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Using automated marketing software should definitely be a part of your business life. There a multitude of well-established reasons for the effectiveness of such software, with greater profits being chief among them. Efficiency isn’t a bad thing to garner either.
But there are some misconceptions about automated marketing that could lead to it not being implemented properly. This in turn can cut down on success.
1. Once I implement automated marketing I can play a lot of golf.
Some businesses are sold automated marketing on the promise that once it is set up, it just runs, that the work of marketing is in your rear view once you go automated. But it’s not quite like that—the only way to great results with automated marketing is to exert some due diligence in its functioning. It’s automatic to the extent that it performs more services than you could reasonably do manually—various alerts and collections of data. And, yes, it controls certain traffic, making things happen as scheduled.
As one easy example, the data collected by marketing software has to be analyzed and applied to strategy—it’s not there just to be monitored.
Further, tweaking everything sent out by your software is a necessity.
2. Automation software allows me to keep sending the same messages out forever.
In a lot of cases, businesses have to use the concept of segmentation to send different messages at different points in the sales cycle. Once you make a plan for communication to match each segment of the sales cycle, yes, you can set and partially forget. But however automated the system is, it can’t do your planning for you. What automation is there for, in terms of message flow, is making sure that the messages go out on time—and in some cases, that they go out due to certain triggers. There’s no replacement for what the automation does here—you can’t be on top of every abandoned cart or every purchase, manually sending out incentives, etc. But you do have to plan the behavior of the software, taking into consideration segmentation, demographics, personas, and other key marketing factors.
3. Automation is for people who dread marketing.
Marketing isn’t easy, and it doesn’t come naturally to everyone. But using automation won’t be most effective if you look at it as a way of lifting a burden or stress. It will do these things, and it will absolutely lighten your work load.
The problem is that if you aren’t really into your marketing and you feel that using automation will simply allow you to disengage, the content will suffer. Your team still creates the social networking posts, e-mail, etc. Software can’t throw passion and talent into it. Further, as outlined above, configuring the settings and behavior of your software requires your zeal. It’s not for someone who has an IT person chuck in a few basic settings.
4. I can use automation to flood my customers with messages.
Remember a simple business concept: most of your customers will purchase sporadically, supplying you with few profits. Most profits come from a small percentage of our customers, those who come back faithfully. You don’t need to bombard these folks, and bombarding the others won’t work. Again, automation is a great time-saver and greatly increases all of the things you can do under the umbrella of marketing. But sheer volume of messages, while possible with automation, may not be desirable.
5. When I buy automation software, someone in my company will figure it out.
Say you’re the company CEO, not the head of marketing per se. The question of how hands-on you should be in every phase of your business is too large for us to consider here. But whoever is in charge of marketing shouldn’t just read the instructions or briefly learn about any automation software you choose. Instead it’s an ongoing process. Mission Suite will give ongoing support when you purchase any of our products, perhaps helping you scale up your efforts as appropriate.
It’s not a myth that automation software saves you a lot of time. But probably the more salient point is that it supercharges your efforts and greatly increases your marketing capabilities. It’s not so much that it requires effort on your part but that it so clearly merits this attention.