Marketing automation is great! It’s been proven that companies using marketing automation see an increase in sales, leads, and revenue. Most websites do not take advantage of marketing automation due to confusion over how it all fits together. That’s why you should read this article to learn what mistakes to avoid and what to focus on when designing your Marketing Automation Strategy.
Did you know that Every Conversion begins with Marketing Automation? No matter how good your sales funnel is, if your leads are not guided and nurtured through the entire lifecycle, they will leave your site without purchasing anything. This is why it is essential to pay attention to the marketing automation tech stack to build compelling lead nurturing campaigns.
Here are 7 fatal Marketing Automation mistakes to avoid:
1. Not defining your goals and measure of success in advance
A good Marketing Automation Strategy requires having a goal in mind first. And the method that you are building should be able to help you achieve your goals. The main reason marketers fail to make their marketing automation strategy successful is that they do not set clear goals and measures of success from the very beginning. This is a big mistake that you should avoid at all costs because if there are no goals for your campaign, you will find it hard to determine if the campaign was successful or not.
2. Using too many tactics at the same time
One of the most common mistakes that people make when trying to implement a marketing automation strategy is using too many tactics at the same time. Trying to implement every tactic you have read about or heard works for everyone else is probably not the best idea. When you try to do this, it confuses your subscribers and you as well. They aren’t sure which actions they need to take, and you are not sure what is working and what isn’t.
Our advice would be to choose one tactic you want to focus on and do everything you can to make it work well. Then move on to another tactic after a few weeks or months. When you keep switching back and forth between tactics, it is difficult for both you and your subscribers. Focus on one thing at a time and then move on to your next project once that has been accomplished.
3. Assuming that automation will do all the work
An attempt to automate everything will end in disaster. You can’t just turn on marketing automation and expect it to do a great job at everything. How much time will you be able to spend on your marketing automation? How much time will it take to train someone else to use it well? What if something breaks down? These are questions that you’ll have to answer. You can’t just put something out there and expect it to do everything for you. That’s what happens with many companies when they automate their marketing campaigns. They get excited about automated email campaigns and then wonder why they aren’t getting any results. There are so many other things that need your attention as a business owner, and you also have to think about creating automated messages that are going to be effective. Plus, for your marketing automation platform to be successful, you have to invest money into training and hiring people who can use it effectively. You won’t be able to get the most out of marketing automation unless you plan on putting a lot of effort and time into it.
4. Not getting enough buy-in from your team
When it comes to Marketing Automation clients, the most common mistake is not getting enough buy-in from the team. Telling your team that “everyone will be doing Marketing Automation” is not enough to get them on board. It’s critical to educate your team on how it works and contribute to its success.
The following are three ways to build buy-in with your team:
- Have everyone participate in the implementation process – The first thing to do is have everyone participate in a kick-off meeting where you clearly define the goal, the roles and responsibilities of each person, and what it takes to be successful. This way, every team member understands what needs to be done and why they need to do it. Make sure to set a target goal for each person in terms of activities.
- Provide training and support – By providing training and support on how to use Marketing Automation, you provide your team with the tools they need to feel confident using it and succeed at their tasks.
- Hold regular training sessions – To further cement the importance of using Marketing Automation, schedule regular training sessions with your team members. This way, they have access to experts who can help them get over any roadblocks they might encounter during implementation.
5. Focusing only on what you can automate, forgetting about manual tasks
Marketing Automation is a powerful tool for growing your business. It’s also effortless to overdo it, which can backfire and undermine your efforts. If a sales lead isn’t ready to commit just yet, you don’t want to scare them away by blasting them with automated messages. You also don’t want them to get the sense that you’re not interested in building a genuine relationship with them that goes beyond their initial inquiry for information.
If you focus too much on automation and not enough on the human side of things, your leads will feel like they’re being shuffled around. And it doesn’t matter how many leads you generate if they all want nothing to do with you once they realize they’ve been relegated to the “automation pile.”
To avoid this mistake, take a careful look at everything you’re doing. If you can automate something, that’s great; but if it can’t, make sure you have a strategy in place to keep it running smoothly.
6. Not managing your email list effectively
What is the worst mistake a company can make in marketing automation? The answer is simple: not managing your email list effectively. Treating your email list as an afterthought will have a detrimental effect on your business. Your email list is one of the most valuable assets you have if you know how to use it. Your email list consists of people who voluntarily signed up for your emails (give yourself a pat on the back – that’s not something many businesses can say). What does this mean for you? It means that these people are interested in what you have to say and are most likely willing to hear from you again. They already have a relationship with your company and trust you enough to give their contact information. That’s powerful!
If you’re not actively managing your email list, then there’s a good chance no one is talking to these people anymore. This means they could be losing interest in your brand or, even worse – unsubscribing. These are all things that you should avoid at all costs. Remember – when it comes to marketing automation, don’t put an automation system before an email list management system because, without one, the other won’t work effectively!
7) Not trying out new technologies or solutions
Marketing automation is a little bit like a new car. Most people would be reluctant to drive off in a new car if they haven’t taken it for a test drive first.
Trying out new solutions or technology is essential as it gives you a chance to test it and see how it works for your business. If you are not willing to give something a go and make mistakes, then you will never know how well it will work for your business. Being open to trying new things allows you to improve your business and grow. It would help if you also were willing to make mistakes along the way because that is how you learn.
The best way to avoid these seven missteps is to go into your Marketing Automation strategy with a clear plan and strategy. And no matter how you plan, always contact a reputable company for support with automation. With expert guidance, you will increase your chances of success in understanding the basics of the automation process and how you can apply it to your business. Good Luck!