Monday, 19 March 2018

Information and commentary for the small business banking industry

Bank on automation to gain business success

25 May

Distributing your small business content across multiple platforms is possible with the right automation tools. There are a wide variety of available tools that can enhance your digital presence – enabling success by leveraging social media, email and web services.

Business success through automation

One of the biggest trends in content marketing this year involves automation. That is, being able to automate your marketing strategies using powerful mobile apps and web services, or an inbound marketing software platform like Hubspot.

An effective marketing automation package will give your small business an avenue to motivate, capture and nurture leads online. You can set up a schedule of when and where certain content will be posted to your website, blog and social media platforms.

A lot of marketing automation uses lead magnets to gain leads, like Marketo’s lead management solution. You can also automate the advertising space on your site with ad services like Google AdSense.

Banking on automation

In the banking industry, being able to automate the release of related content can increase customer reach on a certain topic, product or service – and encourage action from your customer base.

You could automate content through an online forum, as an enewsletter and on your website at set times to maximize the effect your content marketing will have on prospective clients.

An example of how you could use automation in your content marketing to make a sale might follow this process:

  • Generate leads – a potential customer clicks your paid ad at the top of page one of a search, or you’ve invested in some lead generation apps like those offered by Salesforce to get target customers to your site.
  • Landing page content – the potential customer is brought to your landing page.
  • CTA – they read some of the content on your landing page and sign up to your enewsletter.
  • Welcome email – your prospective customer immediately receives a welcome email following sign up, with a free service offer attached.
  • Download – the now new customer downloads the attachment and uses the free service.
  • Follow up email – you automatically send your new customer a second email a set number of days later.

Your new customer has now interacted fully with your business and will likely appreciate suitable correspondence in the future.

The benefits to small businesses

So what are the benefits to small businesses of using automation to enhance their content marketing reach and effectiveness? They include:

  • More timely and relevant communication.
  • Increased customer engagement and revenue.
  • Saved time.
  • Opportunities to up and cross-sell.

For a comprehensive list of the most useful sales automation tools, see Sales Hacker’s ultimate sales automation tool guide.

At TSBC, we have a wealth of content to help you develop lead magnets using marketing automation. Contact us via email at to find out how we can help.


Glen Senior
Glen is the founder and CEO of The Small Business Company, a New Zealand based agency that specialises in helping banks communicate with small businesses through content marketing. He has written a number of books on small business principles and is a sought after consultant and conference presenter.

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