Marketing automation involves a number of tools and strategies that can be powerful allies for your business, but only if you utilize them correctly. The occasional misstep in implementation is one thing, but some mistakes can significantly compromise your automation approach.
Neglecting Key Inbound Strategies
In order for your marketing strategy to bring you new business, you need to generate leads. Marketing automation excels at understanding existing leads and nurturing them so that they are guided through the purchase funnel to become loyal clients, but this is only part of the overall journey. If you put time, money, and effort into automated marketing actions without developing the inbound-focused aspects of your strategy that will bring leads to you in the first place, all that automation will only do you so much good. From your content to your social media, have your bases covered!
Falling Short on CRO
As good as marketing automation is at lead nurturing, it won't maximize your conversion rates all on its own. For this you need to ensure that you have all of your sharpest CRO tools in the shed and that you use them the right way. Know your KPIs, know your audience, and have a detailed understanding of the strengths and weaknesses of your site. How well-placed and well-written are your CTAs? How smooth is the navigation of your site, and can your leads intuitively get to where you need them to go? Failing to take elements like these into consideration can mean wasted efforts when it comes to your automation.
Trying to Do It Yourself
Building an inbound-centred marketing automation strategy that places necessary focus on your site and its CRO is a complex and potentially overwhelming endeavour. There are many different metrics to keep tabs on and decisions to be made on a routine basis. It's definitely not an aspect of digital marketing that should be approached as a DIY project. Instead, the best way to get it right is to join up with a marketing team who can meet with you regularly, set actionable goals, and communicate smoothly with you throughout the process. This will help you avoid even the most common mistakes out there!
With the growth of new and exciting inbound philosophies in digital marketing, a revitalized perspective on marketing automation has changed the way businesses use it to bring in new clients. Give CAYK a call at (403) 456-0072 to find out how we can make it work for you!