To automate or not to automate…that is the question!
With the rise in different ways to market your business, the ever-growing list of social media platforms (and their features), and the long to-do lists business owners have to get through each month, it comes as no surprise that we’re beginning to rely on some automation in our business (GAME CHANGER)
However…you can’t just automate everything and be done with it!
In fact, although some automation might appear to make your life easier, they might actually be harming your business… especially if they aren’t done correctly.
So I’m going to break down some common automations I see in the online space and give you my two cents about whether or not I think they’re a good, effective way of helping your business (and I’ll even touch on solving some of the problems these automations might create).
Let’s dive in!
Scheduling Automations
There’s no doubt about it, being able to schedule your core content pieces is a game changer. This way, you know that even if life happens, something pops up, you get ill, take a holiday, or can’t post for whatever reason, you still have content going out.
My favourite social media scheduling tool is Metricool but if you’re using Instagram or Facebook, you can now use the Meta Business Suite to schedule content too. Plus, some lucky people now have the ability to schedule content on Instagram on the app itself (check your advanced settings to see if you have this feature!). And don’t tell me if you do, because I’ll be very jealous, as I STILL haven’t got it!
However….there is a downside to automating your content scheduling. If you’re planning to schedule reels, use trending sounds or hashtags, or want to include interactive features on your posts, there are limitations when it comes to any scheduling software. They don’t always allow you to schedule posts with these features.
There is a solution though! I prepare everything as I normally would within whatever platform you use, schedule what I can, and then set up reminders for the date and time you need to post anything live. I do this for any client posts where I need to check the sound or use certain features to help boost the reach and engagement of the content piece.
Messaging Autoresponders
I’ll be honest, I’m not the biggest fan of using autoresponders and this is mainly because of how I’ve seen a lot of people use them!
However, autoresponders can be useful if you know you have a very busy inbox and aren’t willing to get the support of a social media manager to help you manage and keep on top of the inbox.
In this situation, sometimes having an auto message that acknowledges the receipt of someone's message can be handy. But it is not an excuse to ignore your audience!!
Also, whenever you set one up, it’s often very obvious that it is an autoresponse and that can feel really impersonal and off-putting to a potential customer (which is why I’m not a big fan).
So what do you do if your business inbox is always really busy and you need an autoresponder?
Make sure you thank the person messaging you and recommend an alternative means of contact when they can get a quicker and direct response from you so if the message is urgent or they want a more personal response, they know where to go!
Email sequence automation
Email sequences are the perfect thing to automate because there is no need to be sending out the same message on repeat to someone who has joined your list, downloaded a freebie, or signed up for an event!
However, make sure when you are writing your email sequences (whether that's a welcome sequence or a launch sequence) that you take the time to write it with purpose and genuine care. Utilise smart fields, segments, and tags to help personalise the customer experience and signposts where people can go for more tailored attention. I like to ask questions to my audience in my sequences to inspire more authentic and genuine conversations!
General email automations
When it comes to everyday emails, automation can definitely be used to your advantage, but it does need to be done carefully and with a bit of thought.
Setting up automated out-of-office emails is great for communicating boundaries and saving you the stress of having to respond manually when you’re on holiday! Just remember to update the message so you aren’t telling people you’re on Christmas break in the middle of July!
Who was guilty of this over Christmas 👀?
You can also automate onboarding emails so you aren’t typing out the same email every time a new client signs up to work with you. However, the same rules for automating your email sequences apply here too: take your time when writing them, give them the opportunity to connect with you directly, and utilise the personalisation features!
Should you automate your business?
The answer to this isn’t a straight yes or no. Instead, it depends on how you want to do business, what you’re planning to automate, and whether those automations will work for your business.
What you don’t want to do is automate everything and lose that personal touch that helps you to connect with your audience in an authentic way.
So absolutely automate where you can…but be picky with how you do it!
And, if thinking about automation and all things techy is giving you the shivers, I can recommend a great Online Business Manager Kirsty Holden who can help you get your tech and operations into gear.
