Don Justice


There’s a lot to consider with marketing automation, as well as how to avoid some pitfalls that can be rather intimidating.

You need time to understand how marketing automation can improve your business and how to choose software that best fits your business model.

1: produce timely and quality content.

In marketing automation content is king. While marketing automation is the power force (engine) of the company, content is the oil that helps lubricate it from breaking down.

The mistake many companies make is getting involved with topics and issues that have no direct relevance to their company’s mission.

A careless written content can produce ineffective or embarrassing results. Make sure that all the content you share has relevance to your business and market.

The best content isn’t strictly about your own products or services but giving out valuable and relevant information about a company’s development and the benefits of other existing product.

Content should be more technical or focused on relationship building so that it enhances a prospect’s experience and reduces any friction that might slow down leads.

2:  Build a marketing strategy.

One of the biggest problems of marketing automation is the lack of a strong strategy to accomplish the company’s plans to put resources to use. In such conditions, you can hardly expect anything other than failure.

Having a clear understanding of your marketing strategy and establishing goals will help you choose the products that will contribute to your mission.

In implementing a campaign, you must have an expectation because good expectation is the mother of good result. You will increase your chance of success when you implement marketing automation with your desired result in mind.

More so, a company investing in marketing automation should have a solid plan, including quantitative objectives and campaign work flows to address key audience segments, before the technology is even turned on.

3: Choose the right software.

Marketing automation tools differ in size and scope as well as price, so not every solution will equally work well for your business. Choosing the right marketing automation tools can result in non wastage of time and money on products that helps your business.

Consider only those successful measures that include all the features and capabilities that you will need in order to reach your marketing goals.

Design the right message to reach the right person at the right time. That may be huge, but the effectiveness with which you’re able to deliver relevant information to each and every prospect is typically much greater if you start small.

Design basic programs to address key areas of needs building out a more complex program over time.

4: Personalize Emails.

Marketing automation makes it possible to send multiple, automated emails. But just because the technology allows you to send multiple emails doesn’t mean you should.

However even though adopting such an approach saves time, it eventually leads to failure.

Therefore, sending emails that lack personalization or not relevant to your audience will affect your email marketing campaign.

Don’t make the mistake, of bombarding your database with emails just because you finally have the opportunity to do so.

To get an idea of what kind of content will best suit your audience, take time to undergo a market research and try and figure out what your customers’ desires and needs are.

Once you know who your audience is and what they want, you can provide them with useful content. After conducting market research, then segmatize your audience in order to send different messages to them.

5: Set up SPF and DKIM.

The two key technical settings that are often overlooked by new marketing automation users are SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail) that ought to be a standard part of  every marketing automation implementation.

Setting up both SPF and DKIM into your DNS (Domain Name System) settings means you’re telling other email servers that you’ve authorized your marketing automation vendor to send emails on your behalf.

Failing to incorporate these settings can be a major setback on your email deliver-ability.

6: Test and Optimize your campaign

Even with automated tools in place marketing takes a lot of time and effort.

Even with the pressure in business, don’t attempt to make the mistake of launching automated campaigns without properly testing and optimizing them.

Send email messages and publish content that is tested and optimized in order to get the results you are looking for.

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