Weighing The Pros And Cons

Weighing The Pros And Cons


Entrepreneur | Bootstrapped to €3M ARR in just 1year | Founder of Worlds safest software for LinkedIn Automation Expandi.io | Vegan | Father

Automation is the next big thing in marketing. In 2019, 75% of the marketers surveyed by Social Media Today were using automation tools. In today’s tech-dominated environment, this makes a lot of sense — software can help us do things quicker and cheaper, and it can reduce the element of human error. Whether you’re using a tool for social media analytics, customer service or any other branch of digital marketing, automation can likely make things much easier.

LinkedIn tools, however, occupy a specific place in the automation landscape. Instead of just providing raw data or analytics, these tools enable you to make real connections and have automated conversations without losing that all-important human touch in sales.

My company created a LinkedIn automation tool, but there are many others out there. My goal here is to share some insights on LinkedIn automation that I learned throughout my company’s 16-month journey.

What Are LinkedIn Automation Tools For?

Individuals and brands can use LinkedIn tools to automate almost any action on the platform, from scheduling and publishing content to generating leads. One particular field in which LinkedIn automation has been gaining a lot of traction is outbound sales. By leveraging automation, salespeople are able to reach out to more prospects in less time, which increases their reach and drives conversions.

When used properly, automation tools can boost your entire sales process on LinkedIn. You can use them to find relevant leads, engage those leads with automated messages, send follow-ups and track your success across a set time frame.

What Are The Different Types Of LinkedIn Automation Tools?

Generally speaking, we can split LinkedIn automation tools into several categories.

First, we have the typical publishing and analytics tools. These help you create, schedule and publish content. You can also track the content’s success, get suggestions and create reports.

Then, there are connection tools that help you automate the process of sending connection requests and creating meaningful connections. These can be crucial in establishing a good outreach strategy. But make sure that your tool allows you to send high-quality, humanlike messages.

Lead generation tools can also be great assets when you’re using LinkedIn for sales. The platform is filled with professionals from different industries so having a tool that can help you home in on highly relevant leads can be very beneficial.

Extractor tools are another useful kind of automation tool. With these, you can extract data from anywhere: LinkedIn groups, post reactions, post comments, etc. Data extraction is an important step when generating sales leads.

Finally, there are activity automation tools that do things like automatic posting and liking. Since LinkedIn is all about making connections and staying engaged with the community, these tools can save you a lot of time by automating this time-consuming process.

Of course, not all tools will strictly fit into a single category. You’ll often find that one tool offers several of these services, but the distinctions above are to give you an idea of all the things you can achieve with LinkedIn automation.

The Pros Of LinkedIn Automation Tools

Here are some reasons why you might want to consider jumping into LinkedIn automation.

• Saving time: Like all automation software, LinkedIn automation tools can save you some precious time. Imagine manually searching for each lead, writing a personalized connection message and tracking each prospect to know who you need to follow up with. A good automation tool will do all of this efficiently.

• Warming up your profile: Do you know how many connection requests you can send per day? You can’t just keep spamming people and growing your network artificially — LinkedIn doesn’t allow for that. Good automation tools “know” the limitations and work within the confines of LinkedIn’s rules.

• Precise targeting: LinkedIn automation tools may be able to help you find highly qualified leads faster than you can on your own. By using filters and smart search tactics, such as using Boolean operators, you can reach those exact people you’re looking for.

• Tracking analytics: LinkedIn’s native analytics dashboard is very limited. Apart from some basic social media metrics, you won’t get too much information about your content and its effectiveness. Automation tools can give you a better overview and help you inform your decisions.

The Cons Of LinkedIn Automation Tools

All of this sounds great but LinkedIn automation tools aren’t without their flaws. Here are some things to consider.

• Risk of being banned: The most important thing to know is that LinkedIn doesn’t permit the use of third-party software, so you do face the risk of getting banned from the platform if you use automation tools. If you deem the risk to be acceptable, I recommend using cloud-based tools rather than browser plug-ins. I’ve found that the latter are often more likely to be flagged for spammy behavior. I can’t stress enough how important it is to provide a human touch.

• Forced personalization: If you’re not using an intelligent enough tool, your connection messages, comments and follow-ups might sound unnatural. Make sure that the tool you’re going for allows for smart personalization, not just name tags.

• Cost: High-quality LinkedIn automation tools can put a strain on your budget. Weigh out the pros and cons and only go for the tool that you feel comfortable investing in.

The Final Word

LinkedIn automation is still a relatively young market, which is all the more reason to start experimenting with it. If you’re familiar with the basics of marketing automation, you’ll find that these tools work the same way as all others: You automate the tasks that can be automated and provide the human input that the tool needs to work properly.

One thing that’s interesting to monitor is how LinkedIn automation tools are dealing with the increased need for personalization. Automating your social media analytics is one thing, but automating your connection messages without losing that personal touch is still the key challenge.

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