you can market to (email), and you have to pay extra if you exceed the quota.
For small businesses interested in Hubspot, I usually recommend starting small, with their free CRM. A good plan is to max out all the free features, then move up to their low-cost “Starter” plans to remove Hubspot branding, and finally make the leap to their Marketing Hub Pro. If you have a dedicated sales team, even if it’s just one or two people, you may also want to consider their Sales Hub Pro once you are up and running with Marketing Hub Pro.
A Step-by-Step Approach to Hubspot for Small Businesses
- Sign up for their free CRM
- Import all your contacts
- Convert your web forms to Hubspot forms and start importing new contacts to your CRM
- Use the free email integrations and start tracking your interactions with prospects in the CRM
- Experiment with Hubspot’s marketing email tool, or, if you have a big list, export it to your old marketing email tool
- Upgrade to the Hubspot Starter Customer Platform to remove Hubspot branding and unlock some more features
- Experiment with creating simple (5-step) workflows that are activated when someone fills out one of your web forms
- Start sending all of your marketing emails from Hubspot
- Upgrade to Marketing Hub Pro (~$900/month) and build workflows to nurture leads and assist with sales
- Once your marketing automation is humming along, upgrade to Sales Hub Pro (with a seat for each sales person), and move all of your sales and marketing processes to Hubspot
Need help with Hubspot? We are part of Hubspot Solutions Providers, and we have helped many service-based businesses, especially in the building, remodeling, and design fields get up and running on Hubspot. Contact us for a free initial consultation.
MailerLite
MailerLite is known for its ease of use and simplicity, making it ideal for small businesses new to marketing automation. The platform allows users to automate email campaigns, sending welcome messages or birthday greetings based on subscriber preferences. MailerLite features a user-friendly drag-and-drop editor, enabling quick and easy creation of emails and landing pages.
MailerLite offers advanced analytics tools to track campaign performance, helping businesses refine their marketing strategies. The platform is designed to be an intuitive email marketing platform that enables small businesses to create visually appealing emails using a simple drag-and-drop interface. It allows businesses to send personalized emails automatically based on subscriber behaviors and preferences.
The platform includes over 100 customizable email templates to help users launch campaigns quickly and efficiently. MailerLite allows the creation of web pages and pop-ups, enhancing lead management capabilities for small businesses. The platform supports the segmentation of subscribers, enabling targeted email marketing strategies tailored to individual interests.
MailerLite’s pricing is among the cheapest out there. Pricing starts from $0/month to $18/month for advanced features. If all you want to automate is your email marketing, and you have a compatible CRM you can integrate with (or no CRM yet), then MailerLite might be an economical choice.
PipeDrive
PipeDrive focuses on sales pipeline management and offers specialized tools to enhance lead tracking and conversion for small businesses. The platform emphasizes sales-focused automation, helping small businesses manage leads and sales processes efficiently. PipeDrive integrates with various applications, facilitating smooth data transfer and enhanced functionality.
Customizable pipelines in PipeDrive help businesses visualize their sales process and track progress effectively. The platform features a marketplace with over 400 integrations, allowing users to enhance their workflows with various tools.
PipeDrive offers automated processes like lead scoring, drip campaigns, and chatbots to streamline sales activities. The company has launched an AI CRM suite, which includes GenAI-powered tools to help sales teams improve efficiency.
Pricing for this software will set you back as little as $14/month. While perhaps not quite as fully featured as Hubspot, this competitor offers a lot of value at a lower price point.
ActiveCampaign
ActiveCampaign provides comprehensive automation capabilities powered by real-time customer behavior, catering to smaller and mid-sized businesses. The platform integrates with Zapier for automating tasks, allowing businesses to streamline daily operations and enhance support for leads without manual effort. ActiveCampaign optimizes customer experiences while simplifying marketing workflows, making it a strong choice for small business marketing needs.
Starting at $15/month, ActiveCampaign is an affordable option for small businesses looking to implement marketing automation. Its comprehensive features and real-time tracking capabilities make it one of the best marketing automation tools available. Enterprise plan starts at $1145/month for advanced features.
How to Choose the Right Marketing Automation Software
Choosing the best marketing automation software begins with defining clear goals and understanding business objectives. Small businesses should consider factors like scalability, support, training, cost, and value. Budget considerations are crucial, as costs may increase with the number of contacts or employees. If advanced features of premium tools are not needed, a less expensive marketing automation tool may suffice.
Weighing the pros and cons of each tool and identifying non-negotiable features help small businesses narrow down options and select the right platform. That said, here are criteria you can use to select the best automation provider for you.
Scalability and Growth Potential
A scalable marketing automation tool can adapt to the changing needs of a growing business. As your customer base expands and marketing efforts become more complex, you’ll need marketing automation platforms that can handle more data and sophisticated campaigns. Automation platforms facilitate the collection and analysis of data, improving decision-making processes and campaign effectiveness.
Ensuring the chosen platform can grow with your business is crucial. Look for tools with flexible pricing plans, robust data management, and advanced features that can be unlocked as needed. Choosing a scalable solution helps small businesses avoid the hassle and expense of switching platforms as they grow, ensuring continuity and consistency in marketing efforts.
Support and Training
Evaluating the responsiveness and accessibility of customer support is essential when selecting marketing automation platforms. Small businesses often lack the technical expertise to troubleshoot issues independently, making reliable support crucial. Ensuring minimal outages and quick recovery of platform performance is vital to maintaining support effectiveness.
Ease of use reduces the need for extensive customer support. Intuitive and user-friendly platforms allow businesses to start quickly without extensive training.
Effective customer support can include user impersonation, assisting users in navigating software functionalities, and resolving issues efficiently. Robust support and training resources can make the transition to marketing automation smoother and more successful.
Cost and Value
Balancing cost with value provided by marketing automation tools is crucial for small businesses. Free software or inexpensive plans can be budget-friendly options, but it’s essential to consider the long-term value of the features offered.
Users should select the simplest and lowest-cost tool that meets their needs. While it might be tempting to choose a platform with all the features, it’s often more practical to select one that aligns with immediate requirements and budget. This approach ensures you get the most value for your investment while keeping costs manageable.
How To Implement Marketing Automation: Best Practices
Effective implementation of marketing automation requires a strategic approach. Starting with simpler tasks allows small businesses to gradually expand their capabilities.
Start Simple
Starting with basic automated email campaigns establishes a foundation for more advanced marketing automation. New users should focus on automating core tasks first, such as email follow-ups, to build confidence and experience with the system. This approach not only saves time but also helps in understanding the nuances of the platform.
By manually performing some processes and marketing tasks before adding automation, businesses can identify the areas that would benefit most from automation. This incremental approach ensures a smoother transition and allows for fine-tuning of the automated workflows as the business grows.
A tried and true marketing automation recipe that we have used for many clients is a content offer landing page, such as for a downloadable pricing guide, followed by an automated drip campaign whose conversion goal is to encourage the prospect to schedule a meeting with Sales. It’s a great way to encourage casual visitors to your site to turn into contacts in your CRM and eventually sales leads.
Test and Optimize
Continuous testing and optimization in marketing automation are essential for improving campaign performance and achieving better results. Implementing A/B testing allows businesses to determine which versions of campaigns perform better and refine their strategies accordingly. Utilizing customer feedback can inform necessary adjustments, helping tailor marketing strategies to audience expectations.
Regularly updating automation settings ensures that campaigns remain aligned with current business goals and market conditions. Segmenting audiences and testing different content types can lead to higher engagement and conversion rates. By analyzing metrics such as open rates, click-through rates, and conversion rates, businesses can gain valuable insights into campaign effectiveness and make data-driven decisions.
The Future of Marketing Automation for Small Businesses
As marketing automation continues to evolve, emerging trends and technologies are becoming increasingly significant for small businesses. Generative AI tools can assist in creating marketing content, such as email subject lines and images for ads. Predictive AI can analyze past data to forecast future marketing outcomes, enabling businesses to strategize effectively.
AI-driven data analytics will help businesses gain insights from customer data to optimize marketing strategies. Personalized content, driven by AI and machine learning, will focus on individual customer behaviors and preferences.
Additionally, omnichannel marketing will continue to be crucial, offering customers a unified experience across various marketing channels. These advancements promise to make marketing automation even more powerful and accessible for small businesses.
AI can also help with the marketing automation setup process. Hubspot, for instance, now lets you simply describe a graphic “report” you want to add to a dashboard, and it offers useful AI tools to help build automated workflows. As with all AI-generated content, be sure to check the output!
Summary
Marketing automation offers numerous benefits for small businesses, including cost savings, time efficiency, enhanced lead generation, and increased sales productivity. However, it’s essential to consider the potential drawbacks and ensure a balanced approach to maintain the personal touch in customer communications.
Choosing the right marketing automation software involves understanding your business needs, and considering scalability, support, training, cost, and value. By following best practices for implementation, such as starting simple, continuous testing, and integrating with existing systems, small businesses can maximize the benefits of marketing automation. The future of marketing automation is bright, with AI and omnichannel marketing promising even greater capabilities. Embrace the power of marketing automation and watch your business thrive.
Frequently Asked Questions
What are the main benefits of marketing automation for small businesses?
The main benefits of marketing automation for small businesses include time savings, cost reduction, improved lead generation, and increased sales productivity through the automation of routine tasks and personalized customer interactions. Implementing these tools can significantly enhance your business efficiency and performance.
What are some potential drawbacks of using marketing automation?
Marketing automation can lead to higher costs, complicated setup, and management challenges. Additionally, it risks diminishing direct client communication and may cause prospects to perceive your efforts as overly aggressive if not managed thoughtfully.
What features should I look for in a marketing automation platform?
A robust marketing software should include audience segmentation, personalization, campaign management, integration capabilities, email marketing automation, and lead nurturing and scoring to enhance your marketing efforts effectively. Prioritizing these features will empower your campaigns for better engagement and results.
How do I choose the right marketing automation platform for my business?
Choose a marketing automation platform by assessing scalability, support options, and cost for your business needs. I can’t say this enough: Start simple! If you pay for a bunch of automation tools you don’t have time (or the knowledge) to use, you are likely to give up in frustration. Find a good, affordable marketing automation consultant who has worked in your industry and get help with initial setup and ongoing support.
What are some best practices for implementing marketing automation?
To effectively implement small business marketing automation, begin with basic automated processes and prioritize continuous testing and optimization of your campaigns. Additionally, ensure seamless integration with your existing systems, such as CRM, to improve data accuracy and workflow efficiency.