We all love social media (well most of us). We are Tweeting more, Liking more (on Facebook), dipping our toes into Google Plus and exploring LinkedIn on a more regular basis. This is great. On top of (or underneath) of all of this we’re still doing blogging, creating on the spot videos and so much more.
The other side of great marketing is the increased use of marketing automation software wherein you use software to help your system of nurturing customers, product fulfillment, lead management, referrals and etc be as automated as possible. Some of the leaders in marketing automation include Infusionsoft, Marketto and HubSpot.
Their press release reads:
The app integration, currently in beta, which automatically pulls HubSpot Lead and Keyword data into HootSuite providing an opportunity for social engagement with leads and those mentioning top performing keywords without leaving the HootSuite dashboard. This powerful integration breaks ground on lead management by closing the loop on social media and inbound marketing. Interested customers areencouraged to apply to participate in the beta program which will run for two weeks prior to the public launch at the end of June.
This integration is great news and quite powerful. But my ONLY caution? As you do more social media engagement and marketing automation development ensure that you’re being as authentic and real as possible to customers. Maybe you own a local sewing store and use HubSpot to manage your inbound marketing of white papers, landing pages and etc related to sewing. If you start auto generating Tweets to customers based on keywords – at some point they’re going to see it’s automatically generated and not with the real, warm, intent of a human mind.
Know what I mean?
Automation and Integration are great. But before you automate too much – be sure you’re real to your customers and they’ll be real for you.