Chris Christoff, co-founder of MonsterInsights

If you care about growing your business and making it run more efficiently, marketing automation should be your next point of focus. Marketing automation uses different software to streamline and organize tasks so that they get completed in a productive, timely manner. It does the legwork for you so that you can focus on more important things.

Sometimes it’s hard to tell if your business is ready for automation. Consider the following:

  • You have a steady flow of customer acquisition.
  • You want to improve lead generation.
  • Your emails are increasing to the point where you feel burdened.
  • You want your customers to have a more personalized experience with your brand.
  • You’re spending a lot of time doing little things instead of big things.

If any of the above resonates with you, it may be time to utilize marketing automation to make the most of your resources. Here are just a few of the reasons why marketing automation matters for your business.

It saves time.

Think about your routine for time-consuming tasks like checking and responding to emails, updating social media, scheduling meetings, etc. These are the little things that come with running a company that you’d be better off leaving to someone -- or something -- else. In this case, that’s automation software.

If you’re a leader in your business, it’s not surprising that your inbox is flooded with emails. According to a survey by Carleton University, workers spend around one-third of their work day sorting through emails. Imagine all the things you could accomplish with that kind of time.

You could use that energy to build a stronger growth strategy, create new products, revamp your content marketing and so much more. With wasted time comes wasted money. This is one of the greatest benefits of marketing automation: You work smarter, not harder.

It nurtures new leads.

It’s always more difficult acquiring new customers than it is to retain existing ones. That’s why it’s important to focus a lot of your automation strategy on lead generation.

If you want to grow your business, this is your first of many steps. You need to put energy into consumers at the top of the funnel if you want your business to grow at a steady pace. To do this, create a personalized, trustworthy, navigable experience for your visitors. Get in touch with consumers the second they hit your website, hand over their email address or contact you. Being immediately responsive and communicative with customers shows them you care about their needs and their buyer’s journey.

According to Harvard Business Review, your potential customers are seven times more likely to purchase from you if you respond within an hour of them taking some sort of action. Twenty-four percent of companies take more than 24 hours to respond to customers, while 23 percent don’t bother responding at all. That’s a lot of potential revenue and interested consumers going to waste.

By setting up an automated system that gets in touch with consumers during their buyer’s journey, you’re setting yourself up for success and sales. If someone signs up for your freebie and really likes the content, then gets a warm welcome email from you, it shows them you take that extra step to keep in touch.

It improves customer retention.

Once you’ve got enough leads on your plate, focus on keeping those customers happy and coming back for more. According to research done by Frederick Reichheld of Bain & Company, increasing customer retention rates by five percent can increase profits by more than 20 percent. Keeping the right customers is essential for business expansion and higher return on investment.

Automate processes to reengage consumers. This could be sending emails offering them exclusive discounts or promo codes, entering them in a giveaway, telling them about a seasonal deal you have going on, etc. Segment your email list so that you know which stage of the funnel each customer is at. This leads to better execution of your automation process and is the perfect way to reconnect with consumers.

What’s next?

There are endless things in your business you can automate for improved efficiency. You save time, money and resources when you leave menial, repetitive tasks up to technology to focus on bigger, better things to grow your company. Decide which stage of the funnel your consumers are at and work your automation strategy around that. Soon enough, you’ll start to see your business expand with tons of happy customers behind it who trust your brand and stay loyal in the future.

Chris Christoff is the co-founder of MonsterInsights, the leading WordPress plugin for Google Analytics.

Published on: Jan 31, 2019
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.