Marketing tactics in the B2B world have come a long way from the old “spray and pray” approach. The rising importance of a company’s social presence has presented new opportunities to broaden customer bases and zero-in on personal preferences. But who has time for all the minutiae that comes with a successful social strategy?
The key is using marketing automation software that will allow you to easily access personal insight at scale in a fraction of the time. The result will be a consistent social presence, with a more manageable workload. When managed correctly, purposeful content and personal connections can be retained through an automated approach as long as you choose your tools wisely and keep your end goal in sight.
Appropriate timing is crucial
No matter how great your content may be, if you post at inopportune times you are wasting your effort. Marketing automation tools can help your business determine when, where, and how to reach your target audience. More human effort can then go into producing the quality content that you’ll need to attract clients to your campaign. Automation tools, such as pre-scheduling posts, ensure that potential clients aren’t bombarded with too many messages and make it easier to retain a consistent voice.
Complementing automation with supplemental posts is also important. Taking time to respond to Facebook comments or Tweets adds a personal touch that clients will appreciate. Impromptu posts about current events or real-time company news is a great way to attract attention in unexpected ways. Be mindful of posting amid sensitive situations, like natural disasters or political tension, or even consider pausing automated posts until a more appropriate time.
