How Can Social Media and Content Marketing Automation Boost Your Outreach Effort?

photo credit: flickr

photo credit: flickr

Opinions on social media automation swing both ways – some would tell you it’s good to use, others would tell you it’s a mistake you’d better avoid. However, if you’ve had any experience managing a few social media pages, you know just how demanding the job can be. With posts, notifications, comments, likes, retweets, mentions and so many other things to track, it’s not surprising if social media managers wish there were more hours in a day.

Automation makes social media management less overwhelming. It also helps increase the effectiveness of your outreach efforts – here’s how:

Find share-worthy posts with content discovery tools

One of the most challenging aspects of a social media manager’s job is discovering content that will strike a chord with the audience. Automating content discovery with tools like DrumUp and Feedly helps you avoid the hassle of having to manually search for relevant content each time you need to share a post. DrumUp helps you find fresh, trending content, which increases your chances of being among the first ones that discover a post with viral potential. And Feedly lets you subscribe to content from specific websites or blogs that are related to your industry.

Increase your posting frequency

Social media users receive dozens of notifications every day, and it’s rather easy for your posts to get buried under them. The only way you can maintain visibility or increase exposure is by posting more often. Although the ideal posting frequency would vary based on the industry you operate in, it’s always good to take a mixed-bag-approach to your social media activities. For instance, on Twitter, ensure that you strike a balance between, tweeting, retweeting, and replying. You could use tools like TweetStats to keep an eye on how frequently you’re doing each one of them. You can also use tools to schedule your posts in advance so you won’t have to log in manually each time you want to share one.

Achieve consistency

Creating multiple social media accounts is easy; maintaining a steady presence on them is not. Several business pages fizzle out within months of having been set up since they are unable to achieve consistency. Social media automation lets you plan and schedule content ahead of time, ensuring that your social accounts remain active even when you are away.

Do more in less time

As the old adage goes, ‘Time is money‘, and more so in the case of businesses. Every minute you waste on a task that could have been automated translates into a loss of productivity for your business. Social media automation tools help you save precious minutes that you can instead invest in your core business activities. Most social media automation tools act as a centralized dashboard for all your social media marketing efforts. This saves you the trouble of having to log into each social media account individually.

Measure results

Using social media analytics tools will give you a good sense of how your posts are performing. Consequently, you can modify your content strategy to better align it with the goals of your social media marketing efforts. In using analytics, you must choose the metrics you track based the objectives you seek to achieve. For instance, if your goal is merely to increase visibility and establish credibility among your target audience, tracking metrics such as views and likes would suffice. However, if you’re looking for increased sales you should track the Click-through-rate (CTR) more closely.

Undoubtedly, automation can help your social media marketing efforts have a greater impact on your target audience. From discovering great content to improving engagement, automation helps you streamline your outreach activities and is a boon to every social media marketer. What tools do you have in your arsenal?

JessicaJessica has a keen interest in social media and content marketing and writes extensively about it. She represents Godot Media, a leading content marketing firm that also offers SEO writing services.

How Recommendation And Remarketing Tools Can Boost Your Sales

Up until fairly recently eCommerce recommendations and remarketing were only possible for large eCommerce sites. However, the emergence of recommendation and remarketing tools and service providers over the last two years have made these sales boosting benefits accessible to even small businesses and marketers.

In this article we will look at what recommendations and remarketing are within the field of eCommerce, before looking at how they can benefit your business and boost your sales.

What Recommendations & Remarketing Mean

Recommendations have long been a core component of Amazon’s website, with up to 70% of Amazon’s home page dedicated to recommendations.  There are three primary types of recommendations:

  • Generic: These recommendations are seldom influenced by your past browsing and shopping history, and often show what other customers are currently looking at, or what the top-sellers are in general, or by category.
  • Complementary: These recommendations are directly influenced by your current and past behavior on an eCommerce site, and will be made up of items that complement or enhance the items you are currently looking at.
  • Alternatives: These recommendations are alternatives to what you are currently looking at, or what is already in your cart. Alternative recommendations can be used to either upsell or to retain a customer where the product they were originally interested in is out-of-stock.

Remarketing is primarily about having your online ads displayed to users who have previously visited your site, as they browse other websites. However, remarketing can also be used in tandem to recommendations by showing visitors to your site products they have viewed on other sites, and even items that are relevant to their current geographical location.

Both recommendations and remarketing rely on you having a substantial amount of data regarding your customer’s behavior and history, and the arrival of recommendation and remarketing tools and service providers gives small businesses access to this, along with access to 3rd-party data that enhances what they have already collected.

Photo Credit Think with Google

Using Recommendations to Increase Average Basket Size

Careful implementation of complementary, and even generic recommendations, can lead to an increase in your average basket size, with a McKinsey case study showing that cross-selling techniques can increase sales by 20%. The focus should be on items that enhance what the customer is looking at; for example, if the customer is looking at a shirt, complementary recommendations would be pants, shoes and even socks that create a complete outfit.  However, there shouldn’t be too many recommendations or you risk losing the customer. Generic recommendations in this context can encourage customers to explore your site more, possibly finding items they want, but weren’t actively looking for.

Photo Credit Think with Google

Using Recommendations to Increase Conversions

Countless sales are lost each day when the item the customer is looking for is out-of-stock; but alternative recommendations can help you. Whenever an item is out-of-stock, ensure that you display at least three alternatives, using a good, better, best approach. Caution must be taken when setting up your alternatives since they should closely match the original; if the customer was looking for a light switch, don’t offer them a new lampshade as an alternative.

Photo Credit InfoSys

Using Recommendations to Improve Customer Loyalty

Personalization plays a critical role in fostering customer loyalty for online stores, and personalizing some of your generic recommendations is one way to start. Generic recommendations are shown when you don’t know what the customer is actually looking for, but once you have some history on a customer’s past behavior you can, in addition to the standard generic recommendations, show a list of items they bought recently, or buy frequently. This is particularly appropriate for FMCG and other items customers need to buy regularly.

Amazon’s recommendations are said to generate up to 30% in additional revenue for the company, and while they have been doing this for quite a few years, any online business, big or small, can realize a boost in sales through the proper implementation of their own recommendation and remarketing strategy. The only requirement is that you start now.


pm3Przemyslaw Mankowski as a CEO of QuarticON concentrates on company’s further expansion on the market, lead International business strategy and develops business partnerships in CEE and worldwide. He has been working in New Tech industry for several years. Prior to joining, he was Sales Director in Agora and Member of the Board in (Poland). He was also CEO at Passus and NextWeb Media.