When a marketer is surrounded with an office full of loud people, the simplest daily task can become a burden. It’s hard to focus and stay productive when your coworkers are constantly interrupting your work. This is why it’s extremely important to use the right tools that make the job of marketing easier, specially if you are based in a coworking environment.
You can use several programs and tools as part of your marketing campaign. In fact, in this day and age, there are few marketing experts that do everything manually. However, there are times when programs and tools are useful, and times when they may cause damage. Here are a few examples of times when you should use tools and programs, as well as times when you shouldn’t.
Keep an eye on your competitors
Your competitors are doing their own research and are running their own trial and error tests. If you observe your environment, you’ll realise how your coworkers scan and analyse the competition. They are figuring stuff out that you may not have thought of yet. That is one of the reasons why you should monitor and watch your competitors so you may get fresh ideas from watching them.
There are programs and tools that will help you keep track of your competitor’s pages so you can see when they have updated pages and when they have created new pages. There are tools that will monitor their social media profiles for new ideas you can steal. There are also programs that will watch their online reputation, and will tell you where traces of your competitors appear on the Internet, so you may place your own business name in the same location(s).
Streamline your daily activities and go as automated as you can
Most modern marketers know that there are tools and programs that will automate their marketing. If you focus too much on automating your campaigns, you may end up creating generic campaigns that have no impact. Your best bet is to keep the creative side as “human” as possible, and simply work on making your processes more automated. The goal is not to have a robot do all your work, it is to lower the amount of time you spend during each marketing process.
A classic example is where automated emails are sent out after certain prompts. For example, you can buy tools that will automatically email a customer after a purchase. There are also others that generate a few days later to see if the customer will buy after-care products. In addition, there are tools that start the warm-lead process after a user makes contact, such as by encouraging them to sign up for an account and take advantage of their starter discounts.
Keep the content creation process as human as possible
Your marketing processes should be streamlined and efficient, but the content creation process should be as human as possible. The creation of marketing content needs to be human because people are immune to automatically created content. People can spot a copy-and-pasted Infographic compared to a lovingly crafted one and they can spot a spam Facebook post, but they appreciate an intimately tailored Google+ post (especially if they are mid-twenties or older).
This is one of the few instances where automation, tools and programs are less helpful. For example, if you were to use an Infographic tool that uses commonly seen templates, it will put people off. Look around the office and you’ll immediately notice some of your coworkers using such templates. They are usually not the ones who achieve the best results. If you were to use a graphic design program and create your Infographic from nothing (from scratch), then the audience would appreciate it and see the difference. In the case of content creation, less automation is preferred. If you do pay others to write or create your content, then pay people that are working from scratch, such as the Top British Essays team.
Research tools are not as handy as you think
There are plenty of online content marketers that run out of ideas. It is perfectly natural and happens in quite a few professions (the comedy writing profession especially). Many content marketers turn to research tools to come up with content ideas. The problem with this is that so many other content marketers use the same tools that viewers are subjected to the same old thing over and over again. The target audience becomes inoculated to anything that may have been interesting or shocking about the content.
This is another instance where it is probably better not to use any sort of tool or program. The most commonly used tools include those that tell marketers what is trending at the moment. The downside to these is that firstly they make your content the same as your competition, and secondly, most tools highlight trends when they are past their peak, which means the content marketers that use the tools are making themselves behind the times.