5 Common Marketing Automation Mistakes to Avoid

Posted by Marketing & PR on 18 Dec 2018

5 Common Marketing Automation Mistakes to Avoid

Marketing Automation is proven to save time, money and help your business grow when implemented successfully. As experts in Marketing Automation, we have put together a selection of the most common mistakes so that you can avoid them.

Identifying and implementing a clear strategy for your Marketing Automation campaign is crucial to its success. As with all aspects of marketing, without a plan, it is unlikely to succeed. Let’s take a look at some of the most common Marketing Automation mistakes that could affect the results of your campaign.

1. No clear defined goals

Setting your goals should be a priority in your Marketing Automation strategy as without them you cannot measure the success of your campaign or tailor the content you send to your leads.

If one of your goals is to increase downloads of your latest white paper, then think about how you will nurture your leads to take this action and tailor the content you send them to help them make the decision to download the white paper.

2. No inbound lead generation strategy

It is vital that you have an inbound lead generation strategy to help you attract new leads. The more leads you attract the more people you can reach with your content and improve the results of your Marketing Automation. 

3. No lead scoring

Identifying a lead score can help you understand where individuals are in the decision-making process, whether they are a cold lead, warm lead or hot lead based on how they have interacted with the content they have received from you. Knowing this information can help you identify when to contact them to progress them further along the funnel.

4. No personalisation

Since the rise in technology and the internet, consumers expect companies, no matter their size, to offer a personal service and when they receive a personalised experience they respond well. Marketing Automation helps you create personalised content by providing you with a wealth of customer data that can be used to tailor content to each lead.

“Allegra reports that 77% of consumers have chosen, recommended, or paid more for a brand that offered a personalised experience.”

5. No audience segmentation

It is imperative that you segment your audience by interests, behaviours, location, age and purchase history. Segmenting your audience helps you send the right messages to the right people at the right time.

For example, a new lead or a cold lead would benefit from receiving explainer videos and content that introduces them to your business, products and services. Whereas a hot lead wouldn’t find this type of content useful as they would be further along your funnel and closer to making a decision. 

If you would like to discover how Marketing Automation could help you grow your business and help you stand out from your competitors, request your free SharpSpring demo.

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