You’ve heard the benefits of using automated marketing solutions for your business: the time saving, the worry saving: “set it and forget it.” Sometimes the concept of automated marketing software—tools that automatically send tweets and e-mails on a schedule you program—is billed as being a digital set of hands, a nice convenience. Yet, it goes beyond that. It’s a way of doing things grounded in very real and developed philosophies. It can help your business or organization in many profound ways.
Here’s a look at what you risk by not using automated marketing.
The Power of Consistency
In short, it’s important to spool forth content on a regular basis. This doesn’t mean more content or more frequent updates, necessarily. It means regularity. If you put forth too much communication—tweets, e-mails, etc.—too fast, it can look as though you got excited and sat down and made sure you did your marketing duties for that week. In other words, it doesn’t look as though you have a mapped plan but that you are operating on a disorganized, ad hoc basis. If you are operating that way, automated marketing creates the appearance that you aren’t.
After sending too many communications in too short a time, businesses can often stay silent for too long. You don’t want to create the impression you’ve gone out of business, have gotten bored or disillusioned with marketing, or are scrambling to mop up other messes that keep you from marketing. And, more generally, you don’t want people to forget about you.
Thus, automated marketing keeps you on the right track, with twice a week tweets, once a month newsletters, etc.
Naturally, you have an interest in connecting with and consistently communicating with people who have shown an interest in your brand. Remember that marketing automation goes beyond social marketing and other interest-creating tools. It can also entail setting up the automatic sending of newsletters when someone opts in, the automatic creation of thank-you e-mails for purchases, coupons, surveys, and other ways of handling the most important part of the marketing process: giving attention to people who are engaged.
Using Data to Its Fullest
We probably agree that using data to gauge ROI in your marketing is key. You can go to various social networking sites and get some analysis and data. But most marketing automation platforms give you a full suite of analytical tools that allow you to focus your efforts with the greatest efficiency.
It’s important, then, not to think of automated marketing as just a calendar or a timed button-pusher. Good automation software touches on many key principles of marketing.