Marketing automation has become a trend of the new age marketing, a lot of people do not understand the impact it can have on a business or let alone what it even is.
In the basic sense, it is the process of nurturing your prospect with very personalized message and useful content that helps convert them down the sales funnel and turn them into paying customers. This is usually not the easiest marketing initiative to take action on, but if it is done right, the rewards will be substantial.
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Even though automating your marketing can be very beneficial for your business, if it is done the wrong way it will have irreparable consequences. For example: Companies that try to do email marketing and end up automating the delivery of unsolicited emails, tend to be known as spammers and their engagement rate is horrible. Lets not even talk about what their open rate might be.
Here are few things that some marketers think about automated marketing. A lot of them don’t realize that they are so wrong and I can bet whatever they are doing is not producing.
Lets get into it.
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It only works with email marketing
Number one, a lot of marketers and even sales people think that automated marketing only works with email. WRONG! It can be applied to all the different channels. Social media, lead generation tactics, and even personalized messages. Email is very good for automating your marketing but it is not the only channel. The sky is the limit here, think outside the box.
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If you are lazy, you automate your marketing
This is only partly true, its more being efficient than lazy. A lot of people mistake that for being lazy. I would bet that what I do with my one hour and what you do with your one hour is different, each will have different levels of impact. Setting up marketing automation can help scale your marketing efforts. It is still a time consuming task and proper setup needs to go into it. Once setup, you cannot just sit back and expect your bank account to start piling up. You must do follow ups and track everything to really measure the ROI of your new marketing initiative.
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Marketing automation has no personal touch
This part really depends on how you setup your process. Sure, any piece of content can feel impersonal if no thought or consideration was put into it. With a little bit of effort and developing your buyer personas, your marketing can be very personal. The goal is to understand where your prospect is in the buying stage and creating valuable content to deliver them.
There are a few other misconceptions about marketing automation. If you would like to learn more, Hubspot is a great place to start. If you would like to discuss a bit more about this topic, please get in touch with me and I would love to have a conversation with you. Being a Hubspot certified partner, we understand the concept and how to properly execute on a inbound strategy.
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