Automating some marketing processes helps you master those micro-moments of customer relationships that are of great help in conversions with your contact base, helping you achieve your goals.
It is the key to making communication with the customer useful, after all, your customer does not want to receive a barrage of unnecessary communications and expects those that are received to be effective and well done, generating a good experience.
In short, automation consists of making your brand relate to the public in a customizable and scalable way.
But, as not everything is perfect, the automation strategy is subject to errors that deserve your attention.
Check out the top ten mistakes in marketing automation strategies:
Starting without a plan
Starting without a plan can create a huge disconnect between what you want to offer and what reaches your customer or prospect. Companies need to understand that it is necessary to change their mindset by implementing a marketing automation strategy.
If you don't dedicate yourself to structuring this and don't understand that there are several important steps (such as configuring the tool) you won't get the expected result, so planning is extremely important.
Create irrelevant content
Generic content that doesn’t solve any problems isn’t effective at all. It’s a great tool for malaysia phone number example generating conversions, so the tone of voice, subject, and timing are great indicators to pay attention to if the desired results aren’t appearing.
Failure to integrate technology
Technology integration encompasses both the IT team and the data team. This tool does not work without properly structured and actionable data. The lack of well-structured technology can be frustrating and can lead to a major failure of this strategy.
A great example of how this failed integration has a big impact on your strategy is that your content emails aimed at your customers can go straight to the SPAM box.
Set it and forget it
Because it's a product, it's common for people to think that marketing automation tools are plug and play , and this is another mistake you're likely to make.
It is necessary to configure the tool so that it meets your needs and fits into your company's culture, otherwise, this can generate negative points for you and your consumers.
Failing to practice measuring and testing
The consumer journey is changeable, you need to stay active in perceiving the journey so that you can use the best of the tool to fit in and, above all, stand out.
In other words, it is not enough to have a team that supports the tool, you need a team that pays attention to the feedback, to how people react to your content and communication.
Focusing on the wrong metrics
If you make decisions by looking at all stages of the journey, it is more likely to be the right path. Paying attention to metrics in detail will help you solve a problem in the best possible way or understand the steps of a strategy that has been very successful.
Not prioritizing Copy
You need to use content techniques that keep people engaged with your text and, above all, with your product. Unfortunately, a lack of prioritization of content is common and can be harmful to companies that want to succeed with their automation strategy but don't pay enough attention to copywriting.
Hiring a renowned tool in the market, but not changing your internal processes, structures and skills
Marketing automation solutions require a ruler mindset , not a campaign mindset. You have the ability to impact your customers through journeys, which requires you to restructure your processes and use the tool more effectively.
Under-exploiting opportunities with artificial intelligence
Using the ability of robots to provide effective insights to our advantage is a way that can help you with marketing automation. Through these, you can adapt and personalize your communication so that it increases the chances of bringing you a final conversion.
Choosing the wrong tool
There are automation tools for B2B and B2C companies. However, it is common for B2C companies to try to fit B2B tools into their processes, tools that are designed for more complex sales and with greater criteria. This generates unforeseen costs that can be detrimental to your company.