Turbo charging SMEs with marketing automation

Marketing automation can help SMEs outperform their peers and level the playing field with larger competitors. We provide real examples of it in use and explore why it should be a priority for SMEs in 2022.

What is marketing automation?

Marketing automation is the use of software and technology to automate repetitive marketing tasks. It’s about doing more with less — less time, fewer resources, and less manual effort — while still delivering personalised, relevant experiences to your prospects and customers at scale.

Marketing automation tools can handle a variety of tasks, including email marketing, social media posting, ad campaigns, and customer segmentation. They can track customer behaviour across multiple channels, allowing you to send the right message, to the right person, at the right time.

Why should SMEs care about marketing automation?

Marketing automation isn’t just for large corporations. SMEs can benefit enormously from it. Here’s why:

• Level the playing field: With marketing automation, SMEs can punch above their weight. You can deliver the kind of personalised, timely marketing that was once only possible for large organisations with big budgets.
• Save time and resources: Automating repetitive tasks frees up time for your team to focus on more strategic, creative work.
• Improve customer engagement: Marketing automation allows you to send personalised messages based on customer behaviour, improving engagement and loyalty.
• Increase revenue: By nurturing leads more effectively and delivering personalised experiences, marketing automation can help SMEs drive more revenue.

Real-world examples of marketing automation for SMEs

Let’s look at some practical examples of how SMEs are using marketing automation:

• Email marketing: An SME could use marketing automation to send a series of personalised emails to a new subscriber, guiding them through the customer journey from awareness to purchase.
• Lead scoring: Marketing automation tools can score leads based on their behaviour, helping you to identify the most promising prospects and focus your sales efforts where they’re most likely to pay off.
• Social media management: SMEs can use automation tools to schedule and post social media content, freeing up time for more strategic tasks.
• Customer segmentation: Automation tools can automatically segment your customers based on their behaviour or demographics, allowing you to deliver more targeted, relevant marketing.

Getting started with marketing automation

If you’re an SME thinking about getting started with marketing automation, here are some tips:

• Start small: You don’t have to automate everything at once. Start with one area, like email marketing, and build from there.
• Choose the right tools: There are many marketing automation tools available, from simple email marketing platforms to comprehensive marketing suites. Choose a tool that fits your needs and budget.
• Set clear goals: Before you start, define what you want to achieve with marketing automation. This will help you to measure your success and make improvements over time.
• Test and optimise: Don’t set and forget. Regularly test your automated campaigns and optimise them based on the results.

Marketing automation is a powerful tool for SMEs. By automating repetitive tasks and delivering personalised experiences at scale, you can level the playing field with larger competitors and drive growth. Start your marketing automation journey today with Rubik.