7 Marketing Automation Mistakes You Must Avoid

The future is here, and it's showing itself as content automation for your business practices.

What does it mean to automate your content? Exactly what it sounds like.

While in the past, you had to waste painstaking hours crafting emails and sending them to clients, an automation platform takes care of this for you.

While this is a great way to use email to its fullest potential, there are several mistakes that you may not realize you're making. Let's take a look at 7 of the big ones below.

7 content automation mistakes NOT to make:

No strategy

Regardless of what you're doing, whether it's content automation or SEO, you need a strategy for your platform and marketing opportunities.

It's understandable, in some cases: you see this great tool available to use, and it seems like the answer to your prayers. If it takes care of everything you needed taking care of, then what's the point in developing a strategy to use it?

Content automation can be much, much more than automated emails. Your company may be overloaded with other marketing tactics or campaigns to use.

However, before you employ your content automation platform, take some time to check in with your goals regarding it. Set some numbers, things that you can measure. Make sure you have an objective and a work process in place to allow for this.

No email

Content automation is all about email, so what's this point about?

If you're sending emails, you should probably make sure that those emails are hitting client inboxes from addresses that make sense. Your domain name could be something innocuous and recognizable, but if it looks too personal, you're risking it staying unopened.

The same goes the other way: if it looks too corporate, or if it's too obvious that it's automated (a series of letters and numbers, like "mkt-un7381.com," for instance) has the exact same effect. 

Pay attention to what address your emails are coming from, and take the steps to change it if necessary. You can set your platform to send addresses from your own personal brand, which can then be used to track interaction.

No testing

When it comes to employing any new platform, you need to test it. You need to test it quite a bit and run as many experiments with it as you can handle so that you're properly versed in how the platform works.

Content automation is no exception. In fact, it may even qualify more than other programs simply because of the way it works.

It isn't a one-and-done process. Automation works over time, with processes being triggered by other processes. Testing the system is easy, and you can immediately take those learnings into a wider campaign.

However, if you aren't testing, you have no idea what those outgoing emails look like - or if they're even outgoing at all. Take some time to ensure that your platform is working the way it should before you hit the field with it.

Too complex

There's something that you need to keep reminding yourself at every step of the marketing process: marketing is not an exact science.

SEO isn't an exact science. B2B isn't an exact science. Therefore, automating your content isn't an exact science.

Certainly, there are things you can do to make the process run smoother and increase your chances of success, but there's a lot of focus out there on a series of steps to ensure your campaign's success.

Often, these steps involve contorting your campaign to fit criteria which may have worked for another business, but may not have worked for you. 

If you're trying to employ a ton of strategies into your automated content, be careful that it doesn't get too bogged down and overloaded too quickly.

Stick to what works. Follow that data. Make adjustments as needed.

No templates

Just because your content is completely automated doesn't mean that now's your chance to slack on everything else. Remember, sometimes your content is only as good as it looks.

It's no secret that web design has a drastic effect on website popularity. However, did you know that the same principle could be applied to emails?

If you've already taken the time to craft clever and compelling content, go the extra mile to ensure that it looks good too. If you have designers in-house that can make an eye-catching, attractive template, more power to you!

If not, there are libraries of templates available that are appropriate for both landing pages and emails. This is the perfect way to make sure that your content looks as professional as it reads, while also picking out a creative touch that will represent and suit your company.

Focusing on the sale

One of the great things about content automation is that it gives you the chance to constantly make sales pitches without actually having to make them.

However, nurturing your leads and educating them can go a long way in converting them into sales.

It's important to remember that your potential customers are people. Don't just lump them into a number or into a quota: give them things you think will help. Send some ebooks, some papers, some courses to help them out.

Let them get to know your company this way before they make a decision.

No targeting

Content automation can be a lifesaver, but you still need to make sure that your clients are receiving relevant content at all times. You may have to team up with multiple departments to get this done, but it's important that the information they get is targeted.

This is a great way to establish team building in the office, and the results will be good enough to make sure those teams grow. Additionally, you'll get to reap the benefits of higher sales as your customers love their personalized content.

Content automation is a great way to get information and content to your clients quickly while still having time to touch base with new leads. However, just because it's easy doesn't mean it's foolproof. You need to examine these tips to ensure that you're using it to its biggest potential.

Automation can help strengthen teams and relationships with clients and leads. However, it does require testing and a little tweaking to make sure you're getting the most out of it.

If you have questions regarding digital marketing, automation included, feel free to reach out!