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Marketing automation is even today considered to be an incredible tool, if you do not use it to its full potential. If you are unable to understand on how you should be using it, or if you don’t have the necessary planning, execution and analysis then your marketing automation will not let your business grow in any ways.From the content marketing software to the landing pages, to the marketing automation tools that tie everything together, there is everything you will need to step up your marketing game.What should you be careful to avoid when using marketing automation. We go over some of the missteps in the post.
Mistake No 1: Assuming that marketing automation is easy
By its nature marketing automation is generally considered to be detailed and complex. You need to have a high empirical, data hungry mind to enjoy working within the parameters unlocking its potential. The Marketing automation success is generally considered to be a cascade effect as it takes a lot of effort to upfront knowhow in order to get things right. This is why it is considered to be important to accept the fact that not all marketing automation implementation will be easy to implement, and in order to call on the various services who will help you get where ever you need to get going.
Mistake No 2: Using Marketing Automation to simply push your products and services.
Marketing automation is just another way of advertising your products and services. It is one of the ways of building a stronger and loyal relationship with the customers. It is also one considered to be one of the best ways of nurturing the leads. Just by sending out the information about your products and services, salesis not an effective way of building engagement and attracting customers away from the competitors. Sending out the information at the right place and time will often mean the difference between gaining a new customer and losing out a potential lead. Focus on your leads with excellent content.The content needs to be relevant enough to your company and industry you have been dealing with, making sure it does not directly focus on selling. It should instead show the lead or customer that your customer is actually dedicated to connecting with them and appealing to their interests. Your content should also help your audience build the brand reputation as an expert in your industry.
Mistake No 3: Not choosing the right automation software.
The marketing automation landscape features platforms for marketing automation, making it difficult enough for the others to find the right tool helping you achieve the right objectives. It’s tough but definitely impossible. While evaluating or implementing the software then do ask the following questions.
- Will this software help my business meet the overall objectives?
- Will it continue to grow with me as I scale my business?
- What challenges will I come across while implementing this platform?
- Do I have enough resources available in order to make this system effective?
- Does this platform match with the focus of our marketing efforts?
Have three questions choosen based on your answers. Then have an informed decision based on whatever information you have gathered during the entire research process or programs.
Mistake No 4: Your Sales and Marketing Team Don’t Work Together
Marketing automation is a tool, and with all those involved whether sales, marketing or the other departments, you will need to know how you canuse the tool effectively for it to reach the fullest potential. Given here are a few things you will have to keep in mind that will in turn help you foster a teamwork oriented program.
- All the stakeholders need to agree on the qualifications in order to gain a marketing qualified lead or a sales qualified lead.
- Someone has to be responsible enough for documenting the responsibilities of every department for interacting and nurturing customers at every stage of sales cycle.
- As a marketer you need to make sure that you get input from the sales team while creating the lead nurturing marketing campaign.The front line experience with customers will help in bringing unique insights.
The right marketing automation software will here help you support your marketing efforts, and only if you have the right team and appropriate buy in order to make things happen.
Mistake No 5: Not considering the Email Deliverability Tool
One frequent problem that most of the marketers come across is they face poor email deliverability. Some tools or say software have email marketing platforms that just don’t the capacity of delivering emails to the ones on your list. Worse yet there are tools who have a history of letting emails end up in the spam folder, which is absolutely the last place you will ever wish not to be. You have spent good amount of money building your email list, and if you are choosing a marketing tool that is never reachable to the contact on your list then more money is left on the table. If email is still the biggest part of your marketing strategy then as a marketer you will have to check on the deliverability rates for every automation tool that you consider.
To conclude:
All the above mentioned five mistakes can be fixed at ease and without any difficulty, andif you are using marketing automation then you already have the tools to fix them.And as a digital marketer who has been using marketing automation since a very long time, then we do know how powerful tool this can turn out to be making sure you are able to communicate with your audience at the right place and time.
About The Author
Michael is the Marketing Manager at Ampliz, specializing in email verification services and marketing database management software, editing blogs, case studies, and guides. He tries to make the world just a bit more pleasant enough by working on strategies that would help them prevent and eliminate spam in terms of email marketing.
