In our last blog, we talked about the benefits of using automation for your marketing efforts. This week, we'll talk about some of the myths surrounding marketing automation, and why they are false.
It's time to set the record straight. Marketing Automation is not a complete replacement of your processes, but it will greatly supplement your activities so you don't have to bother with the mundane and repetitive tasks.
Without further ado, let's dive into 10 marketing automation myths that are prevalent today.
Myth #1. Automation Makes You Sound Impersonal And Robotic
It's no surprise that technology and computers, when added to business processes, are often perceived to make the process robotic and devoid of emotions.
This is also what is perceived when marketing is involved; many believe that when we rely on automated systems, we tend to sound impersonal and robotic.
Such a perception is false. Many marketing platforms today include personalization in their features(meaning you can add contact details like names, birthdays and other fields to your messages), making your emails, SMS or ads sound more personal.
In addition to this, automation systems help the people writing the emails make more personalized messages by providing data about their targeted contacts.
Myth #2. Automation Only Benefits Large Businesses And Organizations
This could not be further from the truth. Many marketing and sales automation providers actually tailored their systems to benefit small or mid-sized businesses.
These providers have the tools that small or medium-sized businesses need to scale their businesses without feeling overwhelmed.
With a bit of research and testing the free versions, you can easily find your match. Whether you run a small or large business, you can use the power of this software to your advantage.
Myth #3. It's No Different From Email Marketing
While email marketing is a part of marketing automation as a whole, marketing automation is NOT JUST email marketing.
Some automation software platforms specialize only in email marketing. Others offer a range of other tools like landing page builders, bulk SMS marketing, direct mail marketing, pop-ups, customer journey builders, integrations, and much more.
This, of course, will depend on what your business needs in the here and now. There's no need to use every tool in the box.
If you only need email and landing pages for your business, then look for automation platforms that have these features.
As you scale up your business, you can start looking for platforms that provide more complex features that will suit your needs.
Myth #4. Automation Platforms Are Too Complicated To Use
Today's solutions strive for a user-friendly interface and tools that are simple enough to be used by even someone who has no experience in the world of marketing automation. Plus, MA solutions usually have some type of documentation, onboarding program, or training to help you learn how everything works. If you are a rookie, it's also crucial that you start with the basics and then tackle more advanced tools.
Myth #5. Automating Results In A Lot Of Spam
You can spam your customers with or without automation software.
Those that use marketing software know that you set and schedule communication send-outs. Test and compare open and click rates at different times to find when is the best time to send. The sending frequency is also something you need to consider.
Think of it this way; send when you have something valuable and relevant to say.
Myth #6. Automation's Only Benefit Is Message Sending
Yes, automation is used to schedule and send different types of communication automatically.
Its true potential lies in the opportunities it offers when it comes to efficiency, targeting the right audience, tracking, measuring, testing, and the chance for optimizing your campaigns.
The data you get is essential for you to get to know your customers.
Myth #7. Automation Fixes All Business Problems
No it doesn't.
Marketing automation lets you get some burden off your shoulders, enables you to multitask, be time-efficient, and explore endless marketing opportunities.
However, you need to decide how automation fits into your strategy and how it will help you achieve your marketing and business goals.
It also helps you pinpoint problems and optimize where necessary, but if you use it with no plan or strategy whatsoever, it won't do any good for your business. It certainly won't solve any problems you have.
Myth #8. Only Marketers Benefit From Automation Systems
On the contrary, the data the software provides you with can teach you about your customers, their behavior, where you need to focus, and what is worth investing in.
This means that marketing, sales, support, success teams can benefit from it. Especially when they all work together and exchange insights.
By including different teams, you'll be able to pinpoint gaps and opportunities and learn when other teams need to step in and take over.
Myth #9. Automating Your Processes Makes You Lazy
Another fallacy against automation is how it will make you lazy because you can just schedule emails, sit back, and do nothing else.
This could not be further from the truth.
First, it requires planning and effort to build automated systems, and when you launch them, you don't just leave them unmonitored and unchecked. You need to keep checking your automation systems so they work with optimum performance.
Second, automation systems don't fully replace people in business processes - they serve as a supplement. This means you won't be bored with doing the same repetitive tasks over and over again - automation takes care of that. You can now focus on what's essential - the human part.
Finally, automation systems evolve based on the needs of the market or the business, so you don't just build the system and leave it running forever. You constantly check for ways to improve it, depending on the situation.
Myth #10. Automation Will Replace People
It's a fear that has always been touted as true ever since automation became popular, but there's one truth that will always prevail - automation can NEVER replace the human element.
This rings true in the area of marketing, sales, customer service, project management, and all other areas of business.
Automation is, and has always been, a supplement to human creativity and ingenuity. No matter what becomes automated, there will always be a need for a marketer to guide the creative direction of a business.
Moreover, consumers love the human touch when communicating with brands; they want to know that there is a person on the other side.
In Conclusion
There are a lot of myths surrounding marketing automation that a lot of business owners and entrepreneurs try to stay away from it - but in reality, incorporating automation in your business processes will actually help you save more time, effort and money.
Contact us today on how we can help you incorporate automation in your marketing, sales, service and management processes.
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