Considering Automation in Your Marketing Process

In today’s tech-driven world, automation is being used somehow by nearly every industry, from automotive to healthcare and food service. No matter your industry, it’s likely your marketing strategy could benefit from certain automated processes, as well. 

Automation can help to make your marketing efforts more efficient and effective while reducing the risk of human error and allowing your team to focus their efforts on other things. 

While automation has many benefits, it’s still important to weigh out the pros and cons in each area to determine what’s best to move your brand forward. With that in mind, take a closer look at different areas of marketing and how automation might impact them. 

Audience Analytics

Whether you’ve been in marketing for 10 days or 10 years, you understand the importance of your audience. However, data collection and analysis can be tedious work, taking up your team’s time and potentially causing quite a bit of stress. 

Automated data analytics can be the solution to greater productivity, real-time data, and a better understanding of your audience.

Your current CRM might have automation capabilities. If it doesn’t, it’s well worth it to work with a company or software program that will collect and analyze your audience’s data.

When you allow an automated process to take over, it becomes easier to segment your audience into groups like: 

  • Initial interest
  • Demographics
  • CRM activity
  • Social media activity
  • Customer data
  • Lead sources

Not only does this type of automation give you accurate information instantly, but it can take a lot of stress away from your employees. People who work in marketing need the opportunity to be creative.

When they’re stifled by things like data collection, they can become overwhelmed with stress, which often leads to a lack of productivity, creativity, and fewer healthy workplace relationships.

You can foster a less-stressful workplace and improve creativity, collaboration, as well as interpersonal relationships by leaving data collection and analysis to automation technology. 

Content Creation and Posting

Content is king. While that’s a long-standing saying in the marketing industry, it remains more relevant today than ever. The average consumer wants to build relationships with the brands they trust.

That starts with the brand creating relatable content. Rather than just advertising a product or service, it’s necessary for your content to showcase the human side of your business. 

How can automation help with that? 

There are several AI services available that can essentially help you create content from scratch. Others will follow an outline or work with basic ideas and keywords you provide.

These services understand the importance of keyword placement, SEO, and best practices. If you still want to write things yourself but tend to have a hard time getting started, you can also use content creation tools to put together outlines for you to follow. 

Of course, there are some potential drawbacks to automated content creation. Most of these services are still relatively new, and some might come across as cold or even “un-human” to the average reader. If you go this route to save time and manpower, make sure you proofread everything to ensure it’s easily digestible before publishing. 

For now, it’s a bit safer to work with content scheduling and posting software.

Platforms like ContentStudio, Oktopost, and Loomly are all great for creating and scheduling social media content ahead of time, so your team can focus on other things and make better use of their time while ensuring your social media efforts remain strong.

Many of these platforms also provide optimization tips so you’ll know what to post and when to post it to get the best results. 

Content Auditing

Once you know your target audience and you’ve created (and published) content for them, you can use automation to audit your processes and past publications. There are plenty of auditing programs available that are designed to boost your web performance, including: 

  • Measure
  • SEO Site Checkup
  • Marketing GradeR
  • My Site Auditor

These programs (and many others) are designed to help you understand what you’re doing right and what you could be doing better.

They will run automatic audits on your website and point out areas that need improvement. Some will even help you “decode” data so it can be better analyzed and used in your future marketing efforts. 

Again, using automation for content auditing saves your team time, energy, and stress. By letting technology take care of the auditing process, your team can spend more time and focus on fixing the issues and making things better. 

It’s important to note that while there are obviously many benefits to automating your marketing process, it’s not foolproof.

If you’re short-staffed, run a small business, or need to ensure your employees aren’t overworked and burnt out, automating things is a fantastic way to get the job done.

However, don’t let the human side of your brand fall away. Double-check your processes to ensure they’re correct, make sure your content sounds realistic, and don’t make assumptions based solely on automated suggestions.

Do your own research, if necessary, and you’ll find a healthy balance between automation and the need for a personal touch behind the scenes.

Luke Smith
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