How to Use Automation Across Multiple Platforms
As the presence of Facebook, LinkedIn, Instagram and TikTok become more common and widespread companies accordingly adjust their online reach. According to statistics, about 40-42% of humanity makes use of social platforms. It is about 3.2 billion users around the globe. This number of users keeps growing day after day.
Marketers should take into consideration this potential and use it to the fullest. Although it can be quite challenging it is still rewarding and lucrative a lot. To achieve certain goals on social media you should remember that your brand has to be available, coherent, and updated on social media. Moreover, remember to follow trends, engage with the audience through your social platforms on a daily basis, and calculate the social performance. Of course, it is a real quest to do all these actions by yourself and still successfully work on many marketing campaigns at once. Thus, you have social media automation that can come in handy and play an important role in making your business successful.
Social media automation, as you see from the name, helps you automate many processes connected with social media to save your effort and time and get the best return on investment from your performance on social media. Automation includes content measuring, publishing, and tracking.
Moreover, automation works with scheduling content posts, managing trending content, republishing trending content, and checking on engagement performance on certain posts. There are also some advanced tasks for automation that include sentiment and social listening analysis. Based on results, you can form a proper engagement with your clients on a more trusting level.
- Automated Posting
- Consistent posting
- Audience growth
- 3 Most effective tools for social media automation
- Social sprout
- Meet Edgar
- Zoho social
- 3 crucial recommendations to do well with social media automation
- Keep your radars on
- What are the challenges of having multiple automation platforms?
- Managing the opt-out
To muse social platforms and automation to the fullest and best way, you need to learn more about automated posting and how it can support your business growth. Social automation offers you:
- Effective planning and scheduling
If you want your post to be seen by your target audience in specific social media you need to know a suitable time for publishing them when you can get the most number of views from your clients and users.
Social media optimization can help you plan and schedule all your posts in a certain and suitable for your way. Moreover, you do not sign in all your social media accounts to post something on your own, automation does it amazingly without your intervention.
As a result, you have more time and concentration on other more crucial processes of your business. There is also a feature when you can schedule your post according to a specific strategy. That means you can attract more targeted clients during a more lucrative period and get more recognition if you have done it on your own.
When you wish to schedule and manage your post in certain ways, there are always tools that can be smoothly combined with automation. Among such tools is Trello that provides systematized visual planning. Moreover, Trello can help in working and collaborating with various teams while developing marketing campaigns. It includes project management of software and web design. As a result, you can save your time while making campaigns.
- Coverage of many platforms at once
The more social media platforms you work with the more targeted reach you are going to get on the market. Thus, automation can help you post your content on multiple platforms at once. There are various effective tools for this purpose that can be used by you daily. Among the popular variants for multi-publishing are Facebook, Instagram, Tumblr, Twitter, Youtube, and Pinterest.
First of all, use only needed platforms for your brand and then develop a strategy for social media platforms that will help you the most. Another good point about automation is that it helps you find and use the main platforms for your brand. While you are working with several platforms, there is always a risky situation when you may not remember to past important post on a certain platform. However, if you have automation, it will prevent such situations.
The most important advantage here is saved time. While you are working on effective and creative ideas for social media strategy, automation will do for you monotonous work.
- Individualized Content
With the help of automation, you can build more customized content. It is a well-known fact that users are more interested in engaging content. Moreover, these users wish to see relevant posts. Thus, automation can become quite a useful tool while you are going to be concentrated in developing and managing content.
In every kind of social media platform, consistency is the key to success. When you share your content at a specific time, your audiences will be used to interacting with you and seeing you at those times. On the other hand, you are not always reachable to the network. This automation not only helps you to maintain consistency easier but also makes you feel less worried about the posting time.
As we mentioned before, consistency helps you to reach a wider audience. When you are reachable to different people from different time zones, you are making your community which you obtain from automated posting.
There are tools like BuzzSumo and Scoop.it that can help you to find the latest and useful content on social media or manage your content by regramming it from other clients. If you are still doubting automation than remember that automation enhances the quality of engagement with clients. Related tools can send you notifications about new feedbacks, messages, or other inquiries. Now you get all feedbacks quicker and can respond as quickly so that communication will stay fresh and strong.
- Use chatbots to support communication with clients twenty-four-seven
Nowadays you likely to communicate with chatbots than with real managers. There are a lot of variants like Facebook Messenger bots or digital concierges offered by e-commerce sites. More and more users enjoy working with chatbots mainly because that can offer them a quick answer from businesses they are trying to communicate with.
With bots quick development and their better services, their usage has become more widespread and gained a high level of popularity. For instance, Sephora has a Facebook bot that can find a suitable agent for the client and answer basic questions.
There also cases when bots can recommend certain products on a professional level. Such a solution is suitable for cases when your sales or managers’ teams do not work around the clock.
Moreover, bots can become a good addition to your business’ database or question-answer. For instance, bot of Adobe Photoshop asks detailed questions to offer users later full and needed solutions for their issues then and there.
Nowadays, there are a lot of tools for social media automation. Each of these variants provides a personalized set of features for automation. Some tools have a complex set of many needed functions in one place, some other tools concentrate only on some main functions. Among the most popular options are:
This name has been in the field of social automation since 2008. Since then it has become one of the most well-known tools in its field. This tool is a complex and effective automation platform that has a full range of features for you to experiment in social automation.
Hootsuite offers you social planning, adjustable reports, real-time updates, calculating social return on investments, notifications on mentions on social media, and integration with a wide range of social platforms (Facebook, Twitter, Youtube, LinkedIn, Instagram and others). Among the advanced features are sentiment analysis, social listening, extensive reporting for enhanced campaigns.
Moreover, Hootsuite will support you with searches of content based on a specific location and suitable social influencers. A basic set of functions can be used for free, you just need to have an account that is connected to three social accounts. If you want to use an advanced set of functions you will have to pay $18-$650.
BuzzSumo is quite a popular platform that is concentrated on searching for trending social topics that are related to domains, industries, and keywords. The platforms can simplify the task of tracking popular content and calculating its importance and performance. As a result, you can choose trends where you can benefit and leaves those that unprofitable.
BuzzSumo offers such functions as post scheduling and publishing, integration with various social platforms, content analysis related to a domain, location, and platforms and tracking of influencers. You can use a basic free plan that has a limited set of features or pay about $99-$499 to get a full package of features.
Sendible is a SaaS that helps organizations manage their social media strategies at its best. this platform can manage multiple accounts of multiple brands in an integrated dashboard. It’s really an easy to use application and you can easily execute your tasks.
You can connect your social media accounts to a single dashboard and schedule the posting contents. It supports images, videos, and text, of course.
CoSchedule helps you simplify the scheduling process of publishing posts beforehand. It is quite a useful variant for those marketers who want to have access to the management of several social accounts at a single location. Moreover, you can try scheduling at least 60 social posts simultaneously. As a result, you have a smooth experience with your social calendar.
Among other notable features of CoSchedule are headline identifier, social organizer, in-depth analytics, social inbox, and readjusting of content. It also has a diverse set of features for other marketing processes like asset management, the marketing calendar, and content management. You need to pay about $100-$300 each month for using a set of CoSchedule features. The more set is advanced the bigger price is going to be.
ShareIt is the world’s fastest file transfer tool you can use. You don’t need any internet or cables to transfer. Files can easily be shared between various devices. You can share all kinds of files like pictures, music, videos, etc anywhere anytime. This application is over 200 times faster than Bluetooth. It is also used by over 1.8 billion users so it can be a good choice for you. Watch the video, play a game, share files and enjoy.
Things are a little different at Buffer. This is the easiest way to schedule your social media campaigns and reach more people on social media. Buffer is an application for the web and mobile. You can manage accounts to schedule posts to any kind of social platform like Twitter, Instagram, Facebook and furthermore analyze their results. You can also track your progress with analytics. More than 1 million people are using this application.
This is an application you can use to manage all of your social media profiles. It helps you to schedule your content, analyze social data. Sprout Social comes with deep social media listening and analytics, social management, customer care, and advocacy solutions. It provides an atmosphere that you can engage with customers from an all-in-one solution. It is used by more than 25,000 brands and agencies around the world.
This is a social media management tool for small businesses. It does the scheduling for you. You schedule, share and recycle the content you want, whenever you want. A lot of time is saved by using it. It helps you to get more out of social media and it is reliable and effective. Not only does it enable you to catalog your updates in a library but also it sorts the update into categories you created before and publishes them at a time that you choose. With Edgar, there is nothing to do with manual scheduling, busy work, and hassle.
This is an all-in-one social media management tool. Zoho helps businesses manage different social channels. Not only does it help you to grow an active presence on social media but also helps you to schedule posts. It also enables you to monitor mentions, create custom dashboards, and measure your social media activity with insights about every post. There is no need to access the internet while working on new posts. Drafts will be saved and they will be synced when you are back online.
To make the most of the moments of your business, you can rely on agora pulse. This is a social media management software that allows you to turn everyday interactions into meaningful connections. It helps you to schedule and publish content from your desktop. You can analyze and measure branded hashtags and manage multiple accounts from one single platform as well. Save time, stay organized and manage social media easily by agora pulse.
If you think that with the help of social automation you going to get ahead automatically then you are not quite right. To finish properly, we are going to provide three crucial points to remember when you work with social media automation and want to thrive among other opponents.
- You are still working with human beings
So, this is quite an important thought to keep in mind. Your hard-work on social presence and recognition is not finished after you start using automation. Even after implementing such technology, you still need to think through how to stay human even if some technology is behind your posts.
Thus, try to make your posts and chats colloquial, with funny captions, emojis, and friendly language. These small adjustments immensely improve any kind of connection with users even if this connection goes through social media automation.
Remember, you are the only one who knows your target audience the best. When you get used to automation, you still have to make an effort to be present on your social accounts. Social media automation is a supporting tool for your branding, not the main one that can replace even you.
- Discuss what is going to be automated exactly
Before you start investing in social media automation, you should think through what you really need from this technology. For instance, popular automation aims can be:
- Enhancing the reach to a target audience
- Quickening the response time to your clients
- Boosting your general rate of social engagement
- Offering more personalized service to your clients
In the long run, any mix of these aims can create a great benefit for you. Thus, always discuss your ideas on the implementation or adjusting of social media automation for your business.
- Control your advances
This recommendation always reminds you about two-way interaction. As we said, you can not just turn on automation and forget about monitoring. You have to remember to control scheduled messages and working chatbots so that everything is working properly.
Moreover, your control should be also related to all KPIs and metrics to have a full picture of whether social media automation brings you any advances. For instance, are you reducing your response time to your clients? Has this adjustment brought any increase in social sales?
Thus, be very attentive to any changes. They might signal you about the need to adjust your automation or be more involved in the process or otherwise, you are going to lose your money in vain.
Keep your radars on
Even if you already have everything under autopilot control, and things are quite fine, never forget to address your audience properly. Especially when you receive a negative comment or when you have received a complaint about anything.
The ability to take action quickly, can preserve you and your brand from permanent damage. Always remember that the internet is faster than you will ever be, so always be alert to address any probable outbreak of problems as quickly as possible. To save your reputation you can easily use certain tools that will alert you whenever someone has mentioned you or your brand in another media or channel as well. In that way, you can get a more consistent understanding of where you are and what you are doing.
What are the challenges of having multiple automation platforms?
In this digital era Having multiple automation platforms has become a normal thing for companies and businesses and some of them tend to have more than dozens of these platforms for their marketing.
We can name various reasons why companies choose to have multiple automation platforms. For instance, The necessity to perform a number of transactions combined together alongside mergers, receiving outsourced demands, Lifecycle Maintenance, etc.
We have talked about the importance of using multiple automation platforms and the reasons why companies choose to have these platforms, but what are the challenges that come with various automation platforms for marketing? So let’s take a look at some of the challenges and drawbacks of having multiple automation platforms in general:
You can’t exactly expect these automation platforms to come out cheap and the management and administration of these platforms aren’t the cheapest either.
On top of the administration prices you should add the price of license and services across these multiple automation platforms and when all of these factors add up the total budget can get noticeably high. So it’s not the wisest decision to spend all this money on multiple redundant applications and you can channel this to the budget of another marketing department.
Users tend to add new information or update their contact info by using online registration forms. Here’s the thing, companies tend to use these data vendors as well. The difficulty comes when there are several automation platforms involved and the sharing won’t be as updated as you need it to be and accuracy isn’t as precise as it should be. Considering all these, the data management of multiple automation platforms can consume a lot of time and The process can get frustrating.
Managing the opt-out
When you get into using multiple automation platforms you’ll reach the point where you see email opt-outs occurring in more than one application. But what does it mean? When you realize these opt-outs happening you need to implement a process or implement integration between the mentioned applications. The reason you need to do this is to share regulatory compliance opt-outs.
Another challenge of using multiple automation platforms is that there is too much emailing going on. How does this emailing disaster occur? Well, when you rely on multiple applications for emailing the frequency and how you receive reports for individual contacts can easily get out of hand.
When you overly email your contacts it will negatively affect your company and it doesn’t create the best impression when you email your contacts multiple times a day.
When you decide to send emails by using multiple automation platforms the likelihood of emailing and double emailing bounced email addresses will increase. It will negatively affect your company’s bouncing rates and you will have higher numbers when it comes to overall
bouncing rates. Just like the opt-outs, you’re going to need to use an integration or process to share with email addresses that are undeliverable.
Bounced email addresses will reduce how deliverable your company’s Emails are and whether your company should be in a block list or not.
Creating an aggregated marketing report based on the variety of contacts, the number of sent emails, The response rate, etc. Is more difficult when you use multiple automation platforms that’s why when companies use these platforms They don’t go through their Contact response levels that are at the aggregate level.
Also, it’s common between companies to go through every application’s report individually. This can lead to companies not having a complete view alongside being holistic when it comes to making marketing decisions based on Contacts being responsive and involved, etc.
When all the marketing is focused on one automation platform, process, Tactic, etc, it’s easier to work with and the syndication through the marketing comes easier as well. But when companies choose to use multiple automation platforms for their marketing the duration of syndication increases since they need to be replicated. Additionally, when different vendors are in the game You’re going to need more than just a copy and paste process.
We use account and contact fields such as level, Industry, department, Sales size, etc for creating filters and segments. Contact activities like submitting forms, email clicks, etc are also used to create these segments.
Using multiple automation platforms comes with issues such as having disturbed activity data around various locations. With this happening, the segments that are created by using activity data aren’t as reliable. What’s the reason? Well, the gathered data is only on the single platform that the contact is using and this is data that will be applied on the segmentation not the Activity data from the other applications.
Automating your business is one of the most important factors that can help you develop your business. Time is gold, they say. And saving your time by using automation tools is a great way to reduce costs and increase your income.
There are many tools that can help you in managing your business. In this article, we talked about some of the most common ones. Don’t forget that spending money on this approach is one of the best ways to invest your money.