The last few years has brought massive awareness to automation as a topic and marketing automation software as a service. These days you can automate your bills, you can automate your receiving shipments of food or clothes every month, heck you can automate pretty much anything you want both online and off line.
With automation can come either brilliance or stupidity done over and over. You see automation literally means it is being done without any further thought. So if you automate something that is stupid because it has not been thought through you get lots more stupid. If you automate something that is brilliant you can get lots of brilliant.
Having worked on marketing automation for hundreds of business across the united states over the last 5 years I can tell you first hand that most businesses do not put enough time into automating things that work vs just automating because someone said it would be good to automate.
Marketing automation software is easy to implement.
Marketing automation software is right for the average business.
Marketing automation software will get you more leads.
Why do these not happen, What goes wrong?
Most marketing automation software is actually very hard to understand.
Most marketing automation software is so advanced for the average business’ needs.
Most marketing automation software takes to much time to use it properly. When coupled with the lack of time most businesses feel they have they never get it going and therefore it does not work and they abandon ship on this marketing automation software.
Ok before you start to think I am not a believer in marketing automation lets step back for a second. I love marketing automation. But I also love small businesses and understand small businesses’. They need it simple, they need it easy to use and they need it to get results.
To many “systems”, “Coaches” and “programs” want you to do things just for the sake of doing things. I want you to do things only because those things will get you results. There is no other reason to do something unless the result is of value.
I believe that most businesses can easily automate email marketing, perhaps some direct mail also.
The key to success in marketing automation is having systems worthy of automating. How do you know if it is worthy? You have used it, tested it and proven it successful. Then you should automate it.
Or with an email series or sequence you may write it then automate it but you are not yet to set it and forget it. You have to check it see about open rates, responses, sales or reviews as a result. Once proven working and you are happy you can set it and forget it if you must.
But the truth is you can continue to test and improve it for quiet some time before setting and forgetting.
Do not get stuck in automation lies and waste time trying to automate things that have never worked and can’t easily be changed.
Matt Prados is founder of MessageMetric.com a results management platform for businesses that want people to call them to make appointments or sales over the phone. Where improving businesses ROI is #1.