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7. Marketing Automation Marketing automation refers to the software that automates your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as: Email newsletters: Email automation doesn't just allow you to automatically send emails to your subscribers. It can also help you shrink and expand your contact list as needed so your newsletters are only going to the people who want to see them in their inboxes.amazingseodigital Social media post scheduling: If you want to grow your organization's presence on a social network, you need to post frequently. This makes manual posting a bit of an unruly process. Social media scheduling tools push your content to your social media channels for you, so you can spend more time focusing on content strategy. Lead-nurturing workflows: Generating leads, and converting those leads into customers, can be a long process.You can automate that process by sending leads specific emails and content once they fit certain criteria, such as when they download and open an ebook. Campaign tracking and reporting: Marketing campaigns can include a ton of different people, emails, content, webpages, phone calls, and more. Marketing automation can help you sort everything you work on by the campaign it's serving and then track the performance of that campaign based on the progress all of these components make over time. 9. Online PR Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It's much like traditional PR but in the online space. The channels you can use to maximize your PR efforts include: Reporter outreach via social media: Talking to journalists on Twitter, for example, is a great way to develop a relationship with the press that produces earned media opportunities for your company. Engaging online reviews of your company: When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it. On the contrary, engaging company reviews helps you humanize your brand and deliver powerful messaging that protects your reputation. Engaging comments on your personal website or blog: Similar to how you'd respond to reviews of your company, responding to the people reading your content is the best way to generate productive conversation around your industry. If you don't have a dedicated PR team, it can be hard to get started. Luckily, we've got you covered. Download our free PR kit below: