Something is in the air. I have had four calls just this week from clients who are considering or have already invested in a CRM or automated marketing software. It’s a great spot to get to in business. When your task or contact list become overpowering and you know that you need to free up some time, marketing automation can get you to the next level. But with so many platforms out there, how do you know what to look for? Today we are talking about 4 steps to finding the right marketing automation platform for you.
For so many of us, there are workflows that have become too cumbersome to do manually. There are tasks in our workload that can be made easier with technology without sacrificing customer service. And, in fact, leaning into the right platform can give us the time we need to do a better job of serving our leads. Marketing automation can enhance your customer service and customer retention plan.
#Marketing automation can enhance your customer service and customer retention plan. #smb Share on XDoes this sound familiar? Are you starting to get overwhelmed with your task list and your growing list of warm contacts? If so, congratulations! I hope you take a moment to acknowledge what an accomplishment it is to get to this point. Business is not easy, and it is a mark of business growth when you need to start putting systems in place to set yourself up for the long haul.
You know you have a need for support. But what next? What platforms do you choose?
Here are 4 steps to finding the right marketing automation platform for your business:
- Make a list of the tools you use now. You might not have one master platform yet, but it is likely that you are using a variety of tools in your everyday business already. Make a list of any software or marketing tools you are currently using. Social media platforms, newsletter platforms, shopping carts. Do you have downloadable material, eBooks, courses? Do you promote events and sell tickets or register guests? Where are your contacts currently stored? What type of email account do you have? Sit down and make this list of everything you use for business now. Bonus points if you go back through that list and right down your favorite features of each item.
- Decide what functionality you need. Are you desperately seeking a platform that will automate responses to simple emails or workflows? Are you looking for scheduled reminders at predetermined intervals for tasks, such as phone calls or emails to follow up with clients? Are you looking to link different platforms you use so that one action triggers actions across other tools to cut down on the number of steps in your process? Are you looking to coordinate a team virtually? Do you need to achieve more than one of these goals? Be clear about your task list priorities. Pressure points in your workload are indicators for potential automation.
- Research if there are any platforms specifically designed for your industry. If the marketers of those platforms know what they are doing, they are probably already trying to promote their product to you. Be on the lookout! You can also poll others in your industry to see if there is a specific tool they recommend.
- Determine your budget. I recommend doing this step last. Chances are, whatever you spend on the software you choose is going to be only a small fraction of the cost of hiring someone to do the same amount of work. And once you import data and set up the system – which, to be fair, is a time-consuming task – it will save you time and training energy in the long run. First and foremost, look for a platform that is the right fit for the integrations you need and the functionality you require. Then compare prices.
Transitioning to some amount of marketing automation can be a confusing but wonderful milestone in your business. If you are feeling overwhelmed by all the options out there, start by working on these four steps. Then you can begin to shop around and see what platforms fit your particular needs. Congratulations…and good luck!