Automation as a Foundation for Scalability in Organizations
Growth, growth, growth! It is the mantra of organizations. They grow to ensure survival, to consolidate themselves, to impose themselves on their pressing competitors...
Growth has specific conditions that must be taken into account. One of the most important is scalability.
Let's say that our business is only prepared to serve 100 orders per day. If we suddenly have 1,000 orders a day, will the current processes and structure support that demand? And the staff we have... Will it be enough?
Scalability is the property that a system has to react to growth and adapt without losing quality—either by managing the continuous growth of work in a fluid way or by being prepared to grow without losing quality in the services it offers.
Software and Process Automation
Scalability and automation are first related to software, but they are also closely related to processes.
There are inefficient processes in many organizations—even if they are not in a growth phase.
Crafts that are done "because they have always been done that way" or because they are processes inherited from other teams that no one remembers how they started up or that no one questions anymore.
Software and process automation is the best ally to obtain more efficient companies. And it is even more critical for growing organizations, as automation will help keep processes efficient (or transform them)—processes that may be suitable for a small business but not for a larger one.
Marketing automation is one of the most relevant trends of recent years in companies and in all sectors.
The marketing automation sector will increase its turnover exponentially. The entire global marketing automation market size reached 15.6 billion U.S. dollars in 2019, and it is expected to grow to 25.1 billion U.S. dollars by the end of 2023. (Data extracted from Statista.)
This growth is not surprising, given the popularization of omnichannel strategies in all sectors.
The complete vision of the customer in all channels and their performance requires technologies capable of automating repetitive tasks and processes, such as email marketing and the use and analysis of large amounts of data.
Lead Scoring and Lead Nurturing
When a company gets a large volume of customers, a vast database... How can you qualify that database and get the most out of it?
Manual analysis has become unfeasible. A lead scoring tool allows the automation of the process.
Tools with built-in lead scoring allow us to understand—based on customer behavior patterns (visits to the web, behavior when opening emails, etc.)—how qualified a lead is and how close it is to conversion.
Many tools also allow us to automate lead nurturing. In other words, they will enable us to automate what communications and what relationship we establish with leads—based on their qualification and how close they are to conversion.
Many companies use triggered emails—for example, an abandoned cart reminder email.
And yes, that's automation. But is it the best possible automation? No, it is not.
It is a much better response to create the communication based not only on that abandoned cart but also on how a lead has behaved on our social networks, what products it has seen, or what content it has been exposed to.
Automation and SEO
To implement many of the improvements specified in an SEO strategy, it is necessary to previously carry out a series of actions that involve a great effort on the part of SEO professionals: keyword research, creation or modification of the site structure, ranking analysis and user behavior, technical audit, internal and external linking profile...
For many years most of these tasks have been done manually. Unfortunately, despite the outstanding expertise of SEO professionals, this is a very big limitation to obtain the best results:
- Searching for keywords for large businesses means analyzing, thinking and working on hundreds or thousands of keywords.
- The definition of the best structure for a website can also have hundreds of variables depending on the products/services and the needs and intentions of consumers.
- Link analysis also includes thousands of links and investigates how they affect hundreds or thousands of pages.
Despite the rewards of getting better rankings and increasing organic traffic, it is inefficient to put manual effort into these tasks. Instead, it is much more productive to have software tools take care of it.
SEOs have always been characterized by using tools that help them in their work: Search Console, Google Analytics, Ahrefs, Semrush, Screaming Frog, etc.
Some of the tasks that these tools allow to automate are:
- Rank Tracking
- Toxic Link Alert
- Error Alerts
- Brand Monitoring
- Automated Reports: Keywords, links, etc.
- Log Analysis: To check the efficient use of the tracking budget.
Now, a new generation of tools has appeared that takes automation much further and makes SEO work much more scalable.
New Generation of SEO Tools
The new generation of SEO tools has improved qualitatively with machine learning—with the self-learning capacity of the software based on the performance obtained.
This is a substantial change. The output improves each time it is applied to the same problem because, in a certain way, machine learning is based on recognizing patterns when analyzing large volumes of data.
Let's imagine that we have to find the pages with the most SEO potential on a website. A small or medium website is not the same as an e-commerce website with thousands of pages in several languages or a website with hundreds of thousands of classified ads.
How can we create an SEO strategy in these cases? With automation!
Tools such as DWX InLinks allow you to select the most promising pages and, through modifications to the internal linking, enhance them and multiply their rankings and the traffic they obtain.
For any organization, professionals who can scale the benefits they bring become much more valuable. Therefore, the use of automation tools turns SEO professionals into scalability agents within their companies.
Nor should we forget that having more frequent and higher quality insights at their disposal makes the knowledge and expertise of SEO professionals also benefit.
The confidence of having objective insights based on the precise analysis of vast amounts of data reinforces the expertise of the professional in charge of triggering those insights.
Consequently, the SEO professional has more time to develop the strategy.
SEO professionals will continue to be valuable people who know their companies and the sector and, therefore, can interpret the information that the new automation tools put at their disposal to actuate it in the best possible way.