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153: Balancing Automation and Personal Touch: The Art of Achieving Authentic Marketing Efficiency · Imperfect Marketing

• 0:28
  Speaker 1: Hello, happy Tuesday.
• 0:30
  Speaker 1: Welcome to another Imperfect Marketing Brief with me, your host, kendra Corman, where I share marketing tips in 15 minutes or less, and usually a lot less.
• 0:40
  Speaker 1: Today, I'm going to be talking about the modern marketing dilemma.
• 0:45
  Speaker 1: What's the sweet sumptuous between automation and a personal touch in our marketing strategies as you go deeper and deeper and deeper into the digital age?
• 0:56
  Speaker 1: Striking this balance is crucial for building meaningful relationships with our audience.
• 1:01
  Speaker 1: So let's talk a little bit about that First.
• 1:06
  Speaker 1: Automation, of course, has become a cornerstone in modern marketing.
• 1:09
  Speaker 1: Of course, right, it saves time and effort and I am a big proponent of it.
• 1:14
  Speaker 1: It offers efficiency, scalability, consistency and it's a huge again, huge time saver because you can schedule posts and emails, manage data and your analytics, provide insight into understanding your audience behavior and helps you refine your strategies.
• 1:34
  Speaker 1: The problem is, the human element in marketing is irreplaceable.
• 1:41
  Speaker 1: Personal interactions foster trust and, again, it's a no-liking trust factor that gets people to buy from you.
• 1:49
  Speaker 1: That deeper connection can make your audience feel more again connected and no-liking, trust you more.
• 1:59
  Speaker 1: So, when you're working on customizing things, think about personalized responses, offers and interactions that make them feel valued and understood.
• 2:09
  Speaker 1: Sometimes it's just the simple thing of changing a minor line on an automated email or an automated invoice, even right.
• 2:20
  Speaker 1: You can go so far with whatever it is that you're working on communication twice.
• 2:26
  Speaker 1: So how can we marry the two okay, automation and personal touch Because that's so important, because we can't give up the time saving of automation, but we also cannot afford to give up that personal touch.
• 2:40
  Speaker 1: So what I want you to think about is segmentation.
• 2:44
  Speaker 1: If you're able to use segmentation while still personalizing messages to different audience segments, that is huge.
• 2:54
  Speaker 1: You can communicate with large groups of your customer base that has the same thought patterns or needs or questions, and a lot of times you're able to do that by watching their interactions, having them tell you what group and segment they want to be in, and then you can definitely automate routine communications.
• 3:19
  Speaker 1: But you need to ensure that there's personal interactions.
• 3:22
  Speaker 1: Maybe it's a regular check-in or a personalized follow-up, or maybe you reach out and say, hey, I haven't heard from you in a while.
• 3:32
  Speaker 1: Create those like little tickler files that encourage you to make sure that you're touching base and that people are feeling heard and appreciated as part of your network.
• 3:42
  Speaker 1: Now there are a myriad of tools and techniques to maintain this balance.
• 3:49
  Speaker 1: You can take automated responses and intermix it with humans for customer service experiences.
• 3:59
  Speaker 1: People don't just want to talk to bots.
• 4:01
  Speaker 1: I remember I was just.
• 4:03
  Speaker 1: I just called somebody the other day and I got their automated system and I'm like speak to customer service.
• 4:10
  Speaker 1: They're like, okay, you want to speak to someone, can you tell me more about what it is that you're looking to do?
• 4:16
  Speaker 1: And I'm like sure, I'm like I'm trying to find these SodaStream refills because my local target was out.
• 4:22
  Speaker 1: And I'm like do you have SodaStream carbonated exchanges Calling about a return or exchange?
• 4:29
  Speaker 1: No, no, I'm not.
• 4:31
  Speaker 1: So I got lost in a situation where there wasn't an option to get to a person until they finally figured it out.
• 4:39
  Speaker 1: Then they're like okay, I don't understand, I'm going to transfer you to somebody.
• 4:42
  Speaker 1: Well, thank you for that extra five minutes, right?
• 4:45
  Speaker 1: So again, you want to make sure that you're figuring out how to combine those and keep frustration out of some of that automation, right.
• 4:55
  Speaker 1: And then you want to use tools that allow personalization within automated processes.
• 5:00
  Speaker 1: So network for good for a nonprofit donor management system, allows you to send video messages to your donors thanking them.
• 5:10
  Speaker 1: Who doesn't want a video message thanking them?
• 5:13
  Speaker 1: I use another service called Bon Jorro B-O-N-J-O-R-O.
• 5:19
  Speaker 1: It is super cool and can allow you to send personalized videos to anybody that responds to an email or joins a list or does a purchase.
• 5:32
  Speaker 1: It's so cool to think about how you can engage with so many different people on a personal level and even though you can make it so that it's one video that goes out to 50 people, it's still going to feel really personalized because it's personal and authentic, and that's what's going to be Now.
• 5:52
  Speaker 1: If you found today's episode insightful and I hope that you did I invite you to subscribe, share and leave a review for imperfect marketing.
• 6:01
  Speaker 1: Your support keeps my marketing wisdom flowing.