07 Mar 3 Common Marketing Mistakes and How to Fix Them
In today’s world, even instant gratification isn’t fast enough. We don’t care how, we want it now, and, we want it done right.
Technology, fortunately, is ready to fit the bill. Smartphones for instance, have more computing power than the first space shuttles, yet as we crush columns of candy and scroll social media feeds we take for granted the power within our grasp.
Marketing automation (MA) is changing this state of ingratitude. Marketers can no longer take technology for granted because if they do, it works against them. In business you need every advantage you can get our hands on, and marketing is no different.
MA means no more pesky, manually reported data, copious with errors that we hope clients aren’t going through with a fine-toothed comb to see. No more haphazard smart lists targeting too many leads, earning low click through rates and engagement. No more losing followers to poorly processed auto-replies. MA narrows your focus. It improves these processes.
But of course, nothing is perfect. Hopefully, by the end we will have provided you with some insight on how to turn the negatives into positives.
Your automation efforts only go negative if you’re not paying attention. A set-it-and-forget-it mindset will lead to issues for your brand’s social efforts. This is why auto-replies on Twitter are a bad idea. They are impersonal and can often lead to mistakes.
Reversal: Auto-replies can benefit your organization if you use them right. Make your responses more personal, add a touch of your brand’s values to your reply. Show that you’re not just a robot trying to sell them something. Get them interested in the story you’re telling and watch engagement rise.
Jumping in head first without thinking can work against you. If your initial automation processes are poorly planned it will quickly backfire. Ignoring the analytics behind your efforts and ignoring sales are the best ways to paint an inaccurate picture of who your customer is and where they are in the marketing funnel. One bad email proposing something to a customer they have already accepted or denied makes you look bad.
Reversal: Avoid autopilot. Monitor your processes beyond start to finish. What are the results of your efforts? What is working? Ask the right questions to get into your customers’ heads. If you know what they want (and you do through data) you can provide it, so don’t let your poorly crafted emails miss the mark by shooting in the dark. You get out what you put in, and just like high-quality data, automation efforts need constant adjustment.
Algorithmically-generated content, to be precise. Companies like Narrative Science and Automated Insights claim to curate content that is indistinguishable from content written by an actual person.
Even the Associated Press uses techniques similar to these to write stories. Shocking that it’s hard to tell if content was written by an algorithm, but that’s the case.
What can be bad about this is that it tends to be repetitive. If you automatically generate a piece of content over and over again in the same time slot, to the same audience, it will begin to look similar and your customers will eventually ignore it. Messages will also begin to come off as impersonal. You want a solid relationship with your customers, automated content can be a step away from that.
Reversal: Shake it up, keep it fresh. If your content is helpful and exciting, customers are going to eat it up. Keep an eye on it. Data-driven marketing is fast becoming the standard because basing your efforts on your data yields the best results. Same goes here. Watch to see how well your content is doing by looking at the analytics behind your site, then shaping the content to fit that demand.