The 4 Biggest Online Marketing Automation Mistakes
Automating your online business saves a great deal of time, energy and headache. But it can also cause problems of its own when it’s left to run on total autopilot. Before you go wild automating everything, here are the 4 biggest mistakes marketers make.
1. Don’t Automate What Shouldn’t Be Automated
There are certain tasks that simply shouldn’t be automated. The work you do on social media interacting with fans and building relationships with them can’t be done by technology. It needs the human touch.
Content creation and curation should never be automated. You need to give your fans content that’s unique, fresh and relevant. Never copy and paste content for them that they can find somewhere else and don’t let a software program choose content for you to share with them based on keywords or other factors. If you use a curation program, always check out the content it gives you and add some comments of your own.
Finally, customer service should never be automated. Whenever a customer has a question or concern, a real human being needs to be there to sort it out for them.
2. Lack of Due Diligence
Once you have your automation programs in place, you can let them do their thing. But when you’re choosing which tasks to automate and which tools to use, you need to give it your full attention.
Make sure each tool is really what you need. Read reviews carefully and ask people on webmaster forums for advice. For each new program, give its full trial period a spin and make sure it works for you. Don’t just buy the first program you find or the one that’s the most highly recommended by others. And don’t buy one with a slew of features that you don’t need and will never use!
3. Failure to Monitor
Automation handles mundane tasks for you but this doesn’t mean you can set it and forget it. You need to keep an eye on what the program is doing and make sure it’s doing it right. Most automation involves some oversight by you. When you automate backlinking, you need to check out the sites to which you’re linking before the links go live. When you automate content curation, you need to read each article you plan to share with your audience before it goes out.
4. Failure to Test
Testing is another important part of preventing automation disasters. For example, scheduled email marketing is always automated, but you should run a test for each message to make sure it appears the way it should to your subscribers. Make sure you’re a subscriber on each of your lists so you can test everything.
In addition, makes sure your email lists and segments are organized. If you don’t pay attention to your email automation rules, you may end up with double sends where someone who has already purchased an item gets a message urging them to buy it. You may send two identical messages to the same person through some glitch in your database.
Automation is a tool that makes life easier for you and eliminates human error (if monitored), but it shouldn’t be used to cut corners. Never compromise the value and quality you offer your market because it’s easier to have technology do it for you. Automation should be used to replace the same tasks you’re doing manually, not as a substitute for good service.