Marketing automation has become increasingly popular with many businesses all over the world. It not only allows you to enhance the performance of your marketing campaigns, but also greatly reduces the effort and time necessary to attain your goals. However, investing in a marketing automation tool is not enough. You need to take many other factors into consideration in order to succeed.
Here are some of the marketing automation mistakes you need to avoid:
- Selecting the wrong software
Many people make the mistake of assuming that any marketing automation tool will work for their business. However, there is no such thing as a one-size-fits-all tool. Selecting the wrong tool for your business will only lead to wasted money and time. Therefore, before looking for an automation tool, take time to think about your company’s marketing strategy. Be sure to find a solution which has the capabilities and features that will help you achieve your goals.
- Failing to have a marketing strategy
Trying to implement marketing automation without a clear marketing strategy is a surefire recipe for failure. Before attempting marketing automation, be sure to come up with clear objectives. Do you want to increase the number of your email subscribers? Do you want to get more followers on social media? Or would you want to increase your sales volume? Once you have measurable goals, you can then embark on your marketing automation campaign.
- Sharing the wrong content
Successful marketing automation requires sharing content that is directly related to your industry and business. Therefore, it is important to continually monitor your content to ensure that it not inappropriate or offensive. It would also be advisable to have a list of keywords which should be included in your content. This applies to any kind of automated sharing, including social media sharing.
- Failing to test and optimize
Most email campaigns fail because they have not been tested and optimized. Therefore, be sure to carry out A/B tests on things such as the landing page, subject line, offer, message and headline. Taking time to tweak your content will significantly enhance your chances of success. It is also important to test different distribution methods to find out what works best.
- Targeting the wrong audience
Many companies have adopted a ‘one size fits all’ email marketing strategy. They try to speed up their campaigns by simply sending the same message to their entire list. While this strategy saves time, it is very likely to fail. It is therefore advisable to avoid generic emails that are irrelevant to your audience or lack personalization. Take time to segment your mailing list based on their demographics as well as behavior. This will allow you to create relevant content for each segment.