Most brands have come to recognize the power of social media in disseminating information about a brand, creating a community of followers and engaging customers. Initially, the result of using social media works wonders with brand visibility and engagement rising through the roof. The marketing team beams with joy as the social media marketing strategy seems to be working. However, as time passes, the engagement slowly decreases and the marketing team wonders as to what went wrong. The answer to that questions lies buried in the engagement metrics that they fail to look into.

Marketing experts are always looking for new methods and tools to minimise expense and maximise results. This is where automation tools come into play. They produce better results while cutting down on the costs. According to Hubspot, businesses “using marketing automation to nurture leads received a 451% increase in qualified leads.” It, therefore, comes as no surprise that several businesses are taking advantage of the marketing automation tools available in the market.