Marketing automation is a huge trend. There’s a good reason behind that fact: it’s useful. It can help cover certain tasks and track the success of our campaigns with much less effort. But, is it all that good? Unfortunately, it comes with its downsides. If you don’t know how to implement the tools well, you’ll most likely think that marketing automation is hell.
There are a lot of things to love about it, but there are some negatives things, too. Since we need to understand the concept from all its aspects, we’ll list the 7 things we hate the most about marketing automation.
Not Every Marketing Automation Strategy Is a Good Fit for Every Business
You see a great tool that can automate part of your marketing campaign and you have the impression that nothing could possibly go wrong. You read a great review at a reputable website and you’re convinced that you’ll improve your business if you start using that tool. However, you end up confused with all its features, which you don’t even know how to use. Since these programs cost a lot of money and are billed annually, getting the wrong one is a huge mistake.
Fortunately, there’s a way to avoid this pitfall. Research different programs very carefully. Check out reviews and online demos. Read case studies, so you can see how the tools work in practice. This will help you decide if a particular marketing automation program is the right one for your business.
It’s Hard to Choose the Right Program When You Have So Many Options
As you keep searching for the right tool for a specific task, you’ll notice that different options give you different features.
If, for example, you’re looking for a way to automate your email marketing campaign, you’ll really love the filtering tools a certain program is giving you. However, you also love the simplicity of another program. There’s no way to combine both of them. That means you can’t have both advantages, so you’ll have to choose one over the other.
MA Costs a Lot of Money
The price of a marketing automation tool will depend on the scope of its feature. As a general rule, the most effective programs are also really expensive. Premium tools, such as Marketo, will cost several thousands of dollars per month.
Will you be making a smart investment? It depends. In reality, many marketing automation investments work. Many others, however, fail miserably. Before you decide to commit to a program, you have to make sure it’s a good investment for your business. If there’s an opportunity to test a trial version, take advantage of it.
You Need to Train Employees to Use MA Programs
Even if you can afford the best marketing automation software out there, you won’t be set for good. You may have a wild skill set. If you lack some of the skills a certain program requires, you might be willing to work on them. You’ll still need to delegate some of these tasks. You don’t have the time to take care of the entire marketing campaign.
You’ll have to invest in people who will setup the tracking code for the program, design email templates, forms and language pages, and write the content you’ll use for this campaign.
You Need Time for Training
If you already have employees and you decide to delegate the MA tasks to them, you’ll have to train them how to use the new marketing automation tools you introduce. Depending on the complexity of the program, you’ll have to plan several training sessions and monitor the progress of the team who uses it.
You’ll have to personalize the coaching process, too. Each of your employees has their own strengths and weakness. Plus, your team will have to stay on top of all new features and updates related to the program.
It’s Not Good on Its Own
In an ideal world, you would invest in marketing automation software and it would push your business to sell like crazy. It would have all features necessary to drive traffic to your website and lead the visitors to action. It would automate the largest part of your marketing campaign.
According to Marissa Thompson, a marketing expert from BestEssays, that ideal is far from the current reality. “Marketing automation comes with an ongoing checklist of tasks,” – she says. “You’ll still be designing emails, optimizing pages for SEO, writing blog content, eBooks and social media posts, and taking care of all other tasks related to content creation. Marketing automation will be the tool that drives your marketing content towards the target audience. But no software will create the content for you. On its own, marketing automation is no good. If your marketing campaign sucks, marketing automation won’t be the savior you expect it to be. If the campaign is great, it will only make it more effective.”
It’s Too Salesy
Marketing automation tools can make your campaign seem too artificial. Sure, they will boost its effectiveness by automating the middle of the funnel. In order to nurture leads, you’ll be pushed to send promotional emails too often and publish the same (or too similar) content on all social media platforms. The audience sees right through these practices and they may perceive them as too aggressive.
To avoid this issue, you have to keep touch with your audience. Don’t automate the entire marketing process. Answer questions on social media. Engage the followers. Don’t lose the human aspect to marketing, ever!
All these pitfalls bring us to a question: is marketing automation a good idea? Absolutely! It can help you get lots of leads and keep in touch with them across different channels. However, you have to be aware of the challenges and keep working to find the best possible solutions for your marketing campaign. Remember: no automation software will do everything for you.