A Hands-On Guide to Marketing Automation: From a Small Business Owner to Beginners

by Shaun Whynacht  - July 4, 2023

As a small business owner in today's dynamic digital landscape, I understand that every minute counts. I've had many late nights, lost in a sea of emails, social media posts, and customer inquiries.

The solution that changed my life and drove my business to new heights is marketing automation.

But, I know how daunting it can seem at first glance. So, let me guide you through this transformative tool of the digital marketing realm, step by step. We'll delve into the heart of marketing automation, understand its importance, and learn how to navigate it like a pro, all while connecting with the realities of running a small business. For me my journey with marketing automation began with Keap and has remained with Keap for over a decade.

Demystifying Marketing Automation

Imagine owning a bakery, where each morning, you greet your customers with a personalized email offering a fresh bagel and coffee combo, or you send a text message to remind them about their favorite donut, now freshly baked. This is exactly what marketing automation does – it uses technology to automate repetitive marketing tasks, tailor-made to your customers' tastes, across email, social media, web, and text messages.

Put yourself in the shoes of a bakery owner and continue reading.

As a bakery owner, I started using marketing automation to organize my marketing campaigns better, manage customer relationships, and track the performance of my efforts. Suddenly, my humble bakery wasn't just about baking anymore; it was also about optimizing resources and maximizing the return on investment.

Marketing Automation

Why Marketing Automation Became My Best Business Partner

  1. Time Saver: Marketing automation takes care of repetitive tasks like sending emails and posting on social media. I now spend this saved time on crafting new bakery recipes.
  2. Efficiency Booster: With automated workflows, I make sure that no customer is forgotten. Automated follow-ups ensure my bakery stays top-of-mind for my patrons.
  3. Insights Generator: My marketing automation tool provides analytics that offer valuable insights into my customers' behavior. It tells me which pastry has the highest demand and what is the best time to offer a cup of cappuccino.

Kneading Marketing Automation into Your Business

First, take a page from my bakery's book. Before adopting any tool or software, be clear about your business goals. Here are the steps I followed:

  1. Define Your Goals: My aim was to increase repeat customers and improve customer engagement rates. Your goals might be different, but they will guide your strategy.
  2. Choose the Right Tool: I chose a tool that worked best for my bakery, factoring in costs, ease of use, and required features. You have plenty of options like HubSpot, MailChimp, and more.
  3. Know Your Customers: Just as not all my customers prefer cinnamon buns, your customers will also have different preferences. Segmenting your audience allows for more personalized communication.
  4. Create Engaging Content: Content is the icing on your marketing cake. For me, it's pictures of mouth-watering pastries and stories of how they are made. For you, it could be testimonials, blogs, or tips related to your industry.
  5. Monitor & Refine Your Strategy: Keep an eye on metrics like open rates and click-through rates. I learned from my metrics that my customers prefer croissants on weekdays and donuts on weekends.

Marketing automation, much like the precise baking process, is an essential recipe for success in today's fast-paced digital world. Whether you are a seasoned professional or just starting out, mastering this tool is like mastering the art of baking - it's a game-changer!

Remember - while technology plays a significant role, it’s about enhancing human connections. It's about making sure that Mrs. Johnson gets her whole grain bread every Wednesday and that Mr. Smith gets a discount on his birthday cake.

You have just had a glimpse into the world of marketing automation. Dive in deeper, follow blogs, or take up courses, if need be. And remember, like any recipe, marketing automation requires patience, learning, and refining. As we say in the bakery business, good things come to those who wait.

Happy automating!

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Shaun Whynacht

Shaun, our Founder and CEO has been bitten by the entrepreneurial bug at a young age. He knows firsthand how much love and determination gets poured into running a business after spending more than 10 years touring all over Canada learning from different industries. Not only is Shaun passionate about marketing he also developed some very unique abilities to stay current with changing technology in this ever-progressive world

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