“Marketing Automation” Blind Spots to Avoid
Are you entangled in the “marketing automation” hype and the promise of “passive income”? Have you lost sight of what really matters to you and your company right now?
Are you fed the “making money while your sleep” kool-aid before you have the clarity to make a decision, design a brand-aligned journey for users, and lay the foundation for successful automation?
Have some coaches/consultants/platforms told you “not having to lift a finger” is a cool thing to do, while “trading hours for dollar” by actually putting in the work and, god forbid, talking to people 1:1 is the dumb route to go?
There is nothing wrong with tools and systems that automate marketing processes. They can be very time-saving and even headache-reducing if implemented with intent.
You still need to put in the time to create automation. The question is: Is the ROI worth it?
These are just three examples of common scenarios. I hope they inspire you to think about automation from a new perspective.
If you don’t have one, stop worrying about autoresponder sequences. Or feel like you need to apologize to anyone who asks about your list size/quality …).
Find an affordable email service provider, and then get started.
You don’t need anyone to read your autoresponder if you’re not putting in the effort. You have to.
Although it may seem simple, most people forget that even if you dump crap content into an autoresponder, it won’t produce gold for you.
Before you start sweating the technology, you must first identify your niche and what you offer value. To get your ideal clients on your list, you must first provide this value.
Once you have people on your contact list, you can start to work with them to build trust and relationships like a HUMAN BEING.
Talk to your friends and listen attentively. Collect intelligence to find out how you can add more value and meet their expectations.
Once you understand your audience and your superpowers, you can create a point of view that clearly explains how you can serve them.
This POV is essential for creating great content. Without it, your autoresponder will not be worthwhile.
Bottom line: Content automation systems must be able to produce meaningful results if you want them to work.
Are you sure who you are writing for? Are you able to communicate your message, value, and convictions? Are you able to clearly articulate your unique position and relevance to your target audience?
What outcomes do you want your content and business to produce?
It sounds great to make money while you sleep. That’s what I love too. After all, it’s 8 hours for me (plus weekends).
But, a complicated sales funnel might not be the best way to get the highest ROI.
Have you clearly defined your values, beliefs, superpowers, and unique positioning to create your unique offering? Are your offerings compatible with each other, and do they reinforce one another?
It’s not possible to just throw a bunch of random stuff out and hope for the best.
You can’t expect a sales funnel to work magic if you don’t have any meaningful items to put into it.
To be successful, not everyone needs to take a course or jump on the info product train. If you don’t have the opportunity to show off your superpowers or serve your peers in the best way, stop being so apologetic.
Let’s suppose you are a coach, consultant, or service professional and your primary source of income is 1:1 services. It’s a great way to build relationships with your clients and create the best results.
Are you capable of writing information products for $67, $17 downsells, and $297 upsells and then mapping them out in a “choose-your-own-adventure” sales funnel system that makes you scream, then making the most of the technology to make the most of your time and effort?
Would you be able to get a better ROI if you simply picked up the phone and spoke with a few qualified clients about your high-end offer/program?
Trust and relationships are essential before clients will buy from you. It is worth your time to get out and allow potential clients to experience you.
Instead of trying to squeeze your way through a marketing conveyor belt that doesn’t do much to differentiate you from the sea of competitors doing the same thing, interact and connect.
A well-designed and executed sales funnel is a great tool. You just need to use it with intention.
Be sure not to be influenced by fear when you make the decision to install automation.
Fear not, “YOU being YOU” does not suffice, so hide behind a complicated sequence.
Fear of being judged shouldn’t drive you to copy what others are doing, regardless of whether or not the tactics work for your business model.
Fear not if you don’t look professional or have a polished-looking funnel.
Do not be afraid to sell information products for $67 – every opportunity has a cost.
Do not let fear of missing out lead you to buy a boatload of software tools before you are clear about how to design a user experience that suits your brand and communicates your message.
Automation is a bit against the nature and purpose of social media. It’s about real-time interaction with real people.
You can automate posts, but that’s not the point. Without Hootsuite, I would have snatched my hair.
Remember that posting content is only one aspect of social media.
What can you do to INTERACT with others? LISTEN DIALOGUE GIVE A CRAP
How can you be a HUMAN BEING in a sea of automation?
Never, ever outsource your voice. It is impossible to be too busy to give your message the voice it deserves.
Please, do not forget to set it. Brands have been damaged by letting canned posts that are “feel good” slip into their feeds during tragic events.
How can social media be used to make you more human and not less?
Ling is an intuitive brainiac. Her unique combination of Business + Marketing coaching and a Mindset + Psychic Twist helps multi-talented, multi-passionate solo-entrepreneurs distill their big ideas into one cohesive message, nail the WORDS to sell, and design a plan that will cut down on the hustle work. This is thanks to her intuitive but rigorous iterative process that she has developed from her Harvard Design School training, as well as ten years of experience in online marketing.
Ling assists her clients in optimizing the space between individuality and originality vs. “tried-and-true” marketing so that they can express their WHY unapologetically, profitably, and without reinventing the wheels.