Marketing automation is known to boost sales and improve internal and external communications. With proper execution and integrations, you can supercharge all of your business processes. However, it doesn’t always work. Let’s take a look at the most common mistakes to lead to the marketing automation’s failure.
1. Not having a strategy
Mapping out a marketing automation is impossible without a strategy. And if you don’t know what your goal is, what steps are you going to make going forward? You can put technology ahead, but first, figure out how you are going to use it.
Strategizing a marketing automation starts with defining your goals and channels or ways through which you are going to achieve those goals. For example, if you’re losing customers because they abandon their shopping carts, there are plenty of ways you can reach them back with a marketing automation.
2. Lack of personalized content
Marketing automation software can make sending emails to thousands of people very easy. However, sometimes businesses don’t see results, and the problem lies in the lack of personalization and segmentation.
At BeanJungle, we use segmentation to reach different audiences. We segment contacts based on their interests, location, and other characteristics. Such human touch makes messages feel more personalized and increases overall engagement.
3. Limiting communication to emails
According to the 2018 email marketing industry report, 59% of marketers see the most ROI from email and are planning to invest more in this channel in the next year. However, marketing automation doesn’t limit all channels to email.
If you want to use its full power, try multi-channel marketing. Depending on the software you are using, you might be able to send text messages or manage your Facebook ad campaigns.
4. Bad timing
It is important to understand your customers’ sales cycle. When you get a new subscriber, it might not be the smartest idea to offer them your most expensive product. While it could work for some, most people are simply not ready for a bold purchase if they are just getting to know the brand.
Nurture your contacts and lead them through all of the stages naturally. Use deals and pipelines to mark different stages of a customer’s engagement.
At BeanJungle we use marketing automation fully, with all its integrations and functions. Contact us today for a custom solution for your business – we would love to help!