The dangers of social media automation

11 Jul 2024

Marketing mistakes can be disastrous for marketing campaigns. In the worst cases, they can undermine your credibility with your clients. They may easily turn to the competition. Some mistakes can be avoided. Here is an overview of the most common mistakes.

An Excessive Segmentation

A Poor Segmentation

With social media automation, marketing teams have access to a vast amount of information. This data can be used to implement targeted campaigns. Due to a lack of strategic thinking, it is possible that the obtained information may not be used wisely. This can jeopardise the marketing strategy.

Even though it is a classic mistake, excessive segmentation can lead to:

A loss of money;
A loss of credibility: this can generate confusion regarding the message delivered.

To avoid this disaster, it is crucial to take the time to carefully inspect customer data. This way, you will access the essential data for better segmenting your mailing list. You will be able to better target your clients with the right message and the right timing.

Neglecting Tests

In order to segment data effectively, do not hesitate to conduct tests. You will have the essential data that will help convert prospects effectively. Always evaluate your campaigns through A/B testing. You will be able to compare the two versions of your campaign. It will be easier to determine which campaign can yield better results. For this, you should focus on elements such as the call to action, the landing page, etc.

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Workflows without an audience

When setting up your campaign, if you create too many scenarios, you will be faced with over-segmentation. You risk not only wasting your time but also losing your bearings. The marketing team will not be able to accurately measure the effectiveness of the campaign.

The return on investment may drop. Indeed, it may be that the targets are nonexistent or not truly represented.

Using the wrong media

In certain campaigns, it is possible that the marketing team uses the wrong medium/channel. In some situations, it is easy to choose the social media to use. For example, if one wishes to address professionals, one naturally turns to LinkedIn.

If you choose the wrong medium, the operational results can be disastrous. Whatever type of campaign you plan to launch, you must know your prospects inside out.

Find out about the platforms that interest them. If you use two different media, there is a good chance that the results obtained will be completely different. Do not neglect A/B testing. It will help you avoid wasting time, misusing your budget, and achieving disappointing results.

Setting the Wrong Objectives

Whatever scenario you set up, ensure that it allows you to generate quality leads. In your strategy, make sure to establish a powerful and optimized landing page. It is common for internet users to be faced with too many landing pages. It then becomes difficult to access a qualified lead in a single contact attempt. Poorly selected fields and a poorly understood conversion funnel can harm your strategy.

To avoid this inconvenience, you need to clearly define your objectives. Some marketing teams do not really set precise objectives. They choose rather vague goals such as: acquiring prospects, having more leads, etc.

Indeed, they are justified, but they have a significant flaw. This only provides a vague overview of what needs to be achieved. The goals previously mentioned only demonstrate a strategic orientation. But they only give a blurry idea of the objectives to be reached. They do not indicate the actions to be taken over time. They do not allow for tracking and measuring performance. These data do not offer the possibility to streamline communication with teams.

When setting your marketing automation objectives, add additional details. Think of setting a targeted and measurable goal. For this, make use of different elements:

Determine the roadmap: establish an overall strategy;
Clearly communicate the desired outcome: who, what, how much, when;
Define the best method to promote to achieve the objective;
Choose indicators that show whether the goal has been achieved.

Establish a SMART objective (Specific, Measurable, Achievable, Realistic and Time-bound).

Refer to relevant indicators. Do not focus on indicators such as the number of subscribers or “likes”. They are easy to track, but it is quite complex to prove their real value. Focus on the engagement rate, click-through rate, and conversion rate.

When establishing your strategy, ensure that you align your social media with your marketing objectives.

To succeed in a social media automation strategy, you will need to take the necessary precautions to avoid leaving room for error. Learn from the failures of others and ensure you have all your assets in your favour. This will allow you to execute a strategy in the best possible way. If you are looking for a way to automate certain parts of your marketing strategy, get in touch with My Name Is Bond. You will gain access to interesting tools that will help automate your growth.

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