Marketing software allows you to gain better control of the lead pipeline, increase conversion rates, provide better customer journey and, ultimately, generate more revenues to your bottom line. It helps you provide personalized engagement and ensure leads do not fall through the cracks.
Business conglomerates may be more well-equipped and financially capable of executing large-scale marketing strategies, but SMBs can do the same when provided with the right tools. One of the ways your small business can keep up with these industry leaders is by utilizing marketing software.
With this at your disposal, you can create better marketing workflows, engage your leads better, and retain customers more effectively. All you need to do is understand the uses of these software and how their company will benefit from choosing one.
In this article, we will be discussing the following topics so you can get a better perspective on the role of marketing software solutions for your small business. We highly recommend that you consider subscribing to one right away, as there are plenty of vendors that offer a comprehensive free trial.
Based on our experts’ thorough analysis of features, HubSpot Marketing is a good foundation to start your marketing automation. You can easily sign up for a HubSpot Marketing free trial here without the need for commitment or credit card details.
Considering that most SMBs are still trying to find their footing on the industry, they normally encounter budget limitations that prevent them from growing their business. Moreover, brand recognition also has an impact not just on the number of leads received, but also its quality as well. These points are evidently shown on the table provided, as the biggest challenges faced by SMBs is finding great quality leads (21%) and lack of budget to execute marketing campaigns (21%) followed by generating leads (15%) and low manpower (15%).
By incorporating a marketing system into your operations, you can cover all your bases more effortlessly. It lets you stay on top of all your leads and provide a better customer journey. You can also provide more personalized interactions and prevent customers falling through the cracks, thus boosting your customer retention. In fact, the use of marketing automation increases sales productivity by 14.5% and reduces overhead costs by about 12.2%. It also helps marketers get conversion rates as high as 50% because it optimizes the entire process more effectively.
Despite these benefits, however, 1 in 10 SMBs still don’t invest in any kind of marketing. According to eMarketer, this is often because of the cost of marketing platforms (33%), the entrepreneurs’ lack of familiarity with the technology (25%), or the lack of time to study how it works (21%). Luckily, these problems are easily resolved–there are software solutions that offer more affordable pricing plans, vendors often provide customer training, and there are platforms with minimal learning curves. What makes it better is that, making the most out of these platforms doesn’t have to be difficult.
To help you out, we will be providing you with all the information you need on its benefits and uses as well as how to choose a software that will cater to the needs of your operations. Before we get into the nitty gritty of that, however, let us first discuss the types of marketing software that you can choose from.
Marketing is a multifaceted discipline consisting of numerous processes. This is why plenty of software developers create different types of systems to manage the tasks you have to do. However, not all of them might be essential for small businesses and startups. To help you narrow down the types of marketing software you’ll be needing, here’s a list of some of the most crucial marketing platforms for SMBs by function:
You might be wondering, why do you even need these software? Won’t you be able to handle these tasks without investing in a platform? Well, at first glance, it may seem like you’re saving money by handling your marketing campaigns manually, but it’s actually much more costly. Not only does it make you work longer hours; it also keeps you from focusing on running your business. To help you get a better idea of what a marketing platform can do for your small business, here are some of the major benefits it has to offer:
We can spend lots of time talking about the benefits of marketing software, but how can you really use it to your advantage? Here are some specific use cases of software that small businesses can employ:
Marketing platforms are undoubtedly one of the most crucial tools to have in your arsenal of business software. However, how do you make sure that you are choosing the right one for your company? To simplify the browsing process for you, here are a few guidelines in choosing a software for your small business:
Now that you know why you need a marketing platform and how to choose one for your business, it’s time for you to start browsing. To help you out, we have listed some of the top marketing solutions available on the market. Of course, you shouldn’t limit yourself to the products on this list as there are plenty of other options for you to choose from. Take a look at our list of top 15 best marketing software systems for small businesses to broaden your search.
An advanced marketing system, HubSpot Marketing aims to help your business grow traffic and increase conversions. It is equipped with tools ranging from email management and social media monitoring to conversion analytics and lead management. With these, you can personalize landing pages for campaigns, design marketing workflows, as well as optimize customer engagement through a variety of channels. To make things better, it has a highly scalable interface. Meaning, small businesses don’t have to worry about finding new software as their company grows.
For those who only need basic marketing tools, HubSpot Marketing is completely free to use. Should you want more advanced features, they offer four paid plans: Starter, Basic, Pro, and Enterprise. These are available at $50/month, $200/month, $800/month, and $2400/month. You can use the complete features at no cost when you sign up for a HubSpot Marketing free trial here.
Pardot is a B2B marketing automation and lead management suite created by Salesforce. It allows users to set up, deploy, and monitor online marketing campaigns in one convenient interface. Equipped with advanced web analytics, CRM options, as well as a slew of marketing tools, this is especially ideal for small businesses who need to streamline their sales and marketing workflow. However, it can be pretty expensive compared to the other products mentioned. Pardot has three pricing plans that are bundled according to certain sets of features as well as the amount of contacts it can accommodate. You may choose from their Standard Plan, Pro Plan, or Ultimate Plan which are available at $1000/month, $2000/month, and $3000/month respectively. You can easily sign up for Pardot free demo here.
Primarily an email marketing platform, SharpSpring is a software solution providing a comprehensive set of online marketing tools for small and medium-sized businesses. With its behavioral-based email automation, intuitive lead management, and smart analytics tools, you can streamline marketing operations with ease. For pricing, they have plans depending on the number of contacts you intend to keep in your database. These range from $450/month to $875/month. A quote-based package is also available for large enterprises. It is easy to try its complete features when you sign up for a SharpSpring free demo here.
Exponea is a cloud-hosted marketing solution that combines the power of artificial intelligence, analytics, and engagement automation to improve customer experience. Offering a multitude of tools for campaign management, CRM, behavior predictions and custom metrics, the platform also allows users to develop their own solutions without the need to hire IT professionals.
Moreover, it has rich API capabilities that can support an extensive number of third-party integrations for a more personalized user experience. Exponea is only available by quote, so be sure to contact the vendor for more information. Take note that their subscription plans are priced according to the combination of features you need and the number of data points you prefer.
Zoho Social is a smart social media management tool that aims to help businesses of all sizes build their online presence. With this at your disposal, you can schedule posts, record customer activities, analyze your social media standing, and monitor all of your social media accounts in one convenient interface. What makes this ideal for small businesses is that the vendor offers a free plan as well as affordable paid plans that range from $8.33/month to $125/month. The vendor also allows for a comprehensive test of all the features when you sign up for a Zoho Social free trial here.
An all-in-one marketing platform, ActiveCampaign is specifically created to help small and medium-sized businesses acquire, retain, and engage customers. It offers a user-friendly interface and a complete suite of tools for site tracking, event tracking, automation builder, split testing, sales CRM, and advanced lead scoring. It also has API functions so you can extend the uses of the platform according to your preferences. ActiveCampaign is available in four subscription plans that are priced according to the number of users you need to enroll in the system. You may choose from their Lite Plan at $15/month, Plus Plan at $70/month, Professional Plan at $159/month, and Enterprise Plan at $279/month. Discounts apply if you choose to have your subscription billed annually.
Primarily an email marketing platform, AWeber aims to help businesses establish strong relationships with leads and clients. It helps you map out campaigns and automate them using autoresponders, premade templates, and other marketing tools. With it, you can manage your small business’ growing number of contacts while remaining proactive in your interactions with them. What makes it even better is that it blends easily with any software ecosystem and integrates with a number of business tools. For pricing, AWeber offers different packages depending on the number of subscribers your business has. The pre-made plans they offer can cover up to 25,000 subscribers and can cost from $19/month to $149/month. As your business builds its customer base, you can opt for a quote-based plan.
Marketing software levels the playing field for small businesses. By choosing one that falls within your budget and meets your unique requirements, these can allow you to compete against the Goliaths of your industry without having to increase manpower or having a massive amount of financial resources. With these centralized hubs, you can enhance the productivity in the workplace, nurture your pipeline better, and keep up in an increasingly tech-driven market. Hopefully, with our guide to marketing software for small business, you were able to understand how you can use this type of platform to your advantage as well as determine which software solutions will work for you.
Marketing software can also be complemented by other systems. For example, you can also check our email marketing software guide or our search marketing guide if your need is specific to these types of marketing campaign.
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