Marketing Automation: Do’s and Don’ts

Marketing automation is a smart tool companies can use to better advertise and convert leads - if performed correctly. For many businesses, this practice can be both a blessing and a curse.

Often, enterprises will rely too heavily on the software, thinking that growth will occur simply by enabling marketing automation.This misconception couldn't be further from the truth.

The tool requires companies to think in the present moment, as well as toward the future. With insight and understanding of marketing automation, businesses can use the tool to their advantage.

Let's look at some do's and don'ts of marketing automation:

Do: Automate Onboarding

Onboarding emails have become common in the marketing sphere today, so why not streamline the orientation tactic?

This practice enters potential customers into a company's selling funnel, with the hopes that soon after the client will purchase the good or service.

The key to automating onboarding emails is syncing the automation with whatever product is being sold, according to Duct Tape Marketing.

If it's software, companies can enable users to test out the program - essentially leading prospects by the hand through the sales funnel.

Businesses can then target potential clients further by monitoring the behaviors they have and haven't taken.

Don't: Assume Automation Will Do All The Work

One of the most common mistakes enterprises make with marketing automation is believing that once the tool is enabled, their work is complete.

While marketing automation can certainly help companies push customers through the sales funnel, the practice has a greater chance of failure if companies haven't already built a solid lead foundation.

Marketing automation works in the middle of the process, but businesses need a strong strategy for generating leads in the first place. It's difficult to continuously advertise to a small pool of leads.

Instead, enterprises need to have booming lead nurturing strategies in place before relying too heavily on marketing automation.

Do: Personalize Communication

Potential customers appreciate when companies are paying attention to their interests. Marketing automation helps business target their messages - emails, promotions, discounts - based on clients' history with the website.

It is to an enterprise's advantage to use the high level of customer information for marketing purposes, according to Oracle. Companies shouldn't limit themselves to just demographics, however.

Instead, businesses should use that information, in addition to data on past marketing campaign responses and website interaction, to formulate and automate future communication.

Sending individualized, personal messages will make customers feel valued and make clients more likely to work their way through the sales funnel.

Don't: Forget To Test

Companies may have to try several different automated marketing approaches before finding one that truly yields results.

That's the name of the game with any kind of marketing. It's crucial that businesses monitor and test the performance of the strategy. After segmenting customers for targeted messages, enterprises should frequently examine the results.

While one method may have been designed for a certain customer, the tactic might work better on another client. A/B testing can help increase conversion rates.

Checking on campaigns on a daily basis will highlight the problems of the marketing strategy, allowing businesses to make adjustments.

Marketing automation is an extremely useful tool, if used correctly. Businesses looking to integrate this software into their marketing campaigns should make sure to complete their research - not only on the practice, but on customer information and actions.

Successful marketing automation requires businesses to perform some of the work. The practice, when paired with enterprise research, can help convert leads into valuable customers.