Automation: why embracing it will act in the betterment of digital marketing
As 2017 keeps unraveling the intricacies of digital marketing and automation, it becomes clearer that online marketing campaigns, the industry in general, are increasingly relying on automation tendencies as a tool to properly — and successfully — manage such digital initiatives. After thorough consideration, we at ReputationDefender have found that just like with traditional marketing, digital marketing, especially online marketing, depends on, mostly, two major factors: how much time it demands and how much effort it takes to carry a specific strategy or campaign forward.
Definitely marketing automation has supposed a terrific advantage to those newcomers: tools were developed to satisfy the aforementioned needs, and finally enabled users and marketers to save time and simplify their work while reducing the odds of making mistakes. Such juncture have enabled digital agencies to leverage such landscape and use the sheer array of different tools in their favor:
Managing more than one account: the perks of multitasking
Marketers, especially digital and online marketers, are responsible for managing more than one social media account. In fact, with the emergence of the fourth industrial revolution and the staggering amount of startups that have been created as of the past decade, chances are that marketers struggle to manage all these accounts individually: they either require 48-hour long days or a core access point from where they can, to some extent, manage such accounts more efficiently. The former is obviously impossible, and the latter, in terms of expenses, is, to some extent, achievable; however, is a daunting challenge. In order for marketers to get past the difficulties contained therein, they can harness automation platforms: Hootsuite, Buffer, Viralheat and SproutSocial have proven to be a tremendous aid regarding basic processes and operations as well as more complex activities such as sorting users by demographic, ORM (Online Reputation Management), compiling analytics in regards to virality score, etc. The perks of being proficient in the use of these tools is that the marketer and the user can access different social media accounts like Facebook, LinkedIn and Twitter; from a single tailored dashboard, it is now possible to assess how these accounts are performing, focusing on the analytics collected from different networks in order to come up with future strategies.
Foreseeing perspectives of online presence
Brands can gain access to prospects in a number of ways. One of these ways is through social media. There is a plethora of highly qualifies social prospects that can turn into positive leads; however, tracking them is a dreary, not to mention challenging, task. Marketing automation can analyze the activities of the staggering amount of social prospects while optimizing a website’s social presence for them. In fact, such procedure is often disregarded by brands, which is what serves as the most plausible explanation for the high amount of failed cases: not communicating on a regular basis with them and not engaging properly with them are amongst the reasons why this task often provides negative outcomes.
Tools like Socedo or Quintly get past the most common communication issues and bottle necks, making the interaction with these prospects something positive and, more importantly, meaningful. Besides, since these tools assign scores to prospects, it is possible for the brand to decide which they are to target.
Proper prospect addressing
The previous excerpt is the step before prospect engagement. Filtering prospects can oftentimes be challenging and deceptive, which is why using tools in order to have a more accurate insight on them seems to be much wiser. Prospects are rated according to the scores previously assigned to them: Facebook likes, Number of Retweets, Number of Repins and Likes on LinkedIn, for instance. The aforementioned tools are aware of these signals and provide the marketer with an accurate analysis so that they can sort the prospect according to the brand’s conversion pitch expectancies.
Proper prospect engagement is tied to conversion. Automation now allows marketers to monitor the conversion process while being aware of possible mistakes and errors. There are three major factors critical to the sale conversion process: Marketing campaign scaling, strong customer service and competitive edge. Gaining competitive advantage has become a hard milestone under today’s circumstances unless brands adopt automation processes: companies that are reluctant to adopt automation processes as a part of their operations will eventually be outgrown by their competitors; the idea behind automation and digital marketing is to come up with a way to outbalance the current juncture.
Proper CRM interpretation
Automation tools span over a variety of aspects, and CRM is no exception. Such tools presuppose a better relationship between the sales and the marketing team while better tracking all CRM analytics. Plenty of CRM information ends up being disregarded simply because companies failed at coming up with ways to interpret it, however, through the use of automation platforms, CRM gets interpreted much better, thereby making campaign ROI reporting much easier, which can be also applicable to tracking and increasing revenue flows.