If you run a small business, you know how important effective marketing is. With marketing automation, you have an opportunity to streamline your marketing practices and grow your business. But if you don’t set a plan and revise it to keep pace with changes, you won’t improve your brand recognition.
Read on to learn about 6 marketing automation mistakes you should avoid!
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1. Starting Without Structure
As with anything, you’ll want to start with a plan. But if you dive right into a digital marketing strategy without a plan, you’ll set yourself up for stress, extra work, and missed opportunities.
An automated marketing system allows you to enact your marketing plan without adding lots of extra hours to your work week. You can develop an online calendar, fine tune your website’s landing page to attract more people, and get the leads you need. Take the time to make a plan and make sure that everyone you work with understands it.
2. Not Using All of the Tools
If your main goal is to drive business, take advantage of all of the software tools available to you. Don’t just cling to the email automation tool since it’s the most obvious one. Set aside some time on the front end to learn how you can get the most out of everything.
3. Not Managing or Reviewing the Data
It’s important to review the metrics when you’re using marketing automation technology. One of the big advantages of using software is gaining access to data that can shape revisions to your plan. You can refocus your efforts on the basis of these reports, so don’t ignore them!
4. Passive Blasting
It’s easy to think you can just set things on autopilot at a certain point, but if you do that, you might be losing out on business. If one of your goals is lead generation, it’s critical that your content hits the target audience.
Don’t just send out the same emails or ad campaigns to the same groups of people. Take the time to target your campaigns and adjust based on the metrics that come your way.
5. Marketing Automation Mistakes Include Making Boring Content
Even if you’re using a content management system, it doesn’t matter if you’re sending out boring content. Using lively and clear language is just one part of the marketing. Make sure that you’re investing time into constructing crisp and compelling visuals, too.
Ask a graphic designer to put together some stronger banner images and illustrations for your emails. You’ll keep your brand more consistent and memorable!
6. Not Testing the Plan
Not testing your plan is another common mistake. Don’t assume that everything works as it should. Do some trial runs with new ad campaigns and generate some reports to determine if what you’re doing is working!
Build the Right Marketing Strategy
When it comes to marketing automation mistakes, these are some of the big ones to avoid. If you can add some structure to your marketing strategy and use marketing automation technology to the fullest, you’ll build your brand.
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