Marketing is of the utmost importance to your business. If you don’t take the time to market appropriately, you are virtually invisible to your customers – and this is going to impact your revenue, your bottom line, and your overall ability to stay in business. As a marketer, you need to learn the best way to handle marketing automation and not make the mistakes that so many people do.
Overuse of Email
There is certain email marketing etiquette that you want to follow. Many marketers make the mistake of focusing on quantity over quality. One of the best ways to lose a customer or potential customer is to inundate them with email. Just because they signed up for your email newsletter does not give you the right to send them an email daily. Weekly or even monthly may be sufficient – and this is something that you will need to keep track of based upon analytics, such as open rates and click through rates.
If you continue to annoy your customers, they are going to unsubscribe, and likely turn to your competition to do business.
It’s important that you have some personality within all of the communications with your customers. If you provide something that is extremely generic, they are going to feel as though they don’t matter. You want to separate your mailing list so that you identify where people are within the sales funnel. This way, you aren’t saying “happy to meet you” in your message when you have already sold to the customers. This will lead to feelings of “they don’t remember me” or “they are too busy for me.”
Many marketers spend money on automated marketing software, and then under-use a variety of the features. There are some really great software programs that make it possible to engage with consumers. They will do the keyword research for you, provide you with the analytics, and more. The problem is that many people feel as though if they buy the software, all of their marketing is done for them automatically. The software will only be as good as the information that you put into it.
Weak Marketing Plan
The same can be said about a marketing plan. Having automated marketing is not enough to overcome a weak marketing plan. You still need to take the time in order to think about what you are trying to accomplish with your marketing strategies. Automated marketing will help with a lot of things, but if you haven’t thought about all of the angles, what your target demographic wants, and how to give it to them, your marketing strategies will fail, which means you aren’t going to get the return on investment that you desire.
Forgetting Existing Customers
You also don’t want to forget existing customers. Your current customers are the ones who are going to talk about you, share details about your business with their friends, and order from you again and again because they already know the quality that they can look forward to. Building customer loyalty should be one of your top goals, and if your automated marketing doesn’t cover this, you could be missing out on a lot.
Developing Tunnel Vision
There is also something known as tunnel vision. It prevents you from seeing the big picture. You may be focusing on such a small aspect of the sales funnel that you are forgetting about everything else. You need to continue shifting, and keep your finger on the latest marketing trends.
When you understand the most common marketing automation mistakes, you can ensure that you don’t make them yourself. It will allow you to have better marketing campaigns and improve your return on investment considerably. It will also allow you to engage with your customers more effectively throughout the year.
For more information on how to streamline your marketing campaigns contact Highpurple.