Some things in life are just more important than others, and some things in business are the same way. While it’s vital you make a few mistakes along the way, learning from others is the best way to go. Marketing automation plays a significant role in a successful business strategy these days; however, there is a right way and a wrong way to run it. Here at Swift Digital, we don’t want you to fall into some of the traps other marketers seem to gravitate towards. So in this post, we discuss some very simple marketing automation mistakes you’ll want to avoid.
The concept of marketing automation is not generally complex. To put it simply, it refers to the software you’d use in order to automate marketing actions on platforms like websites, social media, email, mobile/SMS, competition software, events and more. Some of these actions include things like sending out automated emails after the customer has bought something or on a set date, like an anniversary of a signup; it could be an actions after a CTA is clicked on, like giving access to an exclusive page, making a download available or signing the customer up to an email. It could be an auto-reply on social media, determining the next question based on previous answers during a survey or sending an SMS reminder to a customer who has registered for an event.
This is just a very small portion of what automation can do but these are all designed with the concept of lead nurturing guiding most of the decisions. In simpler terms, marketers are creating automated content with the goal of attracting, qualifying and leading prospects into a well-tuned sales funnel that’s guided towards a sale. The problem is that the industry has grown exceptional fast and some marketing companies aren’t implementing it correctly. Let’s delve into what common mistakes are being made:
You don’t have an inbound lead generation strategy
One big problem is if you’ve jumped the gun and brought marketing automation software, or generated email lists, without an inbound lead generated strategy. If you don’t have a strong content strategy in place, your leads will be accessing unappealing content when they do click through to your site. This means you won’t be able to generate enough quality leads and this will, of course, negatively affect your ROI.
This is a common practice made by businesses who buy an email list without thinking about the implications, instead of using an inbound marketing campaign aimed at generating attraction. As they say content is king, and without it, you simply have a kingdom without a leader.
Your goals are non-existent or unstructured and don’t lead anywhere
This is like building a half-finished bridge – you have laid some of the foundations, but you’re lacking an end goal. For example, say you’re sending multiple automated emails, but you don’t have any links or products or even calls to actions inside. This is like leaving your prospects to hold their own hands, instead of you leading them where YOU want them. Make sure everyone on your team understands what you’re trying to achieve, whether that’s more customers / clients or just the generation of brand interest. If everyone is focused on the end goal, then you’ll only have one place to end up!
Your lists aren’t segmented into specific target categories
If you have managed to accomplish a database of qualified leads, but you don’t have your lists segmented into their specific target categories, you’re missing out on a lot of opportunities. It is hugely detrimental to any campaign to be sending the wrong types of emails to the wrong groups of people. If you develop a lead-generating campaign based on your email target list that ensures you’re sending topic, age and region-specific emails to the right groups of customers, they’ll be much more likely to open and engage with said emails.
If you do these three simple things correctly, you’ll be well on your way to becoming a leader in your industry. To increase your chances of success, read our follow-on article ‘More Marketing Automation Mistakes To Avoid’. Marketing automating is a very important aspect of business success, as it allows you to scale into the future. If you would like to learn more or have one of our awesome team members at Swift Digital talk to you about our award-winning marketing software, contact us by calling 1300 878 289.