Small Business Marketing Software: What you need to know









There are so many things to stay on top of when you're running your own business. It can be hard to make time to generate new leads, but without new leads how can you grow?

Plus, it's hard to know what you should be doing to take control of your sales and marketing process. There are so many options, but what's best?

Luckily there are plenty of resources to help you understand what your options are. From social media and email marketing to marketing automation you can find plenty of advice and guidance online.

And as you do your research you'll find that most people agree on the same basic process. And luckily it's one that's easily tailored to suit your individual business needs.

Creating your lead generation process

The bottom line is that you need to attract potential customers to your website, where you convert them into leads. Then you nurture them over time until they're ready to buy from you.

In principle that's straight forward enough. Plus you can use social media, educational content, offers etc. together to make this process work for you.

But, when you get into actually implementing your marketing you find that it can get very complicated. There are many things to consider and you find that you are forever logging into and out of a range of software. From managing your website, to sending emails, building landing pages for your marketing offers.

And there's no single overview.

So you're never really sure how close any of your leads are to buying. Or what you should be saying to who, or when, to best convert them into customers.

But it doesn't have to be like that.

Customer journey personalisation

For many years large businesses have been using a system called marketing automation to simplify this process. And to enable more powerful personalisation for all of their leads.

Email systems will allow you to personalise individual emails with someone's name. Marketing automation integrates with your existing website to understand your lead's activity. And allow you to personalise the content and offers you send by how ready to purchase the person is and what their interests are.

This boost in personalisation makes marketing activity more targeted and far more powerful.

What types of marketing software should your small business be using?

There are some basic types of software that are commonly used in combination to create a lead generation process.

Social media

Having social media accounts for your business is absolutely necessary these days, in fact for some websites social media is driving more traffic than Google.

With so many social networks to choose from, you need to ask your self which ones are the best fit for your product and customers.

Don't take on the overhead of running too many accounts, start with two or three and see how manageable the workload is.

While each network will give you some visibility, you should be aiming to drive people to your website where you can convert them into a lead.

This is often done by publishing content and marketing offers.

Another thing that many small businesses struggle with is generating content to publish on social media. Keeping people engaged over time can take a lot of new content.

A business blog

Creating a blog is easy and low cost. Managing a blog successfully over time is more challenging.

It is arguably the most powerful marketing tool you have. It drives traffic to your website from search engines, it helps convert those visitors into leads, it helps to establish authority.

The trick to making your blog successful is having a super focused idea of the content you should be creating to attract potential customers.

By answering the questions that your customers have, providing information and value you can attract the right audience for your business.

You can also use your social media accounts to publicise your content and attract customers on social networks.

This will help you build your audience and attract the right kind of visitors, but they're of no value to you until you convert them into leads.

This is done by including landing pages and conversion forms on your website.

Landing pages and conversion forms are designed specifically to turn a website visitor into a prospect for your business.

Landing pages and conversion forms

So you've attracted a visitor to your website by publishing articles on your blog and engaging with people on social media.

What you need to move your relationship forward with that visitor is their email address. This is a conversion and it allows you to take your relationship with them to an email conversation.

Think about this as a value exchange. You want your visitor to give you their email address so that you can maintain a relationship with them over time until they are ready to buy from you.

Your visitor will give you their email address in exchange for content or an offer that has value to them.

A landing page is the point at which you make the offer and your visitor decides whether to accept.

Email marketing software

The ability to maintain a conversation with your leads over time is crucial when it comes to nurturing leads into customers.

Email is the way to do this. It's direct and personal.

When you publish to social media you have a percentage chance of your message being seen in anyone's timeline.

Everyone sees what's in their inbox.

When you are nurturing your leads over time via email you should be aiming to personalise your communications as much as possible.

Yes, you can use their name in the email, or in the subject line. But real personalisation goes beyond this.

By creating a few steps that help to show how sales ready any lead is you can move your leads from one step to another, educating and nurturing them at their own pace.


Personalised emails improve click-through rates by 14%, and conversion rates by 10%.
Aberdeen Group

Lead nurturing emails get between 4 and 10 times the response rate of email blasts.
DemandGen Report


These steps or stages are a common feature of marketing automation systems and they allow you to personalise by your lead's preferences.

Marketing CRM software

Without some sort of contact management system, your lead information is spread between whatever software you are using.

This can make it dificult to see exactly what is going on and make any decisions about where you should target marketing activities.

If you can see that you have lots of email subscribers, you might create a high value piece of content to help move these leads on to a 'marketing qualified' stage.

Or you might design a super targeted email that goes out to people that have completed a particular conversion form. Offering them an update or trial offer.

The specific activities and incentives need to be right for your products and leads, try experimenting with ways to move your leads on over time.

All in one marketing software

Many marketers add marketing tools in to their process one at a time as they need them. This is fine for a start but over time the management of this type of process can become very convoluted.

Logging in and out of a range of tools in order to move data and work out what to do next becomes very time consuming.

Also, with this type of approach there is no central point of control, or way to apply marketing logic to control the overall process.

This is why marketing automation is becoming increasingly popular. As it centralises control and allows for personalisation based upon interactions across a range of marketing tools.

Download the guide

Download your copy of the "Small Business Marketing Software: What you need to know" guide as a handy ebook.






What's Inside:

There are so many things to stay on top of when you're running your own business. It can be hard to make time to generate new leads, but without new leads how can you grow?

Plus, it's hard to know what you should be doing to take control of your sales and marketing process. There are so many options, but what's best?

Download the guide

Download your copy of the "Small Business Marketing Software: What you need to know" guide as a handy ebook.





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