If you’re looking for a way to more efficiently market your products and services without breaking the bank, you’ve come to the right place. In this article, we will discuss the ins and outs of affordable marketing automation, including whether or not you should invest in it. We’ll cover everything from the benefits of using this type of tool to the pricing of different plans.
What Is Marketing Automation?
Marketing automation is the use of software tools to perform specific marketing tasks. These tasks may include sending out newsletters, email marketing, or performing social media marketing. The primary difference between marketing automation and other forms of digital marketing is that marketers automate the process so that they can repeat the tasks over and over again. This dramatically decreases the amount of work required to market a product or service.
Marketing automation tools can help businesses of all sizes grow their audience and increase the speed and effectiveness of their marketing campaigns. Typically, marketing automation tools are created with a SaaS (Software as a Service) model, which means that businesses can access these tools online from any device. This gives companies the freedom to work remotely and take advantage of the tools when and where they need them.
Why Should You Invest In Marketing Automation?
The price of marketing automation tools is decreasing, and the benefits are becoming more apparent. For example, Marketo’s Enterprise Plan starts at just $5 per user per month, and they provide a free trial so you can see how their software works for you. The most basic and popular tool, HubSpot, begins at just $2 per user per month. These pricing plans provide businesses with all of the tools necessary to perform basic marketing tasks, such as sending out email campaigns and scheduling blog posts.
Depending on your needs, you can find a tool that will serve your purpose. For example, if you’re just getting started and don’t have the manpower to dedicate to building out a marketing campaign, you can use HubSpot or Pipedrive, both of which are popular choices amongst marketers due to their ease of use. If you have a small business and are looking to cut corners, you can opt for the cheaper plans offered by Salesforce, Marketo, and the like.
On the other hand, if you have an established business and are looking to grow your audience, you can opt for a tool like Pardot or Marchex where you can design automated email campaigns that will be sent to your customer base. These tools provide you with the ability to track the effectiveness of your campaigns and optimize the outreach process based on what works and what doesn’t. Plus, you will enjoy the added benefits of a dedicated sales team who are already familiar with your product.
Should You Invest In Organic Or Ad Cost-Effective Marketing?
One of the biggest questions facing marketers today is whether or not to invest in organic marketing. Organic marketing is the use of various methods (typically cheaper and more creative than paid advertising) to bring in traffic and potential customers to a website or online store. It typically involves the use of content, such as blogs, case studies, and more, to build a foundation of trust and connectability with potential customers.
While the price of acquiring a new customer via organic marketing is often higher than that of a well-placed ad, the long-term benefits make it well worth the cost. These benefits include but are not limited to:
- Building an audience that is interested in your product or service.
- Creating a voice that is authentic and compelling.
- Growing a business that is scalable.
- Establishing a relationship with potential customers that will pay off in the long run.
- Gaining credibility and trust from your audience.
- Reducing the amount of work required to gain visibility and sales.
- Experimenting with various pricing schemes and marketing copy to find what works best for your business.
Organic marketing tools that can help you build a solid foundation for your business include HubSpot, Pardot, and Marketo, as discussed previously.
However, if your business is newer or smaller, you may not have the resources to dedicate to an inbound marketing strategy. In these cases, you can opt for more affordable advertising options, such as Facebook ads or Google Adwords. Keep in mind though that the price of these options will quickly add up, and if you’re not seeing results, it can be difficult to justify the cost.
Which Marketing Automation Tools Should You Get?
Based on your needs, you can select the right marketing automation tool for your business. Here are some popular choices amongst marketers and small businesses:
- If you need a tool to help you send out regular emails (e.g., newsletter blasts, or automated email campaigns), go with a tool that offers a mailchimp integration so you can easily send out emails and monitor their open rates.
- If you’re looking for a tool to help you manage your social media accounts (e.g., curating content, analyzing performance, and engaging with people), opt for a tool that offers a social media integration point (e.g., Hootsuite, Buffer, or Sprout Social).
- If you need to track the effectiveness of your overall marketing efforts and see how different campaign elements (e.g., email marketing, social media, or banner ads) interact, go with a tool that offers a bit-to-bit integration (e.g., HubSpot, Pardot, or Marketo).
- If you’re looking for a tool to help you design automated email campaigns that will be sent to your customer base, opt for one of the marketing automation tools that offer this ability (e.g., HubSpot, Pardot, or Marchex).
- If you have an established customer base and are looking to gain new business, go with a tool that offers a CRM (Customer Relationship Management) integration (e.g., HubSpot, Pardot, or Marketo).
- If you’re looking for a tool that can be accessed from any device at any time and can be scaled to fit your needs, go with HubSpot, Pardot, or Marketo.
- If you’re looking for a tool that can help you design a website and get it launched quickly and affordably, opt for one of the many web design tools out there that can be accessed online (e.g., Wix, Squarespace, or WordPress).
- If you want a one-stop-shop for all of your marketing needs, go with HubSpot, Pardot, or Marketo.
No matter which tool you choose, make sure that it is helping you connect, engage, and convert with your audience. And don’t forget – you can always upgrade as needed!