Marketing teams have many key responsibilities to their employers or clients. One is simply to deliver the strongest possible return-on-investment. As a marketer, you need to develop and implement campaigns that yield results, all while staying within budget.
This doesn’t need to be as challenging as it may sound. By applying the following ideas, you’ll effectively scale your marketing efforts, boosting both ROI and brand awareness in the process.
Review Current Processes
Marketing is competitive. With so many other brands vying for the attention of customers, it’s easy to focus all your energies on developing interesting and unique campaigns that stand out in the crowd.
This is understandable. However, focusing so much on this aspect of the job distracts you from another crucial task: frequently reviewing your overall processes to identify inefficiencies.
Making this a priority is essential for any marketing team. It’s particularly important at fast-growing companies. When organizations grow at a fast pace, marketing departments often grow right along with them.
That doesn’t mean they should. A marketing department that’s too large becomes difficult to manage. Thus, before taking any other steps, you should thoroughly review all your current processes to find out where you’re already wasting time and money.
Pay attention to as many details as possible when reviewing the way your team works. For example, some content marketers find they’re using content management systems that are more expensive than necessary. Simply switching to a new CMS can help reduce the budget without negatively impacting the quality of your marketing content. Although it takes time to review your processes in this capacity, the long-term benefits are worth the investment.
Coordinate with Your Team
Again, as an organization grows, its marketing team will often take on new responsibilities. You need to ensure your team is prepared to do so ahead of time.
For instance, at new startups, various employees often wear many hats. While someone may technically work in the marketing department, they might also be responsible for helping purchasing find useful marketing tools. Employees who are already stretched too thin will find it difficult to keep up with growth if they’re asked to handle even more tasks.
That’s why you need to proactively look to the future when considering your marketing team’s bandwidth. Coordinate with team members to find out how much more work they can take on, and coordinate with other relevant managers or executives at the company to better understand the organization’s short-term and long-term growth potential. Doing so helps you decide whether your current team is ready for more work, or whether you need to hire more employees to prepare.
It’s also important to find out what expertise and tools the marketing department will need to handle future responsibilities. Although you can hire new workers if you think your current marketing team members lack knowledge that will be essential in the near future, you might also work with decision-makers at the company to provide your employees with relevant training opportunities. Taking such steps have been shown to boost employee engagement. Your team might become even more productive if you give them the resources they need to thrive.
Standardize Processes & Reporting
Odds are good many tasks your team is responsible for tend to be recurring. A basic example would be completing a social media marketing calendar when launching a new campaign. Although the specifics of each new campaign may vary, the steps involved in completing this task are generally the same.
You may have plenty of tasks like this. Identify them when reviewing your processes. When you know what tasks tend to recur frequently, you can create templates and standardize processes for completing them. This helps your team operate with greater efficiency.
It’s also a good idea to find a reporting dashboard that can provide you with fast, easy-to-digest updates on campaign performance. You want to clearly see what’s working and what’s not, in order to make changes fast. For instance, marketers often waste money and time using the wrong social media platforms when implementing campaigns. A dashboard can tell you if a given campaign is performing well on one platform, while failing on another, letting you know it’s time to focus more on the platform that’s delivering the best results.
Standardizing processes in these ways also gives you more time to focus on essential work. Templates for recurring tasks make it easy to delegate them to employees, and reporting dashboards help you avoid wasting hours upon hours reviewing campaign performance with your team.
Automate When Possible
Treating leads and customers as real people is crucial to your success as a marketer. One survey indicates 86% of consumers believe personalization is a significant factor to consider when deciding whether to make a purchase. You don’t want to make the mistake of assuming your leads are one homogenous group.
However, that’s not to say you can’t take advantage of automation in some instances. For example, it’s been shown that segmenting an email list boosts open rates. Marketing emails are simply more likely to attract clicks when followers receive content that’s relevant to their interests. If your brand offers a range of products and services, not all of them will appeal to all customers. Segmenting your list into smaller sublists is therefore an easy way to offer greater personalization.
Luckily, you can still automate the individual campaigns for each sublist, just as you would automate social media posts. You could also learn more about leads (in order to offer more personalized service) efficiently with a machine learning program. Quite simply, finding ways to leverage automation without sacrificing personalization should be among your top goals.
Track the Right Metrics
You probably already know that tracking metrics and monitoring campaign performance is key to making improvements. You need to know what you’re doing wrong in order to start doing things right.
That said, simply tracking metrics isn’t always enough. You also need to ensure you’re paying attention to the right metrics. For instance, perhaps you’re paying so much attention to how many leads a campaign or channel generates that you forget to measure conversions, ignoring how many of those leads become actual customers. Or, maybe you’re focusing on how many visitors your blog receives, while neglecting how often readers seem to be engaged with your blog.
The goal is to dive beneath the surface when tracking metrics. Again, when reviewing your overall processes, consider which metrics will provide you with the clearest picture of ROI. These are most worthy of your attention.
It’s important to remember that scaling marketing takes time. The more you look for opportunities to boost efficiency (and look for current inefficiencies), the more you’ll understand what changes your team can and should make. Scaling marketing isn’t a one-time task: it’s an overall approach to your work.