Fearless Marketing Automation

Sometimes fear is healthy. A sense of fear and awareness of my own mortality have prevented me from doing stupid things more than once! But, as Star Wars' Master Yoda tells us, "Fear is the path to the dark side." Although internet memes tell us the dark side has cookies, it isn't very profitable. (Do you know what those Death Stars cost?!) So grab a cookie - because that sounds good now that we're talking about it - and read on to learn some common fears about marketing automation and the facts you need to dispel them and avoid the dark side.

I Don't Know Where to Start

No one person knows it all, which is why you hired an accountant and a lawyer when you started your business. Do some research and ask questions of automated marketing package vendors. Make the best decision you can and know that it is the beginning and not the end. You can always upgrade your system later once you have a better idea of what you want and need in a marketing automation system. The fact that you do start is more important than where you start.

It's Too Expensive

Money is often as tight in small businesses as it was in your first apartment, leading many entrepreneurs to fear that marketing automation and CMS solutions will be too expensive or fail to offer a satisfactory return on investment. Although these products were relatively expensive when they first came to market, there is now an automated solution for everyone. Tiered pricing and subscription services are available to accommodate even a using-paper-towels-as-coffee-filters budget. A few phone calls and a bit of online research to examine pricing will dispel this fear quickly.

I'll Need More Tech Savvy Staff

In the early days of automation, software generated complicated marketing and segmentation reports that only a statistician could love. Since then, both the reports and the software used to generate them have become much more user friendly. Marketing automation platforms now help you create and promote your content, track the results and make adding and managing marketing campaigns simple and efficient. If things do get a little overwhelming while you are learning, you can hire a temporary consultant to help get you through. Online communities and technical support personnel can also help you over any bumps in the road.

My Brand Will Lose Its Personality

People often equate the word "automated" with a robotic, impersonal process, which leads to fears that marketing automation will suck the life and personality out of a brand. But good marketing does the opposite, whether the process is automated or not. Even though content may be automatically sent to interested parties by your automated software, you maintain control over every word and image that the system sends. Your marketing materials will still be as consistent, creative and unique as you are.

My Staff Will Resist This Change

Perhaps it isn't your fear that must be overcome. People are naturally resistant to change, and you may be concerned that your automation implementation won't fly if you can't get your sales and marketing staff behind it. This is a valid concern, but one that you can handle. The first step is to ask your staff for input and help. Getting them involved with and invested in the changes will help them get behind them. Be honest about your fears for implementation and allow your staff to express their concerns as well. Then come up with a plan together that addresses these fears and how to prevent them from becoming a reality.

Fear ultimately has no place in business decisions. This doesn't mean you should ignore fear, as it is sometimes a wise warning to be heeded. The trick is to feel the fear without being paralyzed by it, make your decision and move on. In Dan Brown's popular novel, The Da Vinci Code, one of the characters wisely tells another that "Men go to far greater lengths to avoid what they fear than to obtain what they desire.” Remember this as you make plans for your business and focus on what you want to achieve rather than the things you wish to avoid. Calculated risks are the foundation that entrepreneurship is built on so fear will be a constant companion. Embrace it, as it likely means you are on the verge of something great.