Content Marketing platforms are no longer a barrier to entry for SMEs

Every digital marketing survey right now states that content marketing will be an organisation’s number one spend in 2018. Which is all very well for large businesses, but my experience in working with SMEs is that they can’t justify the monthly outlay of a HubSpot, Salesforce Pardot, Marketo, Eloqua etc.

I get that too.  Content marketing isn’t an instant fix.  It takes time to generate leads and then to attract and convert them into customers. It might take up to 6 months before a company converts its first customer and unless the value of winning that customer is worth several thousand pounds then it can be a serious loss leader.

Until recently I’ve been frustrated with the cost as I know that for many SMEs, content marketing should be successful, cost effective and bring marketing efficiencies to what are typically limited marketing resources.  Yet I know trying to justify a realistic content marketing budget will be beyond their means.

Fortunately, I’ve since discovered a number of lower cost content marketing platforms have come to market. Now this article isn’t a comparison survey and I’m only going to feature the one I’m familiar with – not as endorsement but just to cover some of the features and benefits and where I’ve used it with some of my clients.

The platform is called Jumplead and happens to be a UK company. The entry level can be as little at £39 per month but for most SMEs then £79 per month is more realistic. For that you get a Contact CRM for storing your prospects and clients, an email marketing platform with automation and ability to create your own conversion forms and landing pages. And it even has an optional Live Chat feature built in.

So, at the simplest level you can run automated email campaigns to your segmented list of clients, that takes them to a landing page on which the conversion form can capture additional information. Equally you can run lead generation campaigns for prospects where a blog feature directs them to a landing page and conversion form which captures their details into your contact CRM. With the added benefit of automation then campaigns can carry on in the background which will only flag if an action is required bringing significant time and effort efficiencies to the marketing resource.

So how have I used this to date? The quickest and most obvious first step (beyond setting up a relevant sub-domain and email authentication) was to replace the website contact form with an embedded conversion form. Now I know I said it can take 6 months to convert a lead to a customer, but in the case of my independent financial adviser client, it took 2 weeks before the enquiry converted to a customer.

Once a prospect completes and submits a conversion form, then the customer receives a personalised automated “thank-you” email and the client receives a notification about the enquiry. At the same time, the prospects details are captured in the Contact CRM and automated Visitor Identification takes place.

As you can see below with my details, my social networks are discovered automatically and the tracking of my activity begins.




You can see from the tabs alongside Activity that you can manually add Notes, Tasks, whether any Chat has taken place and any Campaigns that the person has subscribed to.

To run a Campaign, the next step is to import your list of existing clients as a .csv file and email them – assuming that you have their agreement to do so. The platform provides a number of fully responsive email templates (or you can code your own). You can personalise and automate them as well and of course they all have an Unsubscribe link built into the template.

You can insert links and CTAs into the email which will typically take you to a landing page. Again, there are a number of fully responsive landing page templates supplied or again you can code your own.  The conversion form will be part of the landing page although you can embed your conversion form anywhere as previously described.

The conversion form also has progressive profiling built in, which means that you can queue data capture fields so that when one has been completed, then on the next occasion a new one will replace it. This allows you to capture important data over time which is less intrusive than asking a prospect to complete a lengthy questionnaire at the outset.

When running a campaign, all the stats are recorded and because you can add tracking code to your website, PPC adverts a social media channels, then you can see all the coordinated activity in a single view within the app.

Jumplead also integrates with Zapier so you can link applications.  For example, I’ve set up a Schedule an Appointment feature on a website using the Schedule Once application. I then created a zap with Jumplead which means that the data captured in Schedule Once is transferred back into the Jumplead CRM so that all the data is kept in a single location.

So hopefully this brief outline demonstrates that there are platforms available that allow SMEs to adopt content marketing strategies that are cost effective and bring marketing efficiencies to their business.  If you would like more information or would like to discuss further, then please get in touch with Richard Taylor For further information about Jumplead click the link.


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