8 Small Business Marketing Automation Myths You Should Stop Believing
It may take some businesses longer than others, but they usually arrive at the conclusion at some point, that most of their marketing can be automated. No longer do marketing departments need to manually keep track of what leads to follow up with. Websites no longer present the same offers to every visitor to a webpage without taking into account the path they took to arrive there.
Marketing automation is the automatic choice for large businesses that have thousands of customers to keep up with. For small businesses that have never used such technology before, it is often a legitimate question whether it’s a good idea to bring it on board.
In general, applying automation to marketing campaigns works out well. Nevertheless, it’s important to keep in mind what marketing automation really is, and what it is not. What follows are eight myths about marketing automation that marketing managers often believe in, and the truth about them.
Myth: Sending messages out automatically is all automated marketing does.
Automated marketing software is designed to send out marketing emails, text messages, and social media posts with minimal user intervention. It isn’t just about sending messages out automatically so that you don’t forget to do it. Automated marketing software aims to help you become more efficient by relieving you of the responsibilities of writing and sending similar messages out each day. Such software can also interpret the data associated with your actions, and work out whether you need to refine your workflows to better capture the attention of the customer.
Myth: Automated marketing is easier than manual marketing .
Automated marketing is certainly better than manual marketing in different ways, but it isn’t always easier. You don’t simply set it on autopilot, on the assumption that it can accept new prospects at the top of the sales funnel, do everything needed to guide them through the sales process, and bring them down to the bottom of the funnel.
You need to be there to keep an eye on what each campaign achieves, and implement the data that you collect, to aim for different sets of customers to come by better results. Automated marketing spares you the need to involve yourself in monotonous, repetitive work. You do, however, need to spend time on building creative copy and workflows.
Myth: Automated marketing only helps with email.
While automated marketing does very well with email, it isn’t limited to this channel. It can be applied to the task of opening up new options for marketing campaigns. You can collect customer phone numbers and other contact information, and discover creative ways to reach your customers through your marketing platform. Rather than limit yourself to email marketing, you can reach out to your customers through contextual registration forms on your website or anywhere else that you may get in touch with them.
Myth: Marketing automation is only relevant to big businesses.
Automating marketing tasks isn’t just for large businesses. It makes sense for very small businesses, as well. There are more providers of marketing automation software than ever before today. Even if you’re a tiny business, you’ll probably find a provider who has a product for your needs. It can help to implement scalable marketing automation when you’re still a simple operation and build it out as your business grows. If you were to bring in marketing automation software only once you expanded, you would have a hard time bringing your complex processes online all at once.
Myth: Automated marketing can sound cold and impersonal.
Automated marketing software doesn’t write its own copy; it only works with the copy that you write. If you create copy that sounds warm and human, that’s what your software will send out. To make as human an impression as possible, it can help to categorize your list of leads into small groups of people based on their areas of interest or anything else and write copy personalized for them. Your automated marketing will then succeed in demonstrating a human touch.
Myth: Automated marketing can help your marketing alone.
Marketing automation may start out helping just your marketing effort, but it can carry over to other areas. Such software can not only help you identify leads, for instance, it can also help you score them, nurture them and direct them down the sales funnel. Marketing automation can be an excellent sales tool for this reason.
Myth: The automated marketing process ends once you close a sale.
Lead generation marketing helps you identify new customers for your business among your marketing audience. Automated marketing is about more than just completing one sale to each lead, however. It can help you continue to sell to existing customers by up-selling or cross-selling to them. Automated marketing software can help your existing customers stay connected to your business by regularly sending out information about discounts, new products, and planned sales.
The goal of modern marketing isn’t just about implementing the basics of salesmanship. Rather, it is about bringing creative thinking to marketing. Automated marketing may not make marketing easier, but it can make it more efficient and powerful.