Firstly, what is marketing automation?
It's the the software that automatically prioritises and executes your marketing strategy which gives you the time and freedom to focus on other things.
This doesn't mean it comes without it's issues or problems for marketeers. Despite the fact it's aimed to free up your time without jeopardising the authenticity of your work, some companies still tend to make mistakes - like those below:
1. Sticking to the same strategy
As easy one to make. The fact that we're given the opportunity to automate our processes means that for most marketing campaigns to begin with we simply execute the same strategy without taking time to analyse if it's fully optimal.
How do we correct it?
Take time to think about your campaign.
It's a simple answer, however massively overlooked at times on Hubspot. If we take into consideration that the automation is to get the most out of our campaigns and not make it simply run by itself, then we can take a step back and assess if what we're automating is the best for our performance and customers.
2. Forgetting about our customers.
The automation process allows you to set parameters, without necessarily considering what's at the heart of the goal or indeed your current customer base.
How do we correct it?
Easily done through Hubspot, we can set up customer engagement campaigns through creating relevant content and measuring the success of this over time.
3. Quantity over Quality
Attracting quality leads can seem easy, however often enough marketers make the mistake of running content not fit for purpose, or even overpopulating email groups, meaning your automated marketing software is sending too many emails and therefore inundating your customers with junk mail.
How do we correct it?
Limit your level of emails you automate. Focusing on fewer, higher quality leads as opposed to mass mailing can help you drive a more responsive customer to purchase and increase ROI.
4. Over-complication
Using something like Hubspots automation system means that marketers are more likely to be using other tools to optimise their campaigns.
The issue with this is that it's almost a case of 'too many cooks spoil the broth'. Often this combination of different tools or systems over-complicates your campaign and gives you conflicting results.
How do we correct it?
By running an all in one automated marketing system you can avoid the issues of conflicting formatting, complicated communications and inaccurate information.
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5. Not utilising your customer data
It can be a real oversight to let your current customer data slip through your hands when planning a automated campaign.
More often than not we take the most basic of data and without refining our target audience miss out on vital emailing opportunities.
How do we correct it?
Again, simply take the time to properly vet your data for email campaigns, especially in automated marketing. In doing so you can create a refined target audience.
6. Not carrying out tests
A/B Testing means you can test out different scenarios to see which one performs best or would yield the most positive results. If this isn't being carried out when businesses are running automated marketing campaigns then the wrong scenario can be ran, and if this isn't monitored it can continue to fail!
How do we correct it?
Evaluating campaign results or testing an email campaign for example allows you to gain valuable insight and cut costs.
Overall, it's clear that the mistakes most marketers come across when running an automated marketing campaign are easily fixed, and although with platforms like Hubspot the process is extremely easy, it's important to safeguard against the common errors.
Read: Advantages of Working With A Hubspot Partner
