2014 is expected to be a year when the numbers of companies turning to marketing automation software rises considerably and for good reason. To start, search engines, especially as a marketing automation source, aren’t the only resources that have fallen in love with content. People also love content, particularly content that gives them the answers they’ve been looking for. It didn’t take entrepreneurs, sales managers and marketing managers at small, mid-size and large companies to figure this out. Oddly, it was platforms that attracted millions of consumers to talk about shared interests like music, books, movies and sports that also drew the attention of savvy business owners.
Pros and cons of online marketing
The up side of this was that entrepreneurs and marketing and sales managers realized that, as expansive as the Internet and marketing automation had become, there were specific places where they could get their messages in front of vast numbers of people. The down side of this was that, before long, thousands of companies were scrambling to find ways to get their messages out via these very social media platforms, blogs, video platforms, popular websites, and, of course, search engines.
What once worked to place a company in the top 10 of a search engine result, no longer yielded the same lofty results. Entrepreneurs and sales and marketing managers were finding that they had to create larger amounts of unique content. This took time and money, regardless of whether the companies hired content specialists in-house or outsourced the work. Enter improved and more streamlined marketing automation software.
Not only does marketing automation software equip entrepreneurs and their marketing and sales teams to push a single message out to millions of online users, marketing automation software can also be used to position companies that sell to other businesses in an increasingly attractive light. Think of it this way. If a mid-size company is on the fence about incorporating marketing automation software into its marketing strategies, then a senior manager at the company hears a competitor say that she increased her business to customer sales (b2c) by more than 30% over a single quarter after she started using automation software, the hesitation the owner of the mid-size company felt would lower, if not be completely removed.
Growing need for marketing automation
As Yahoo! Small Business Advisor reports, marketing automation software can also help companies to more narrowly define and implement their marketing strategies. When surveyed, more than 90% of respondents said they planned to review marketing automation software packages during 2014. The fact that only 9% of the respondents actually had marketing automation software provided by vendors like Salesfusion, QuickBase or IBM in place is evidence that too many companies are losing out on opportunities to share their unique stories with the right people.
Marketing automation can be used to schedule social media posts, push out unique and sincere comments (forget the spam) to relevant blogs, set up dates and times to send direct email messages to prospects, alerting them to deals or changes in a company’s sales policies. Marketing automation can also be used to help ensure that marketing content is distributed across RSS feeds, video platforms and websites.
The time it would take to do this manually would be exhausting. Yet, because search engines love content, both search engines and readers could come to expect certain types of content from different companies, giving these companies yet another chance to keep product and service messages in front of members of their target audience.