b'T here arethe information it is key to add as muchalready be handling social media for their Marketing AutomationBy Heidi J. Ellsworth, HJE Consulting Groupmultipledata as possible.Information is critical incampus organizations.buzzwordsorder to properly segment your customersLooking at the bigger picture of in the marketingand offer strong communications. marketing automation, there are world and currentlyOnce a CRM program is in place andcompanies out there that will help put a one of the biggest isinformation, past and present, has beenprogram in place.It is important to realize Marketing Automation.The questionloaded it is time to begin thinking aboutthat marketing automation drives leads, many are asking is What is it? marketing automation.What do youso as discussed in earlier columns, it is Marketing Automation Times, http:// want to communicate to customers?Asimportant to do strong analysis on your marketingautomationtimes.com, anyou look at this task, it is important tocurrent sales and production structure online publication states that marketingstart thinking about how your customersand understand exactly the amount automation is a subset of customerare the same and/or different.If youof leads you are looking for.Online relationship management (CRM) thatare providing both residential andcompanies such as Act-On offer a full focuses on the definition, scheduling,commercial services, this is one of thesoftware solution for tracking activity on segmentation and tracking of marketingfirst segmentations you can make.Youyour website, sending emails and linking it campaigns. The use of marketingmay want to send a commercial-orientedall with social media.Advertising agencies automation makes processes that wouldnewsletter out quarterly and that mightalso now offer this service but most do not otherwise have been performed manuallybe wasted on a homeowner.As youunderstand the needs of a construction-much more efficient and new processesreview what you want to share, it becomesbased business so it is important to do possible. increasingly important to make sure youup front research with any firms you are But through recent experienceare sharing it with customers who care. looking to hire.and research concerning marketingThe ground work is crucialToo many companies are allowing the automation, I have found that definition isbefore starting any marketingpendulum to swing too far away from really just the tip of the iceberg.Yes, it isautomation project.One about automating processes such as email,popular tool is social media. personal relationshipsblogs and web tracking but it is also aboutAs we have discussed in the building relationships with customerspast, different social media and potential customers that change thework best with specific audiences. In the end, marketing automation dynamic from chasing leads to attractingFacebook has a stronger followingreally is the ability to get in touch with leads. amongst homeowners while LinkedInyour customers electronically.But, it In roofing, audiences usually breakis preferred by business.Rememberingis just a part of good relationship sales down into two groups, residential orthat a building owner most likely is also aand marketing.Too many companies commercial.In both areas there is anhomeowner creates dual opportunities forare allowing the pendulum to swing too ongoing need to not only attract customersexposure at both the home and business. far away from personal relationships.In but sustain them over long periods ofThere are cloud-based softwarethe end, messaging through this avenue time.Whether it is homeowners orsystems available such as Hootsuite whereis about staying top of mind but it will building owners, they need to be nurturedall social media can be controlled fromnot build that relationship of trust that so that your company is top of mindone dashboard.This type of automationcreates referrals and sustainable business when they have roofing needs or have theis being used by businesses, non-profitsfor roofing companies.That is built opportunity to refer your company. and large enterprises in order to managethrough strong community relationships So how can this happen and what rolemessaging and timing.Time managementand employees who believe in your does marketing automation play in it?Asis also important when managing socialcompany and are brand ambassadors with noted above, it starts with a strong CRMmedia.With one dashboard multiplecustomers and throughout your area of software.What is that?Well it could besocial mediums can receive yourbusiness.Microsoft Outlook or an Excel file or on amessaging cutting down on the time thatUsing marketing automation as one higher level software such as Salesforce. would take place when updating eachof the tools in your marketing program In the roofing world, there are manymedium. and linking it to your overall goals and contractor CRM software systems thatstrategies is the winning combination.As roofing contractors look atHeidi J. Ellsworth, a graduate of University of Portland, has been help manage customers and often areworking in the roofing industry since 1993. Having held positions with marketing automation resources must beEagleView Technology Corporation, Carlisle Construction Materials connected to project management and/orconsidered.When thinking about socialand Malarkey Roofing, Heidi is best known as the founder of the accounting software. media, email campaigns, web trackingroofing-focused marketing firm, HJE Marketing. Whichever CRM you use, the key isand lead management, it becomes a fullAfter leading marketing initiatives for EagleView and Pictometry to maintain a strong, up-to-date list oftime job.Many cannot afford a full timealong with overseeing EagleViews construction sales division, she customers.By using a CRM softwareperson for this type of marketing but it ishas recently started HJE Consulting Group.This sales and marketing instead of Excel or a Rolodex, customersomething to think about.There are manyconsulting firm focuses on supporting overall marketing strategies contacts can be automated.This willways of getting a marketing automationand implementation along with providing consulting to build strong include notes, past correspondence,program up and running.It may be whatcollaboration between sales and marketing teams for business property data, material preferences and/ we discussed earlier in using summerprofitability and success.or future projects.Contact informationinterns or family members to establishEllsworth is a marketing consultant for National Roofing Contractors including emails that are sitting in filingand train on the new software.Most, if notAssociation and serves on the boards of Western States Roofing cabinets and not in an up-to-date CRMall, of this is cloud-based so it can actuallyContractors Association, Davis Memorial Foundation and Florida are useless.In fact, I know of manybe handled from anywhere.As collegeRoofing Contractors Association.She is a founder of National Women contractors who have hired summerstudents head back to school, they may bein Roofing, a national association for the mentoring, education and interns to simply capture information thatable to continue to handle your marketingnetworking of women, where she currently serves as chairperson.has been in project files.When they enteractivities from campus.In fact they may 12 www.mrca.orgMidwest Roofer'