How to Maintain the Human Element in Your Marketing Automation
Marketing automation is everywhere, from companies such as HubSpot, Pardot, Infusionsoft, and beyond. Marketing automation allows us to stay connected with our audience during the entire marketing funnel, whether the audience has or has not made a purchase yet. Automating social media posts, emails, landing pages, and other marketing elements is an efficient way to keep leads and convert those leads into sales. However, retention is also an essential element of any successful marketing strategy. In order to retain customers, you need to build trust. If your entire process is automated then you are losing the human quality that entices customers to trust your brand.
However, marketing automation is not intended to replace human labor. Instead, automation is meant to streamline the process so that human beings can focus on crafting meaningful content. If emails, landing pages, and social media posts sound robotic, customers are not going to trust or want to interact with your business.
Before sending out automated emails, it is important to think about who you are emailing, why are you emailing them, what is important to them, and what you want them to do next. Avoid simply thanking the customer for making a purchase or signing up. You need to make the customer feel as though you actually want to help them and have their best interest in mind. Similarly, social media posts and landing pages should reflect your brand’s culture.
Marketing automation makes processes more efficient and makes it easier for us to keep track of what works and what doesn’t. However, not everything your business does needs to be automated. It is imperative that your company maintains some human element in the marketing process, because if customers feel as though your social media posts and emails are coming from a robot then it is highly unlikely that they will trust you or engage with your content.