From social media schedulers to AI-powered content generators, automation tools now play an important part in modern marketing strategies. With this technology set to become even more advanced, let’s explore how to use marketing automation tools to your advantage. 

Define your objectives

Firstly, find out what kind of automation your marketing strategy needs before committing to a specific tool. For instance, if every aspect of your marketing campaigns and communications require some automation, it might be best to invest in an all round tool. However, if there’s a particular area you’d like to boost, consider using one that’s more specialised.

Douple check everything 

Even though marketing automation tools are clever, they are certainly not foolproof. Therefore, when using content generation tools, it’s important to proofread everything to ensure it reads naturally and is factually and grammatically correct before it’s published. For content scheduling tools, double check your posts are set for the correct times and dates. If a piece of content is shared at the wrong time, it could not only cause confusion and reduce its impact, but lower your ROI. 

Stay up to date on trends

So that your marketing automation efforts remain effective and you’re using the best tools for the job, you need to keep up to date with the latest advances in automation technology. Do this by checking in with relevant tech and marketing publications and use this knowledge to gain maximum value from your efforts.

Don’t rely on automation too heavily

While marketing automation can streamline processes, it's essential to maintain a personal touch in your interactions with customers. Instead of relying solely on automation tools to produce content, for example, you should use them to enhance your existing efforts while still keeping your brand identity consistent. The ultimate goal is to build trust and credibility with your customers, so a balanced approach to automation is ideal.

Written by Stephanie Clark