Jun 6, 2016

Why Your Business Needs Marketing Automation

by Gini Queen
Inbound Marketing

You’ve set up your Facebook page, your Twitter account, and have a good start on building an audience on LinkedIn—but now what?

Engaging in all these marketing channels are a great way to gain online recognition for your company, but being able to tell how much recognition, through which channels, is even better. You’re not a tech-savvy, data analytics computer geek—and have no desire to become one—so how do you achieve getting the best bang for your marketing buck without having to learn a whole new language?


Investing in a marketing automation platform to streamline all your online marketing efforts is one of the best marketing investments you can make. Yes, Facebook and LinkedIn have their own built-in analytics tools, but who has time to jump back and forth from one network to the other, gathering, comparing and compiling the all-important data needed to see what’s working (and what’s not!) with your marketing efforts?


An automation platform reduces the need for staff (or you!) to spend time scheduling, creating, distributing and maintaining your online efforts. Automation means…it does just that! Posts and tweets for a whole week can be set up and scheduled in one sitting, versus having to try and find time every day to post updated info so your social media accounts don’t go stale.


The consistency of your message is key when it comes to any marketing strategy. Having different content being distributed to different channels by different people (Sally, you’re in charge of blogs, Jim, you handle Facebook and Kelly, you’ll be responsible for Twitter) results in a discombobulated jumble of words that have no streamlined messaging plan behind them.

A marketing automation platform allows one or two people to manage your online marketing efforts. A bit of time at the beginning of each month is spent developing a content calendar that ties all your channels together to deliver a consistent, branded message. That message is then created, scheduled and distributed across all social channels. Same message, different vehicles. Short and sweet for Twitter, a visual representation for Instagram, a clever headline and link posted to Facebook, and a more in-depth conversation for your blog.


Each one of your potential visitors to your website and any one of your social media networks has a different way in which they communicate, and want to be communicated to.

Data collected and compiled through marketing automation will give you insight as to how many people are getting (and responding to) your messaging and the specific channel they’re using. Drill down a bit more, and you can find out the optimal time to send emails, which CTAs work the best, and exactly how many people liked that clever Facebook post you did last week.

The more your automation platform is utilized, the more data is collected, resulting in more information for you as to how best to approach those people you’re wanting as customers.

Automation helps identify and pre-qualify leads that you otherwise wouldn’t know were out there waiting for you to connect with them.


Marketing automation accurately measures the success of your marketing strategies all in one place—at your fingertips—which, in turn, helps your bottom line. If you’d like to know more about inbound marketing, multi-channel messaging and marketing automation, let us know—we’d love to chat with you more about your marketing needs