Marketing automation is revolutionizing the way businesses perform. It gives small businesses the ability to market big by streamlining tasks for their limited staff. And it gives larger businesses a way to connect personally with their customers. Yet even with its major benefits, many businesses fail to implement it correctly and end up wasting the money they’ve invested.
Marketing automation puts repetitive marketing tasks and efforts on autopilot. Automating tasks like e-mails and social media posts frees up valuable time and makes marketing teams stronger. Businesses that use marketing automation effectively are able to generate more leads, nurture leads, decrease sales cycle time, and increase revenue.
Many marketing teams are just beginning their marketing automation journey. And many have tried but aren’t seeing the results they want. Review these common marketing automation mistakes to avoid, and achieve better results.
- Not fully understanding the software.
Marketing automation software options vary from minimal to robust. Investing in a solution without knowing the ins and outs of what it offers leaves you feeling overwhelmed and unhappy with your decision. Purchase software with features you need and know you will use.
- No plan of action.
Purchasing marketing automation doesn’t guarantee you anything. Every business needs to create a plan of action for new software. Why do you need it? How will it help you? What will you use it for? Who is responsible for its progress? Answer these questions upfront to create your action plan for implementation.
- Thinking it’s easy.
If it were easy, every business would be on board. But it’s not. It requires time to research, time to plan, and long-term commitment to implement and revamp for success.
- Not getting your team on board.
Deciding to use marketing automation without including your team in the decision decreases the chances it will work. Team members are the ones on the frontline, the ones whose jobs will be impacted, and the ones with the headaches when something goes wrong. Review the benefits in advance and brainstorm the opportunities it creates for everyone to avoid resistance.
- Only focusing on automation.
Automation isn’t the only part of your marketing plan. It’s worthless if you don’t have leads. Make sure your team continues to focus on content, lead conversions, and other digital marketing efforts to be able to use automation software.
- Not paying attention to the technical stuff.
There are a number of technical details you need to be aware of and adjust for success — from changing the e-mail address your e-mails are distributed from to changing e-mail settings saying you give permission for the software to send e-mails on your behalf. Get this information upfront from your vendor and add these details into your action plan.
Marketing automation only builds better marketing teams and strategies when it is implemented the right way. Avoid these common mistakes to make sure you see success with automation.