Marketing Automation Mistakes that Most Marketers Make

marketing tools Marketing Automation For New Marketers This 2020-World Executives Digest
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WorlrdExecutivesDigest| Marketing automation has gained popularity attributing to the evolving nature of trends in businesses. The primary goal of using marketing automation techniques is to gain a competitive edge over other players. These revolutionary tools aid in engaging more contacts with personalized texts sent at the perfect time to lure the customers. Every marketing automation tool differs in its operation. Some systems have various add-on modules and applications, which tend to cost more than an individual package. This is why learning about the multiple tools in the market is very crucial in saving your money, time, and energy.

Marketing automation trends empower modern marketers to stay abreast of the latest technological developments. It is decisive for marketers to be attentive about the newest marketing automation elements developed based on the cutting-edge technology of established players in the industry. The modern marketing automation movements point in the direction of the widespread use of artificial intelligence to mend chatbots and collect precise acumens about the clients. Also, there is an augmented prominence on modifying your communication with the customers and consumers, offering a hyper-personalized encounter to the users. Proper research and understanding of your desired outcome are essential, and based on that; you have to choose which brand or trend you need to follow. Do not opt directly for a brand; do a comparative analysis. For instance, learn Marketo vs. HubSpot beforehand, and then you can choose one as per your requirements. Different tools in marketing automation software provide various applications. Most vital automation technologies are as follows: –

  • Customer Relations Management

Customer relationship management software is inbuilt, which enables you to gather information about your contacts, and stores the data safely. You can utilize this information to understand your contacts and accordingly manipulate your marketing strategies. Customer relationship management software also allows segmenting your contacts into various tags.

  • Automated Messaging System

An individual package of automation system will surely comprise of this functionality. An automated messaging system facilitates more accessible communication through e-mails, texts, and other tasks. Based on your contacts’ interest area and consuming behavior, it allows you to send personalized messages.

  • Shopping

With the rising technological advancements, this e-commerce functionality tool is getting a lot of attention in the marketing automation industry.  This tool can integrate order pages with payment alternatives. You can also automate various processes, such as transactions, trial periods, coupons, subscriptions, and many others.

From an established company to a start-up, some mistakes go unnoticed and can cause severe mishaps.

Mistake 1 – Not Sustaining a Data Bank of your Active Contacts

Mostly, after getting a contact to opt for the mails, you ignore the importance of these contacts. You should continuously send them mails about relevant topics once a week or so. The connections might not open your e-mails if you mail too rarely, and this might result in the reduction of your entire database. Moreover, a re-engagement campaign can be carried out in due intervals to manage your mail delivery contacts. It can increase the interaction between you and your contacts. Thus, maintaining a consistent contact database is essential.

Mistake 2 – Conveying E-Mails to Anyone and Everyone

Marketing automation works on permission-focused mails. You cannot send e-mails to those who did not opt-in for this service. The contacts who have permitted you are the ones that you can send the e-mails. Marketing automation systems usually do not allow to add contacts manually as it goes against the spam rulebooks. If there is a lot of such activity, your system can get into trouble, hindering your business activities. 

Mistake 3 – Continuing Without Split Testing the Campaigns

Campaigns can differ based on the number of contacts, the type of campaign, the focus of the campaign, the content, and many other elements. Split testing, also known as A/B testing, is vital to understand what can work right to deduce the right outcome. The campaign that gives you the expected outcome can be used as a control to test other campaigns.

Mistake 4 – Wrong Focus

The marketing automation system permits the scrutinization of the results of the campaigns. You can check the number of opt-ins, click links, sales conversion, page visits, email opens, and so on. Sometimes, you may tend to focus on one metric and completely ignore another one. It can result in misinterpretation of the results. For instance, if you have campaigns with one higher open rate and the other lower click rates, then it is possible to get a completely different result. Thus, it is critical to evaluate the metrics you need to focus on to keep complicated results at bay.

Mistake 5 – Not Having a Consultant 

Having a certified consultant on your team can enhance the positive outcome of your work. Marketing automation requires marketing expertise and technological know-how. A third-party consultant is always the safest option as there will not be any kind of bias behavior. An independent consultant can pick out flaws at a better rate than your employees. Many companies do not opt for a certified consultant as they think it is not required. But an objective mindset is very vital in such cases.

Wrapping things up

By keeping in mind all the above factors, you can stay away from all the hassles after the undesired results are out. In this era of technologically advanced solutions and products, there are several options that you can make use of in order to attain maximum customer attention. 

Use of artificial intelligence in marketing automation systems, enhanced chatbots, and active omnichannel marketing strategies, scoring predictive leads, hyper-personalization, and consumer skepticism are some of the alternatives to increase your lead counts, resulting in conversion rate optimization. Incorporating these techniques is a one-time investment and is proved to provide a high return on investment.