Why We Swear By Marketing Automation @ Speedlancer

And why you should too…

Managing your email mailing lists, your social media accounts, and many of your other online based tasks can often be a repetitive task.

No one wants to sit and manually insert names and email addresses into forms for hours on end. Ideally, you want to have a way to automate these processes so that you can spend more time producing quality content or focus on your operations.

This is where you may have heard about marketing automation. But if you’re like many business owners, you may not be entirely sure what marketing automation is or what it all entails.

Marketing automation is actually a lot simpler than its name may lead you to believe. The idea behind marketing automation is that you can streamline certain processes by automating them.

Such processes might include lead generation, segmentation, lead nurturing, lead scoring, customer lifecycle marketing, and so on. While some marketing automation can be offline, for the most part we’re usually referring to software when we colloquially refer to marketing automation.

One thing you should keep in mind? Marketing automation isn’t replacing yours or anyone’s job. The purpose behind marketing automation is to make your job more efficient, allowing you to spend less time on time consuming, smaller tasks.

What It Actually Is

Many companies rely extensively on email marketing lists in order to connect with their customers. And that’s really where marketing automation shines.

Now, let’s be clear on what marketing automation isn’t. Marketing automation does not involve spamming your customers with basic form emails. It is and should be a lot more sophisticated than that.

Marketing automation should allow you the opportunity to truly personalize your emails, making your customers feel like you’re directly addressing them. Ideally, marketing automation happens in real time.

For example, let’s say you visit a business’s website. Let’s pretend this business sells music CDs and records. You browse the website and you click on the product information pages for a bunch of Lionel Richie albums.

You create an account on the website, with the hopes that you will come back and purchase the Lionel Richie albums later. Creating an account involves putting in your name and email address, among other things.

The next day, you receive an email from the business. “Dear John”, it reads. “Here are some exclusive deals on Lionel Richie albums. And we think you will enjoy these Commodores albums too.”

Sound familiar? You may be familiar with receiving similar emails from companies such as Amazon. If you have ever purchased an item on Amazon, you know you’ll often receive personalized emails relating to previous purchases.

You know that in reality, no one’s sitting at a computer and personally writing an email to every single Amazon customer. Some automation is happening in the background.

But because the emails use the customer’s name, browsing history, and purchase history to make the content of the email more relevant to the customer, you feel like your needs and interests as a customer are being acknowledged.

The idea behind marketing automation is to do this all for you. Certain automated programs can pull up information about the customer’s name, demographic data, purchase history, and so on and pop it into a form.

You can even see examples of marketing automation on websites themselves. Let’s hop back to Amazon for a moment.

If you browse on Amazon, you’ll often receive personalized recommendations for products, often accompanied by your name, according to your browsing and purchase history while you’re scrolling through the website.

Now don’t think that marketing automation can or should be used only by large Fortune 500 companies. As a matter of fact, businesses of all shapes and sizes can benefit from some level of marketing automation.

Marketing automation has a number of benefits even for smaller businesses and websites.

For example, marketing automation allows you to collect data in a flash and have a useful way of seeing where your customers’ interests align.

Marketing automation software and systems can allow you to schedule marketing campaigns, saving you time and money. You can truly connect with your customers in a smarter, more efficient manner.

What company wouldn’t want to have the power to do that?

Being able to automate many of your marketing processes allows you a better opportunity to generate and close on your leads.

A personalized email and automated personalization systems on your website allows you to better connect with your customers and save time trying to reach out to customers.

Using forms, tracking systems, and other automation systems will save you significant time and money and allow you to have a better, more efficient way of keeping track of your current and potential leads.

Part of the power of marketing automation is having the ability to nurture leads. As you no doubt know, not all customers are ready to make a purchase even after visiting your website for the first time.

Having the ability to reach out to them and provide personalized content offers you the ability to entice them back into the fold, enabling you to follow up on your lead and generate sales later.

Marketing automation works with every aspect of your business. A comprehensive marketing automation plan will not only utilize data garnered from forms and browsing/purchase data but you may even be able to incorporate data retrieved from call center calls and social media data.

Marketing automation allows you to become a better, more personable marketer and business owner.

Regardless of the size of your business, marketing automation software allows you to streamline key marketing functions, making it simpler to connect with your customers and generate future leads.

Personalization is a key aspect involved in lead nurturing and marketing automation processes allow you to do so on a larger scale.

Now that you have a better idea of what marketing automation entails, marketing automation should hopefully feel like a more accessible process.

Connecting with your customers is much simpler when you have marketing automation on your side.

At Speedlancer, this kind of power lets us interact more with our customers, connect them with better outcomes and get our freelancers working on tasks immediately, as soon as they come in. That’s power.

So what do we use?

Shout out to the fam at Buffer and their CEO Joel Gascoigne for making the best goddamn marketing software there is. It’s a key part of our approach to automating elements of our marketing, and it’s incredible.

Another shout out to IFTTT and Zapier because we couldn’t do anything without your software holding our automation together.


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