Like many others, we’re still working from home and socially distancing here at ShakeWell Creative. Like everyone else, we’re online every day, working and communicating with clients, friends, and family.
Business as usual for ShakeWell means exploring the way other companies are currently marketing, both e-commerce firms and service-based businesses. Our clients routinely ask us about marketing automation, and it’s a service we’re proud to offer as part of our digital strategy services for clients. Since we’re in the space, we’ve taken note of some of the biggest marketing automation faux pas we’ve seen in the marketplace since COVID-19 began.
Let’s go through a few of the biggest automation mistakes to ensure your business is market-ready.
Mistake #1: Lifestyle Mismanagement
Many coaches, brands, and personalities out in the marketing world base their advertising efforts on the glamorous life. Meanwhile, one of the most notable responses to celebrity VIP posting during the COVID-19 crisis was contempt for how easy celebrities seem to have it.
Remember the video featuring Gal Gadot and other celebrities singing John Lennon’s “Imagine”? The video was perceived as tone-deaf about what everyday people were going through. If glamor, “the good life,” and luxury items are your brand, now is a time to play it safe and focus on charity efforts, relief, and making the most of a bad situation without the selfies and videos from the seaside mansion.
For lifestyle marketers using automation, even an opt-in confirmation thanking people for signing up for “fabulous tips, tricks, and travel for living the good life” can be perceived negatively. If you’re an influencer using automation, now is a good time to dig deep into how you’re using automation to make sure there is no copy going out that could bring negative equity to your brand.
Mistake #2: Not Knowing Your Customers
Most of us go into marketing and business having some idea who our target customers are. Knowing your target customer is crucial when it comes to marketing, especially now.
If you’re sending out specific one-time offers to generate a little business, especially if you’re using automation to do it, MAKE SURE YOU CANCEL any existing automation targeting businesses who are struggling or closed. We all know healthcare businesses are seriously overburdened, and many other businesses are still closed. If your customers aren’t properly segmented and likely include closed businesses, your best bet may be to turn off your marketing automation and rely on one-time broadcasts. This may also be a great opportunity for you to go ahead and segment those audiences based on industry.
Mistake #3: Mailing Too Often
Particularly if your audience is struggling during a crisis, emailing too much is the best way to lose people from your list — especially if your emails are automated messages asking the customer to spend money they may not have.
Now is the time to market smart and lean, and to be very careful with messaging. Remember that your marketing messaging should embrace quality over quantity in every way, build trust, and make offers that benefit your customer first and foremost
Mistake #4: Issues with Tone
When you’re broaching sensitive topics, tone is everything. Here’s a good rule of thumb: Imagine you’re writing copy that will go directly to someone who has lost a loved one, a job, a home. How can you offer something to them, both in your body copy and subject lines, that increases confidence and truly assists them during a difficult time? How can you make sure your tone doesn’t create negative emotional equity and doesn’t damage your relationship with your customer? It’s VERY important to take care of your customers and always support them, especially during tougher times.
When it comes to marketing automation during difficult times, you should focus on building trust, positive equity, and always keeping the needs of the customer in mind.
If you’re in need of reputation management advice, please reach out. We’d love to help you with your specific situation.