Businesses need to be digital-savvy as most of the world’s population is now online. In fact, the Hootsuite Digital in 2019 report shows that there are 4.333 billion active users of the internet. That means, 56% of the more than 7 billion people in the world are online.
Members of that 56% are your target market, making it important to bring your business online. But how do you get to them when there are so many websites and channels on the web? A marketing software can help. Businesses from small to large and global are relying on such a solution to assist them in getting their messages to their audience.
Aside from that, companies are using marketing software to make sure they respond promptly to messages from customers or prospective clients, to create better marketing campaigns, to make the best out of their social media accounts, to decrease email spending, and to make decisions based on actual data.
1. To accelerate response times
Despite its name, marketing professionals are not the only ones who can benefit from a marketing software. Even the sales and customer service teams can utilize it in their processes, as they too, interact with consumers. In a study by SuperOffice, it is found that 62% of companies do not respond to customer emails. From the same report, we know that the average response time to a customer service ticket is 12 hours and 10 minutes. Because of these things alone, commercial organizations are losing millions in potential revenue due to the dissatisfaction of their customers.
A cloud-based marketing software can help in both areas. Since most examples of the solution these days have integration capabilities, they can synchronize with email service providers and clients. This means that they can receive notifications on the interface whenever a customer service request or query enters the system. This way, agents can attend to them at the soonest possible time.
On top of that, when they resolve customer problems, they can work together with the sales or marketing team to provide additional information regarding products and services. They could also take the time to help promote items or offers that could add value to their lives for a win-win situation.
2. To optimize marketing campaigns
Did you know that 24% of marketers are planning to add messaging apps as another marketing channel? And as cited in a HubSpot article, 2.48 billion people are likely to have messaging apps by 2021. This is not surprising as most people are using their mobile devices for communication purposes and many rely on apps to do so. That is why those communication avenues are important in marketing campaigns.
But how do you know which ones you should target? This is where research and optimization come in. To maximize the marketing budget it is crucial to gain more sales than your spending. As such, you need to find which channels have the most followers and have the highest returns. Once that is done, your marketing team can focus their attention on those mediums to gain a boost in conversions and repeat purchases. Of course, that does not mean that you have to abandon the apps that have lesser returns than the others. This only implies that you have to give more consideration to the most sales-robust venues.
3. To follow social media best practices
The Q3 update of Hootsuite’s Digital in 2019 report shows that there are 3.534 billion active social media users, which means 46% of the 7.713 billion population. Of that number, those who use social media in mobile are 3.463 billion or 45% of the world’s population.
With that many people on social media spread across different continents, it could be difficult to get the most out of your pages or accounts when it comes to engagement. After all, despite the many research efforts, there is still no one best day or time to post.
Instead, what your company can do is study the behavior of your followers and determine the peak of engagement for both day of the week and time of the day. By doing so, you can focus your social media marketing efforts at that time. Or you can post daily at the most optimum time.
Apart from that, you can analyze what kind of content garners the most reactions, likes, and comments. When you do, you know which form of content to create more often. This way, you can increase engagement and the chances you have to convert your spectators to actual paying customers. In fact, the revamped Facebook Messenger can help businesses by connecting employees, improving scheduling and empowering lead generation.
4. To reduce email marketing costs
From a Litmus report, we know that 46% of commercial entities are increasing their email marketing budgets. This is understandable since email has a 42:1 return on investment on average. Despite the rise of email marketing budgets, there are certain aspects where companies are cutting down: email agencies, consultants, and freelancers. This means that businesses are converting their efforts to make email marketing internally.
Marketing management software is the key to that. It consolidates the different tools a company would need to have a smooth-operating marketing team. In fact, with the addition of such a platform, they could reduce their expenses when it comes to their personnel. It is not just about removing some members of the team, but it is also about decreasing the costs of overtime and weekend work. Because of this, even if you maintain the size of your time, you can enjoy significant savings. This is possible because a marketing application with emailing tools does not just make the task more streamlined, but it can also make it more efficient. After all, they can support marketing automation. This means that even if an email is to be sent to a list at a certain day or hour when there should be no work, it can still happen without human intervention because it can be scheduled beforehand.
On top of that, it can automate email drip campaigns as well, thus ensuring the on-time engagement of new subscribers to your newsletter.
5. To make data-backed business decisions
These days, even marketing software for small companies have analytics and reports. These tools are crucial when it comes to decision-making, as they can guide the process. They ensure that executives and other decision-makers do not just make guesses–rather, that they are guiding the business to the right path based on the information they gain.
Apart from helping send messages to your target audience on different channels, any example from a marketing software list can monitor the performance of those messages. As a result, they can tell you which strategies work best so that you could use them again in future campaigns. And as mentioned previously, data can also tell you which platforms give you the highest return on your investments.
Surprisingly, the results of a survey posted on Content Marketing Institute are eye-opening: 54% of respondents say they do not have the time to make decisions based on hard data.
That does not have to be the case in your company since the best marketing applications available today can generate reports automatically or on-demand. Therefore, you can get a pointer before you make critical decisions.
High returns for your investment
Marketing costs big bucks, but not all the time does it offer the expected return. To minimize your losses, you have to optimize your strategy so you can get the most out of your expenditure.
While it may not be obvious at first, marketing management platforms do help. They streamline your campaign monitoring and they can provide you with the insights you need whenever you need them. Because of that, you can be confident in making decisions, no matter how big or small their impact on the company would be.