Marketing automation, in short, is a software tool that aims to save time by automating your marketing activities. Actually, it is as much a productivity tool as it is a marketing software.
It allows you to automate repetitive and boring tasks and helps you save a lot of time and energy. You can use this extra time to focus on other important business such as strategy and planning.
Consider this, according to Emailmonday, 49% of companies use marketing automation. Despite its popularity, most marketers don’t really understand the full potential of an automation software. This could be due to some mistakes and wrong assumptions they make when dealing with this concept, in general.
Here are some such mistakes you should keep away from in order to get the most of your tool:
Having no objective or end goal in your mind
Of course, automation tools are there to make your job easy and help you tackle your marketing processes efficiently. That does not mean that you don’t take the time to formulate a plan and a strategy. Because the problem is, you won’t be able to use the tools effectively if don’t know what your end result/objective is. In other words, you should know what is it that you want to get out of the tool. Whether you send out email newsletters or do social media posts, without an ultimate goal and roadmap, you won’t be able to convert them into tangible results.
Also, one way to measure the effectiveness of your automation tool is through goal accomplishment. How else would you know if you picked the right software? Therefore, even before you get started on automation, write down what your goals are and figure out how you want to use the tool to accomplish them. This will also help you select the right tool for your business objectives.
Remember that automation is not just about saving time and getting things done quickly. You can do so much more with these tools such as scaling your company when you know how to use them.
Treating an automation tool merely as an email marketing tool
Most marketers make this mistake! An automation tool can do so much more than simply running your email marketing campaign. It is loaded with a number of other features and benefits for you to take advantage of.
It can help you tackle important but taxing marketing activities such as lead generation, omnichannel marketing, content marketing etc.
According to Siriusdecisions, 85% of the marketers don’t use their automation tool to the fullest extent.
Maybe you invested in an automation tool just because your competitor has or maybe you think buying a tech tool will automatically boost the business. Whatever the reason was, not understanding the full potential of your tool leaves a lot of money on the table.
So, sit down and educate yourself on the ins and outs of the automation tool. The more workflows/processes you automate, the more time you will have on your hands to focus on other important things.
Also, relying on automation is a great way to ensure consistency and accuracy in your work. So, use it as much as you can and however you can.
Lacking a strong inbound strategy
Okay, so let’s assume that you invested in a stellar automation software using which you set up very efficient and effective workflow/processes. Good job! But still, you are failing to see the results. Your ROI is going down and that is probably because you haven’t paired your automation with a strong inbound strategy.
You must have a solid strategy in place to attract rich and qualified leads to your website, in order for the automation tool to do its job. Hence, skimping on your inbound strategy just because you have a fancy tool won’t serve you well.
For instance, formulate a good content marketing strategy. Write blog posts that will attract your target audience. Focus on building email lists and on the quality of the list rather than the quantity. Be active on the social media. In fact, do everything you can to be discovered by your target crowd.
Considering marketing as independent of everything else
Right, so a marketing automation tool is supposed to be dedicated only for marketing activities right?! Not exactly. Think bigger. See how the software can help your sales team, for example.
If you could see which parts of your landing pages are engaging the most with your customers, for example, you could use that information to personal the sales call to these customers – that level of strong personalization can, in fact, help you convert visitors into buyers.
Actually, you can use marketing automation to align the sales and the marketing team and reduce the usual gap between them.
For example, you can set up workflow for lead generation for your marketing team and your sales team can actually help them out.
Sending emails too often
In the excitement to get the most of your fancy automation tool, you may have chosen to bombard your subscriber’s inboxes with emails and have tried to engage with them in every possible way.
This is going to do more harm than good by boosting your unsubscribe rates! It is a smarter strategy to send fewer emails with high-quality content and consistency.
For example, at my startup Hiver, when we first started our email campaign we experimented around to find the best email frequency to follow and timing too. We monitored our click-through rates and our unsubscription rates very closely to observe that sending one email per week at the same time every week, brought us the best results.
Consider this – according to research, 78% unsubscribed from a mailing list when a company was sending too many emails.
Having said so much about automation, I will also add that, the first thing you need to do is to determine whether you are ready for an automation tool. If your company is too small or too young, it may not serve you well enough. It is also just as important to spend time researching various automation tool before settling on one, so you pick the tool that works best for your objectives.
Take your business to the next level with Marketing Automation!
Love everything about a technology venture – right from writing code, solving hard tech problems, hiring and motivating people to build great products which can solve real user problems. He is the founder of Hiver – an app that turns Gmail into a powerful customer support and collaboration tool.