Under the Magnifying Glass: 4 Common Myths About Marketing Automation

by Klaus on March 18, 2019

in Articles

To succeed as a business owner, you’ll have to keep up with technology and adapt to changing times. However, not all tech innovations are worth the effort, money, and time required for implementation. In marketing automation, technologies and software platforms are used to streamline a company’s marketing efforts across channels such as the web, social media, and email. By giving you the truths behind some of the most prevalent marketing automation myths, we may be able to help you see why now is the right time to put some of your marketing efforts on autopilot.

Myth #1: It’s Expensive

While there’s some truth behind this one, it lies mainly in the fact that the technology was originally designed for large companies. However, the tech has evolved with time, becoming more accessible to small- and medium-sized companies.

According to research from Emailmonday, 51% of the country’s top-performing small companies use some sort of marketing automation technology, because owners have recognized how important lead management is to their overall success. Some technology is tiered, which means you can choose the solution that meets your budget and your needs.

Myth #2: It’s Too Time-Consuming

Learning any new technology takes time, and marketing automation is no exception. As with other business processes, you’ll have to spend some time adjusting, revising, and optimizing the top marketing automation tools so they meet your needs and give you the results you want.

However, if you take the process one step at a time, you’ll find that it’s not as time-consuming as you expected it to be. Start by creating a lead generation campaign to learn how things work, and sharpen your skills when time permits.

Myth #3: You Can Only Use it for Email Marketing Campaigns

Another myth associated with automation is that it’s only effective for email-based marketing campaigns. Although email is one of the most common things business owners automate, it works just as well with PPC (pay per click), third-party platform integration, and social media.

The best marketing automation results come when you maximize its capabilities. No matter which marketing channels you’re using, you’ll see that you can simplify and expedite your lead generation and conversion processes. Components such as CRM, visitor ID, behaviour analytics, and campaign optimization can all be integrated into your automation methods.

Myth #4: It’s a Form of Spam

Though most automation campaigns are well-crafted, some are not, and these end up feeling (and looking) rather spammy. However, a few bad apples don’t spoil the entire barrel. Recipients’ dislike of spam grew because of its irrelevant and annoying nature, not because of its distribution method. No matter how you’re giving your audience its content, if it’s not relatable, they’ll think it’s spam.

Automation supports your underlying strategies and helps you achieve your goals. It allows you to keep delivering relevant content to potential buyers, considering their preferences and connecting with them as they travel through your sales funnel. With a strong automation campaign, you’re more likely to end up with highly qualified leads.

The Bottom Line

While there are a few myths surrounding marketing automation tech, the truth is that it can be used cost-efficiently and effectively to grow your business. You can scale the use of the technology to align with your short- and long-term goals. Take some time today to adjust your marketing strategy so that you can reap all the benefits of marketing automation.

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