(1) Susan Prince outlines a 4-step process for putting marketing on autopilot using technology: (1) having content to share, (2) scheduling posts in advance, (3) choosing tools like Hootsuite and Constant Contact, and (4) loading content to publish automatically. (2) She recommends automating social media, blog posts, and email campaigns using scheduling tools to publish without needing to sit at a computer. (3) Putting marketing on autopilot still requires regular evaluation and live engagement, but can generate business from existing customers through strengthened relationships and referrals.

1. Marketing on
Autopilot
Susan Prince
August 30, 2012

2. About Susan
 Susan Prince
 President and founder of Cadence Marketing
 10 years working with small to medium sized
businesses
 We provide marketing strategy and design
services
 More than just marketing, we have the
creative ideas you need to take your business
to the next level.

3. Marketing at a typical Small
Business
Too little money
Too little time

4. Common Pitfalls
You’re either doing the work
Or
You’re doing marketing
Marketing doesn’t have to be
either or – you can focus on
work while marketing runs
in the background

5. Marketing works
A little
planning
A little
technology
Results

6. Marketing on Autopilot
Make marketing work for you…
 4 Simple Steps:
 1. Have something to say
 2. Set your schedule
 3. Chose your technology
 4. Load your content and let it run

7. Have something to say
 Marketing is a conversation. You have a
reason to talk to your customers and
prospects
 Promotions
 Tips
 Your news and events
 Industry news
 People love photos
 Think about what you want to say

8. Set your schedule
 Get a calendar
 How far out in advance can you plan?
 Think about the whole year
 At a minimum, think 1 month in advance
 Plan promotions
 Editorial calendar (i.e., blog posts)

9. The goal is to stay in touch
with your customer
 How often? It depends. On you and your
customers.
 Don’t over commit (i.e., the “monthly
newsletter that goes out 5 times a year)
 Don’t make a pest of yourself
 Somewhere between once a week and 4
times a year.

10. Combine what you know with
a little creativity
 You need to figure out what’s going to work
for you.
1. Who is your target?
2. What are you doing now?
3. What’s working?
4. What’s not?
 Evaluate the options and decide which tactics
will work for you.

11. Time vs. Money
Think about where you want to spend your time and money
Cost/Contact Time
Social Media Free High
Email Marketing Low Medium
Blogging Low Medium
PR Medium Medium
Direct Mail Medium Medium
Promotional Events Medium Medium
Tradeshows High High
Advertising High Low

12. Chose your technology
 Think about streamlining
 Which tactics can we automate?
 Social Media
 Blog Posts
 Email Marketing

14. Focus on the main players
 Facebook
 Twitter
 LinkedIn
 Google+

15. How can you automate Social
Media?
 Use Social Media scheduling tools
 Hootsuite (www.hootsuite.com)
 Tweetdeck (www.tweetdeck.com
 Pre-schedule your content.
 Create a spreadsheet of posts with dates and
times to load ahead of time. Hubspot has a
great template and tutorial: http://bit.ly/OkLMCm
 The world will never will know you’re not sitting
at your computer.

16.  Social Media Dashboard – can see
every social media platform at one
time
 Load bulk posts at one time
 Pick and choose which platform to
post. All or some.

19. Blog Posts
 Word Press
 Blogger
 Blog at least twice/month
 Promote through social media

20. Drip Campaigns – Nurture
leads
 Set up a series of emails that go out on a
scheduled interval to keep cold prospects
warm and to convert hot ones into customers.
 Email marketing:
 Constant Contact
 Vertical Response

21. Web Autoresponders
 What happens when someone contacts you
through your website?
 The time to market to someone is when they
are interested in you!

22. Marketing Iterations
 Do not set it and forget it!
 Make sure to throw in some “live” posts –
respond to what’s going on in your world.
 Marketing requires regular evaluation
 Schedule time once a quarter to review
where your new business is coming from

23. Building Relationships
 Your biggest source of business will come
from existing customers – either as repeat
business or as referrals.
 Use automated marketing to strengthen
relationships and generate more business.

24. Congratulations!
You now know everything to put your marketing
on autopilot!
You’re now ready for takeoff!

25. Follow-up
 Feel free to contact me if you have more questions.
Susan Prince
President
Cadence Marketing
22 W. Jefferson St., Suite 405
Rockville, MD 20850
www.cadencemarketing.com
301.340.2520
Follow me on Twitter @CadenceMarket
Become a fan on Facebook @Cadence Marketing