What is digital marketing automation?

digital marketing automation

Being efficient isn’t simply an added merit – it’s a necessity for survival. Automation exposes itself as a silver bullet for all digital marketing agencies, grappling with unpredictable growth, operational bottlenecks, and the constant essentiality to do more with less.

Whether it’s client reporting, onboarding, or day-to-day task management, it can transform the operational landscape of your agency, freeing up valuable resources and as a whole, enhancing your bottom line. 

Agencies like yours, are now drastically expected as the paramount drivers of client success. The role has been elevated from an execution, a tactical position for the project outcomes to a strategic advisor.

What if doing all the tasks were easier?

What if repetitive, simple, and time-consuming tasks could be automated? 

Yes…!  digital marketers ought to know how to leverage their automation and data to scale their business processes.

Most businesses today automate their marketing strategies to gain boosting up their productivity and efficiency. For instance, instead of separately sending marketing emails to each prospect, they can do focus on developing services and products. 

That said, integrating digital marketing automation into your strategy is crucial for automating your digital marketing efforts and standing out among your competitors.

Digital marketing automation for agencies

In digital marketing agencies, workflows stand as crucial to make sure for efficient project execution. While the specifics can differ from one platform to another depending on the type of agency or the work they handle. Certain workflows were generally followed. 

SEO Work Flow

Image source: https://plancod.com/

Hence for an efficient and smooth workflow in an agency, certain common specifics are illustrated below

Project initiation and planning 

Before you initiate your work, effectuate your steps and plans for it.

  • Explore the goals and objectives: Concisely define what the project focuses to achieve.
  • Stakeholder analysis: identify who would be involved, and impacted by the work.
  • Allocation of Resources: Assign team members, tools, and budgets essential for your project. 

Strategy development 

Content strategy: Create a content plan that aligns with the preferences of audiences and the work goals.

Selection of channels:  Decide on which digital channels like social media, SEO, email, etc.,  to use for your work. 

Market analysis and Research: Get to understand the market trends and the target audience. 

Project execution phase 

Produce essential materials such as social media content, ad copies, and blog posts
Create and develop appropriate graphics, site landing pages, and websites.  Set up and launch the campaigns, on the selected digital platforms.

Process monitoring and project management

Regularly check out the status and progress of different tasks against the specific deadline. Similarly, utilizes analytics for monitoring the performance of different digital campaigns.

Optimization and Adjustments: Make the necessary changes to your strategies based on this assessed performance data. 

Reporting and consistent communication 

Keep stakeholders informed about the status of your work. Compile performance data to your reports explicated for internal review or clients. Gather collective feedback from the clients and stakeholders and then integrate into your process. 

Project closure

Corroborate all the outputs that have been completed and successfully delivered to the relevant parties or the clients. Assess the success of your work, and document learning for your future plans. this illustrates a kind of post-project analysis. Gather robust feedback to understand the level of satisfaction and the enhancement areas. 

Review phase and continuous improvement

Arrange a meeting with the team for a discussion of what went well and what can be improved. Update the processes and workflows based on the learnings from your work.

The challenges of manual processes

Manual processes present different challenges, hindering the effectiveness and efficiency of optimizing a website for search engines.  One major challenge is the effort and time you spend performing those processes manually. 

This may encompass such as content optimization, link building, and keyword research, which can be exceedingly time-consuming while performed manually as the individual agency’s work. 

Moreover, this sort of manual process was prone to human errors having an impact on your efforts of SEO. mistakes do happen in meta tags, link building, and keyword targeting can influence your search engine rankings negatively. 

In addition to this, adjusting distinct elements on different web pages for the demands of clients and checking all the elements manually can be an error-prone and complex task you handle, especially for large websites having numerous pages. 

Further to this, manual processes struggle basically with scalability. As the website grows, the workload associated with manual website optimization for your client increases significantly. This turns out more challenging to maintain effective and consistent practices over all the web pages and adapt to the evolving ranking factors and search engine algorithms. 

Another limitation in carrying out manual processes is the difficulty of staying up-to-date with the ever-changing SEO landscape. 

Search engine algorithms, regularly update and emerge out new optimization techniques. Keeping track of those changes and implementing new updated strategies manually can be time-consuming and overwhelming. 

Finally, manual processes lack the precision and efficiency that algorithms and automation offer. Automation could perform performance tracing, backlink monitoring, and keyword analysis, faster and give more accurate results. 

Manual processes might be not capable of matching the comprehensive, accuracy, and speed of the automated solutions as well. 

Related article: How to start an SEO Agency in 2024?

Importance of digital marketing automation

How would you foresee or plan if all your work is finished off in a short time, efficiently, and without any flaws?

Yes, digital marketing automation saves time, minimizes human error, enhances efficiency for your agencies, and allows professionals to concentrate on strategic works requiring analysis and creativity.

Success depends solely on how they use the advanced automation capabilities to manage your work and nurture your growth in as many areas of the business as possible. 

Having great automation practices in place helps you manage areas such as functioning, customer relationship management, and resources shall foster the workflow and direct to add value for your clients. Every basic motto of the agency is that the streamline flows faster and simpler method.

The irresistible benefits of using automation come with greater efficiency, enriched productivity, cost savings, better customer support, project management, and insightful analytic data.

However, without any optimized content, realistic goals, and concrete planning, no agency could implement marketing automation successfully. 

It stands increasingly essential due to the scale and complexity of tasks, indulged in search engine optimization. I have listed out distinct reasons why this automation plays a vital role in the operations.

  • Efficiency and Time Savings:
  • Data reporting and analysis
  • Content optimization
  • Backlink monitoring status
  • Rank tracking
  • Email marketing 
  • Link building
  • Adaptation to algorithmic changes
  • Competitor analysis and much more 

Link building and content creation can be time-consuming and demand special attention for multiple team members’ involvement. This propounds a big problem for mid-level and small level businesses which have few hands-on-deck budgets. 

Even though many marketers do have a general understanding of the concepts of SEO, it is one of the more technical digital marketing strategies.

Less familiarity with search algorithms, ranking factors, or web development can easily cause business owners to put work on the back burner 

Your sentence is clear but could be streamlined for better flow. Here’s a refined version:

However, by automating key processes, a fundamental aspect of digital marketing automation, agencies can overcome common challenges. This strategy not only saves money and time but also ensures that your site remains updated with the latest strategies and trends.

It helps in setting up the necessary workflows, and work processes for executing successful SEO strategies consistently.

What aspects of digital marketing can you automate?

Let’s start by overviewing what workflows, processes, and tasks you can automate for your agencies more efficiently and save your clients better in a short time.

Keep in mind, though, that we have mentioned only a few reasons; however, there are others too.  Simply put, when a workflow or process contains many repetitive and manual tasks, you can go forward to automate. 

Automating the work explicates excellent results in the below aspects for your agency.

  • Researching, assessing, and clustering the relevancy of keywords
  • Crawling sites and checking the content availability for search robots. 
  • Analyzing the quality of links
  • Evaluating log files
  • Writing of meta tags
  • Technical essentials and web resources audition
  • Monitoring rankings of webpages. 
  • Content optimization and creation on placing on external platforms
  • Identifying keyword intents. 
  • Generating reports for clients. 
  • Filling profiles on different social networks.

It suits appropriate for all the work that does not need major management decisions. As a whole, it uncovers the magnificent processes more conveniently finished for every client you deal with. 

Getting started

Now, that you understand the essentiality of automation for your company, let’s traverse the steps you’ll follow in order to implement workflow automation.  

Step 1: Define what you’d like to achieve as the goals in your agencies.

The first step to getting started with workflow automation is defining what you wish to achieve by doing it.  You’ll need to decide what are your goals and what are you working for.

While you do this, you’ll understand where your business processes require improvements in efficacy, what workflows and processes you need to automate, and how far this automation fits into your overall workflows.

Step 2: Map out your processes. 

Once you know what you’d want to achieve through automation, you’ll in all probability, come to what are the exact processes you’ll ought to automate to attain your goals. 

Hence, during the next step of the process, you’ll map the processes and your workflows by implying each step the workflow goes through. 

For example,  suppose you’d like to enhance the efficiency of the briefing process. In this case, you’d map the entire workflow, from receiving the instruction from the client to gathering more information and completing an extensive brief. 

Step 3: Check for inefficiencies

Once All the Workflow and processes are mapped, you’ll be able to check for any bottlenecks and inefficiencies. These would then dictate where you’ll need to implement automation to make your workflow more efficient.

Step 4: Find and implement the right tool 

After you check out the hurdles in your journey, the very next step is finding the right tool that facilitates to automation of your processes and reduces inefficiencies. What these determine will largely depend on what you’d like to automate. 

For instance, if you wish to automate your social media posts, you’ll likely have to use a social media marketing tool. Similarly, if you want to eliminate the inefficiencies occurring in your client onboarding, you would opt for email automation. 

Choose the appropriate tool, you’ll need to assume whether it meets your budget and requirements. In most cases, you’ll find yourself, getting integrated with different tools for different purposes. 

Step 5: Test your automation

Once you’ve arrived at the right platform for all your purposes, you could implement it on a very small scale and do testing in all automations, before you do deployment to the rest of your business. 

During this testing phase, you’ll learn if this automation works off as it must spot any issues related to your work, which you could sort out conveniently before they become more significant challenges. 

Step 5: Deployment 

Once you’ve tested your workflow automation, and they work as they’re supposed to, you can deploy them to the rest of your business. 

What tasks can I safely automate?

When you’re implementing SEO for a client’s website, you may indulge in some of the repetitive, time-consuming processes. This may include 

  • Finding and fixing the technical issues in a consistent and timely manner.
  • Keeping track of backlinks, specifically the toxic ones.
    Monitoring of site ranking in Google and if needed other search engines. 
  • Ensuring that the content has been optimized with the best keywords.
  • Strengthening and analyzing internal link structures. 

Freeing up the work helps to focus on several parts of the project, that truly move the needle. Commence, by assessing your daily operations, and drafting out a list of repetitive ones, consuming a lot of your hardened time. 

This can encompass content scheduling for email marketing campaigns, SEO audits, client reporting, and social media. Moreover, consider the workflow processes including inter-team communication, client onboarding, and work management.

By pinpointing the areas, you would effectively target where this automation will be most beneficial, leaving you free to handle more strategic, complex tasks, that need human touch. 

Digital marketing automation tools

Finding the right automation source can serve as your agency’s ticket to happier clients, lower overhead, and high revenue. 

As you start exploring the space for automation, you’ll rapidly learn about the existence of many options in the market. 

Digging what to look for can could you the best decision for all your clients and team. The right platform you choose could do the below works

  • Let you automate as much of our SEO work as possible.
  • Make your workflow more efficient and organized.
  • Generate SEO leads, Even while you are asleep.
  • Automatically present you as experts to your prospective clients. 

There are a variety of tools for agencies to automate their SEO tasks. 

While you choose the ideal platform,  there are certain things, you have to consider.

  • What SEO tasks were presently the most resource-intensive or time-consuming for the agency or business team?
  • Are there additional tools and advanced features which are available in the software platform? Will I utilize the tools?
  • Is there any free version of the tool I can have access or does the version need a monthly fee or a subscription?
  • How many users on your team would require access to the software?
  • Does the software or the tool eliminate the pain points of those specific tasks?
  • What monthly subscription price points that would save your agency costs?

Depending on how you respond those questions would identify which software tools suit as the best choice for your business. 

Some SEO platforms are now so comprehensive and advanced, that they can feel intimidating or overwhelming to first-time users. 

The reality is you might not need all the tools in certain software platforms or might use only some features alone. 

That’s why it’s best to kickstart with the specific SEO tasks, which you wish to automate. 

Then, let it guide you to the perfect platform or tool allowing you to do this automation for those tasks.

How to automate all these processes with tools?

Building a system of digital marketing automation processes involves distinct steps, focusing on streamlining workflows, ensuring seamless communication across different processes, and integrating technology in your agency.

But also there lies a structured approach to developing such a system

Evaluate the current processes

The first and foremost step towards initiating this automation is evaluating the current processes. 

Identify the tasks that are time-consuming, repetitive, or could be easily automated. This may include email marketing that you do often, data analysis, social media scheduling, and much more. 

Make a list of those works coming under this category to prioritize the automation efforts. To initiate this sort of automation, understanding your present ongoing operations is non-negotiable. The processes were its backbone, knowing which are indispensable is the first checkpoint. 

  • Crafting an inventory of all the processes. 
  • Quantify the process by resource usage
  • Determine the bottlenecks.

Quantifying agency processes by time and resources

Once you’ve created the clear, and concise process inventory, the very next step will be to add the metrics. Knowing the resources and time each process takes seems pivotal to understanding the impact of the profitability and efficiency of your agency. 

Here are a few tips to do this type of quantification

Time Tracking:  Use time tracking to measure how long every process takes. This helps you understand if a particular work that must take an hour is extending into a day unnecessarily. 

Resource Allocation: Pick out what resources were being utilized for every process. This may range anything starting from software subscriptions to the number of team members allocated to a specific job.

Cost Analysis: Analyse the financial aspect. The cost taken for every process must be justified by their output, or else, it’s a candidate for optimization. 

Determine repetitive processes and bottlenecks 

Conduct a site audit of your present workflows to determine any bottlenecks in your work phases and identify the repetitive tasks in your work. These may include email marketing, content scheduling, data entry, analytics tracking, client reporting, and social media posting. 

Choose the right automation tools and invest in it

Choose the right SEO Agency software that can automate the determined processes in your workflow. 

  • Examples like implementing SEO agency CRM software: For client relationship management like Hubspot, and Salesforce.
  • Utilizing Marketing Automation platforms: this can be employed to automate email campaigns and lead nurturing.
  • Streamline Social media management: In some circumstances, posting related works for your processes can be made automated. For instance, automation for scheduling posts and assessing social media engagement can be evolved.
  • Leveraging platforms for Email marketing. 
  • AI-based content: can be used for content curation, creation, and its optimization.
  • Project management platform: can be utilized to streamline the workflows of your work
  • SEO and analytics tools: To trace the outcomes and to track the analytics of customer websites. For example, Google Analytics, SEMrush.

Optimize SEO with automation

Search engine optimization plays a vital role in driving organic traffic to the website of the agency is handling. 

Automate the efforts of your SEO, by utilizing software platforms such as SEOScrum, SEMRush or Moz for tracking keyword rankings, determine optimization opportunities, and conduct site audits. This might save you time and enhance your site’s visibility. 

Embrace chatbots for customer support

Chatbots have revolutionized customer support nowadays by providing automated and rapid responses to the general queries of customers. Implement chatbots on your social media platforms or your website to tackle basic customer inquiries, freeing up your working time to indulge in more complex tasks. 

Tidio or Chatbots could help you create and then deploy chatbots more conveniently.

Integration of tools

Ensure that the tools can be integrated with one another to yield a seamless information flow and data flow. Utilise API or the integration platforms to connect to different software systems. 

Develop automated workflows

Utilize the features in your automation and project management to craft good automated workflows. Define the actions, triggers, and output for every process. For example, set up an automated workflow for social media posts, wherein the creation of content triggers scheduling which then results in automated posting on websites and analysis of performance. 

Data analytics and reporting automation 

Once you’ve developed the automated workflows, next are the essential aspects of Data analytics and reporting automation that can help agencies save time, reduce human errors, and maintain accurate data. The yielding benefits of this process for your work are: 

  • Data accuracy: Reduces the likelihood of human errors when collecting and organizing data, ensuring the reliability of the reports generated.
  • Time-saving: Reporting minimizes the manual effort required to collect and compile data, allowing agencies to focus on optimizing their clients’ marketing strategies.
  • Customization: It often offers customization options, enabling agencies to create reports tailored to their clients’ needs and preferences.
  • White-labeling: solutions allow agencies to create fully branded reports featuring their logo and colors, even hosting them on their own domain.
  • Integration: Integrate with various marketing platforms, making it easier to include all clients’ latest marketing data in one place.

These processes help agencies with digital marketing automations on reports, sharing visually appealing insights with clients, ensuring they stay informed about campaign progress. They offer insights into website, SEO, content marketing, and paid search performance, allowing for fine-tuned client strategy optimization.

Customization and personalization

Customize for automation to suit particular campaign demands. This may include setting up a personalized email sequence based on segmenting audiences or customer actions for the targeted social media campaigns. 

Data collection and data analysis

Automate the collection of data and then assess marketing data as well. You can use t a different platform that offers real-time analytics within the interface and insights to adjust the agency’s strategies as per the requirements.

Training and adoption

Train on how to utilize the automation efficiently. Encourage the team consistently to adopt new processes and strategies and corresponding systems for your work. Creation of Standard Operating procedures(SOPs) and documentation for ease of use for onboarding new team members and for consistency. 

Work testing and optimization

Test the automated system performed regularly to make sure if they are functioning properly as been launched as per the intention.

Continuously collect valuable feedback from individual members and gather feedback from clients to pick out the improvement areas and then optimize the system according to this update 

Regular updates and maintenance

Regularly review the workflow of automation to bring out the reflection of changes in the business objectives or in marketing strategies.

Retain the software updated to the latest version for efficiency, performance, and security without any flaws. 

Compliance and security

Ensure all the automated processes comply with the relevant data privacy regulations and protection regulations. Implement other robust security measures for protecting confidential information and client data.

Benefits of digital marketing automation

By the way,  digital marketing automation will help to enhance the effectiveness and efficiency of SEO strategies, by eliminating the necessity for manual and repetitive tasks. It frees up the agency’s time for more strategic initiatives. 

For people who are still learning the basics of SEO, the automation software could eliminate some guesswork of content strategy, aiding the users in discovering keywords, recommending SEO tasks, develop content ideas for the user to complete.

In this scenario, the advantages of SEO automation for your agency extend beyond smarter and more successful campaigns. 

Saves cost

A monthly software subscription generally costs less money compared to outsourcing time-intensive tasks to an agency or freelancer or hiring additional resources to help your content strategy scale. 

Saves time:  Creating content consumes time in planning, writing, and delivery. 

Automating this part of the process can mean faster turn-around time for the content. 

Increases volume 

Automation permits you to complete certain tasks faster starting from content creation to keyword research to public relations outreach. 

This means more keyword rankings, more backlinks, and more content output for growing organically faster. 

Optimize workflows

Replacing the manual tasks with the process of automation frees up the brainpower of agency team members, enabling them to focus on the high-level strategy decisions and the other SEO tasks that need a human touch.

Demand for comprehensive features in ONE platform

Building a comprehensive automation system is an ongoing process involving continuous adjustment and refinement. It‘s important to balance automation along with human oversights to make sure creativity and strategic thinking are not compromised.

Automation must serve as an efficient phenomenon to improve effectiveness and efficiency, instead of replacing human input completely. 

These aforementioned steps were designed to be adaptable and flexible, permitting digital marketing agencies in tailoring according to the specific goals and needs of every project. 

The key towards successful digital marketing workflows relies on regular monitoring, the capability to adapt to changing feedback and circumstances, and clear communication.The right approach is to select the best automation platform covering the wide possible range of all your works. 

As an agency, you have to focus on comprehensive automation. The software you choose must work together, reinforcing one another. If you have separate modules for each sort of task to do automation, which has no interconnection, this sort of approach would only minimize productivity, creating additional hindrances for the team.

Therefore, it is better to opt for platforms, that have automated dashboards, project management features, and other services.

In it, on the platform, you will be notified about the strategy changes or sharpens the drops or spikes in the key indicator metrics as well. 

Getting access to advanced tools and technologies for your agencies

Accessing advanced SEO technologies seems crucial to improving search engine rankings. With the proper framework or software, as an agency, you can optimize your website, assess competitors, and able to track keyword performance.

Further to this, advanced technologies automate different processes, and facilitate fine-tuning its performance, thus saving efforts and time. 

This helps uncover the hidden opportunities and pick out the improvement areas, ultimately boosting the visibility of the client’s website and driving more organic traffic for your efforts.

In this dynamic digital sphere, automation does not turn out as a better bonus, however, it is an urgent necessity. This frees up the time, and financial resources to invest in more significant works which need a responsible approach and creativity. 

This makes your firm more sustainable and flexible – it adapts to the changes in a better way and adopts new techniques rapidly. 

Is automation the right way? 

SEO automation depicts truly the way of the present and the future. 

If you wish to succeed in a true organic search, it’s highly important that you commence familiarizing your agency with many ways automation could be incorporated into your current digital marketing agency’s strategy. 

Getting comfortable with those automation tools might have a little bit of a learning curve, however, it would be well worth the efforts for the merits it brings to your site’s organic performance and your bottom line tactics. 

SEO automation is truly the way of the present and future.

In this dynamic digital sphere, automation does not turn out as a better bonus, however, it is an urgent necessity. This frees up the time, and financial resources to invest in more significant works which need a responsible approach and creativity. 

This makes your firm more sustainable and flexible – it adapts to the changes in a better way and adopts new techniques rapidly.

Bottom line 

Now you have come to know how digital marketing automation helps agency with their workflows and tasks, the only remaining things left out to do is meet your team and decide what you have to tackle first. What are the priorities in your pipeline?

With every automation, you’ll open up more space in your work schedule, so that you will get to have a clear focus on what you do best, delivering exceptional outcomes to all your clients. 

Where speed and efficiency are the key drivers of success, automation thrives as a formidable ally for all digital marketing agencies. 

With strategic implementation, ongoing management, and careful planning, automation can revolutionize how your digital agencies operate.

The outcome? Engaged team, more streamlined Operation, and happier clients leading to a robust bottom line.

Begin your automation for all your processes, for your agencies in a easy and efficient platform. Kickstart your automation journey today, and position for the sustainable and scalable growth you desire. 

Now, to start digital marketing automation, dive into knowing the steps to set up an efficient automation system, start implementing them by all means, wherein automation saves enormous time, allowing concentration on tasks requiring your undivided attention.

Further to this, it can help you in scaling your digital agencies as a whole, as this automation solution can drastically minimize the costs of lead acquisition and automate certain processes.

If you require assistance in setting up any automated system for your agency, SEOScrum a innovative SEO Project Management Software is here to help you in creating a tailored automation system that works best for all your demands for your work!

Arun Andiselvam

As a serial entrepreneur, I have successfully established five brands over the past 12 years. After creating a successful rank tracker for SEO agencies, I am currently dedicated to developing the world's first SEO Project Management software.