Slack

Slack is excellent for real-time collaboration but becomes overwhelming without discipline channels multiply, notifications pile up, and important information gets buried. Free plan works for small teams but limits message history (90 days). Pro plan (around €6/user/month) adds unlimited history and better integrations. Compared to Microsoft Teams (bundled with Office 365), Slack has better UX but costs extra. The platform works when teams establish clear channel structure, notification norms, and don't treat it like social media. If your team is small or mostly in-office, you might not need it. Slack shines for remote teams who need fast, organised communication. Requires cultural adoption to work well.

Having worked with various project management and communication tools throughout my career, I've developed a somewhat complicated relationship with Slack. As a head of growth and founder of two agencies, I've experienced both the benefits and drawbacks of using Slack for team communication. On one hand, it’s an indispensable tool for real-time communication and collaboration. On the other hand, its potential for distraction can hinder focus and deep work.

Strengths of Slack

Slack excels at providing fast and efficient communication. For marketing teams that require real-time updates and collaboration, it's a game-changer. Its instant messaging, voice, and video call capabilities allow team members to connect quickly, discuss ideas on the fly, and make decisions in real time. This is especially beneficial in marketing, where speed is often crucial to the success of campaigns. Slack also centralises your communication, meaning you no longer have to switch between emails, project management tools, and other messaging apps. Everything is in one place.

Another key strength of Slack is its integration capabilities. You can link it to a wide variety of apps and platforms such as Google Drive, Asana, and HubSpot. This means that when there's a new lead in your CRM, or an update in your project management tool, you can receive immediate notifications in Slack, ensuring that your team stays informed and responsive. These integrations allow you to streamline workflows and reduce the number of apps you need to open to stay updated.

Automation in Slack, particularly through Workflow Builder and Zapier, is a major plus for marketing teams. For example, if you want to automate the process of posting a new blog update to a specific channel or sending an alert when a new lead is added to your CRM, Slack can handle these tasks for you. This helps eliminate manual work and ensures your team receives timely updates without additional effort.

Limitations of Slack

Despite its strengths, Slack can be incredibly disruptive to focus and productivity. The constant influx of messages and notifications can easily derail your day. As a marketer, it’s easy to get sucked into responding to every message, which takes away from time spent on strategic work like campaign planning or creative development. The lack of boundaries between work and communication can also lead to burnout, especially if notifications are left on all the time. This issue is compounded if your team has multiple Slack channels, each with their own stream of messages.

Another limitation of Slack is its pricing structure. While the free plan is useful for smaller teams or casual users, it comes with limitations like a 10,000-message history cap and limited integrations. For larger teams with more demanding needs, Slack’s premium pricing tiers are required. But for those who are just starting out or managing smaller teams, these plans can feel like a significant investment. You need to ensure that the benefits of the premium features justify the cost.

Additionally, although Slack's automation features are powerful, they can be overwhelming if not properly managed. Setting up too many integrations or automations can lead to a cluttered workspace, making it harder for your team to find the information they need. If automation is overdone, there’s a risk of messages becoming too generic, losing the personal touch that can be crucial in maintaining strong team relationships.

Ideal fit for marketing teams

Slack is best suited for marketing teams that require fast communication, real-time updates, and seamless collaboration. It’s an ideal fit for teams that handle a high volume of quick tasks, client communications, or collaborative brainstorming sessions. However, it’s not the best tool for teams that need extended focus periods or who work on complex projects requiring deep thought and concentration.

For teams that already use a range of apps and platforms, Slack’s integrations can save time and streamline operations. However, teams need to manage notifications and workspaces carefully to avoid distraction. Slack’s automation capabilities are perfect for marketers who want to automate repetitive tasks, but over-reliance on this feature could diminish the effectiveness of team communication.

If your team values speed and connectivity over focus and deep work, Slack will be an invaluable tool. But if you’re dealing with larger marketing campaigns that require careful planning and less disruption, you might want to explore other tools alongside Slack to ensure a balanced workflow.

If you’ve decided to integrate Slack into your marketing operations, here’s how to make the most of it.

Setting up Slack for marketing

To start using Slack effectively, the first step is to set up your workspace. Create channels that cater to specific marketing activities, such as #campaigns, #content, #analytics, and #creative. This way, each team member can easily find information and contribute to the right discussions. Setting up channels based on topics or projects will keep your conversations organised and focused.

Naming your channels clearly is also important. For example, channels like #marketing-ads, #marketing-social-media, or #marketing-email will make it easier for team members to navigate through Slack. Consistency in naming conventions will ensure that everyone knows where to post and what to expect from each channel.

Managing notifications

The key to managing distractions in Slack is to customise your notification settings. To reduce interruptions, limit your notifications to mentions and direct messages only. This way, you won’t be notified every time someone posts in a channel you’re not directly involved in.

Slack also offers a “Do Not Disturb” mode, which you can use during focus time or meetings. This helps you stay focused without being constantly interrupted. You can also set notification schedules to align with your working hours, ensuring that you receive alerts when they are most relevant.

Automating workflows

Slack’s Workflow Builder allows you to automate various processes. For instance, you can set up an automation to post new content alerts in a designated channel whenever a new blog or resource is published on your website. You can also set up automated reminders for team members to update campaign statuses or deliverables. Automating these tasks saves time and ensures important updates are not missed.

Using Zapier to connect Slack with other apps in your stack can also boost your productivity. For example, you can automate the process of creating a new task in Asana or Trello whenever someone posts a message in Slack. Similarly, you can send a daily summary of new leads from your CRM to Slack, ensuring your team stays updated without manually checking the system.

Collaborating with external partners

Slack Connect allows you to collaborate with external teams, clients, and partners. You can set up shared channels to communicate with people outside your company while keeping your internal communication separate. This is ideal for agencies or marketing teams that work with external partners on campaigns.

Make sure to control access to sensitive channels. Slack offers various permission levels, so you can control who can view and contribute to certain channels. Reviewing access regularly ensures that you maintain security and control over your projects.

Enhancing productivity

Slack can be a productivity booster if used properly. Pin important messages or documents to channels to make sure that team members can access them easily. Setting up reminders for tasks or meetings is another way to stay on track without relying on memory alone. Slackbot can be programmed to send helpful tips or reminders, which can guide your team throughout the day.

You can also make use of Slack’s search feature, which allows you to quickly find past messages and files. This can save time compared to sifting through emails or other platforms to find relevant information.

Monitoring and analytics

To track how effectively Slack is being used in your team, you can use Slack’s analytics features to monitor channel activity and engagement. You can see how often team members are posting, which channels are the most active, and which members are most engaged. This helps identify areas where communication could be improved and which team members might need more support.

Regular feedback from your team is essential for improving Slack’s usage. It’s important to gather feedback on whether the tool is helping streamline communication or causing distractions. Based on this feedback, you can adjust the way you use Slack to ensure that it continues to serve your team’s needs.

Conclusion

Slack is a powerful communication tool that can be highly beneficial for marketing teams, but it requires careful management to avoid distractions. By setting up your workspace strategically, customising notifications, and using automations effectively, you can streamline communication, improve productivity, and ensure your team remains focused on their core tasks. With the right balance, Slack can become an invaluable asset in your marketing toolkit.