4 Marketing Automation Myths That Are Hurting Your Business

Q: How many marketers does it take to screw in a light bulb?

A: Three. One to document the process, one to take pictures and post it on social media and one to send emails about the new light bulb.

It’s a classic tale of marketing automation. More and more marketers are beginning to realize the benefits of automation. If used correctly, marketing automation allows small business owners with limited staff resources to run complex campaigns successfully and manage their time efficiently.

However, despite its proven benefits, many believe that marketing automation is hard to manage or that it is only effective for email marketing. It is a shame that so many local business owners refuse to use this incredible tool, scared by the marketing automation fail stories.

So, before you start believing the myths, take a minute to learn the facts.

Myth #1: Marketing Automation Is Too Costly

Not too long ago, marketing automation was only available for the big players in the industry. Nowadays, the game has changed, and there are quite a few affordable options for small and local businesses. Sure, some markets continue to cater to big companies, but this doesn’t mean there aren’t any products specifically designed for small businesses.

Fact: A lot of cloud-based marketing automation systems offer flexible pricing levels and subscription models that keep costs low while still providing great results.

Myth#2: Marketing Automation Is Too Impersonal and Feels Very Robotic

There are a lot of examples of companies famously failing at automation by sending automatic responses to users trying to engage in serious conversation. One example is Progressive Car Insurance, who, to avoid paying to the family of a women killed by an underinsured driver, tried to side with the culprit. For every mention of the case on Twitter, the company sent auto-tweets that felt impersonal and fake.

One of the biggest concerns  owners have when it comes to automation is that they would sound too robotic.

Fact: If your messages sound impersonal and robotic, it’s not marketing automation’s fault, but yours. Many marketers have trouble humanizing their brand or they don’t even take the time to sound personal in their communication efforts. If your email starts with “Hello, Customer #23665” then you can be sure that the reason you sound so robotic is bad marketing, not bad automation.  

Myth #3: Marketing Automation Does All the Work for You

Have you seen the infomercial for the Ronco rotisserie oven? Chefs put steaks and vegetable into the oven and turn the dial as the audience cheers happily – “Set it and forget it!”

Many think that the same principle applies to marketing automation as well. You set it, you forget about it and after some time, you start seeing results. The reality, however, couldn’t be further from the truth.

Fact: Marketing automation should complement your sales strategy. It is a great tool that you can use to guide potential customers through your website, social media channels and email to generate leads. However, for it to work effectively, marketing automation needs constant care and attention.

Myth #4: Marketing Automation Is Only Relevant for Email

Many small business owners think that marketing automation works only for email. One of the main reasons this myth exists is because many think automation is just a form of spam and choose to automate their marketing in a very ineffective way.

Fact: While email marketing is one of the strongest channels for automation, you can automate and save time on other channels as well. Marketing automation is a great tool that can help business owners automate social media, landing pages, lead generation efforts and much more.

When you debunk the myths and look at the facts, it is clear that marketing automation is a great way to streamline your business. However, you need to figure out the best way to automate to be sure you will get the result you want.

So, again:

How many marketers does it take to screw in a light bulb?

None. They’ve automated.