It doesn’t matter if you’re a well-established tech brand buying up Super Bowl ads or a local non-profit hanging flyers in the grocery store. All businesses have to figure out how to market themselves effectively and increase the performance of their marketing team to see success.
3 Tips for Improving the Performance of Your Marketing Team
There is a lot of information about how to market your brand. However, it ultimately comes down to how you support your marketing team. If you’re struggling to get what you want out of your promotional efforts, here are a few tips to improve the performance of your marketing team.
Set the Stage
Let’s start at the beginning. If you don’t create the proper marketing infrastructure required to succeed, it’s going to hamper the performance of your marketing team.
The individual demands of each marketing department will vary depending on things like the size of your budget and the scope of your goals (more on those in a second). One thing that never changes, though, is the need to know your audience.
With that said, make sure your marketing team has a clear understanding of your business’s current audience. One of the best ways to do this is by conducting ongoing market research, collecting customer feedback, and then creating and updating buyer personas. Hubspot has a helpful buyer persona template that you can use to create an image of your ideal customer.
It’s also a good idea to come up with brand guidelines. This is a document that codifies the look, feel, voice, and tone of your brand. Your marketing team can use it to guide their content creation. It ensures that everything they make feels like it comes from the same company, regardless of the setting or kind of content in question.
Set Goals and Communicate
As your marketing team works on campaigns, it’s important to set clear goals to guide them. Shopify’s Customer Acquisition Program Manager, Shanelle Mullin, points out that “The key to setting achievable marketing goals is to spend time evaluating your current position. Many startups set lofty, unattainable goals and end up discouraged, which can be detrimental in the early days. On the other hand, some startups set easy, insignificant goals and end up missing out on growth potential.”
Mullin goes on to explain that marketing leaders should consider details like past performance and your current stage of growth to set attainable goals. She adds that “The single most important thing to remember about marketing goals is to stay focused.”
With that in mind, don’t just state a goal. Find ways to keep everyone zeroed in on what you’re collectively working toward. Use workflow tools like Trello or Asana to create benchmarks and deadlines and to measure the performance of your marketing team. That way, each team member has an easy way to reference what they should be working on at any given moment and can track their momentum.
Collaboration in a marketing team is critical to the success of a brand. Open communication enables innovation, drives customer engagement, and ensures effective brand messaging.
Analyze Your Data
Putting the effort in upfront and during your team’s marketing efforts is important. But you can’t stop there. In order for marketing to work, you need to also follow up and analyze the results of your labors. Where is your marketing working? In which areas can it use some tweaking? Where does it need a complete overhaul? What was the ROI of your campaign?
The problem is figuring out what data to use to analyze the performance of your marketing team’s past success or failure. Marketing isn’t like sales. You can’t simply reference a dollar figure and use it to set future goals. Marketing activity is fluid and often difficult to interpret.
That doesn’t mean the information is non-existent. In fact, there are many marketing tools that provide plenty of data. Most social sites, search engines, and even website builders can give you copious details about your marketing activity.
The problem is reconciling everything. Erik Huberman, CEO of Hawke Media, states that “Marketers need a global field of vision, a way of seeing what is working and what is not faster and more accurately. By arming marketers with the right information timely, better strategic decisions can be made, and ultimately better results achieved.” Utilizing AI marketing tools like Hawke AI can help bring marketing data together into a central dashboard to provide meaningful marketing insights.
These types of data-driven insights are beneficial in a few ways. One, they can help identify trends that are important to keep a pulse on. Two, they can help provide you with a clearer picture of ROI and budget. Additionally, they can help identify campaign performance issues.
You Can Improve the Performance of Your Marketing Team
Marketing is a critical part of business success. From brand awareness to customer loyalty, the ability to effectively market your company’s goods and services plays a critical role in maintaining viability over time.
Use the tips above to review your marketing team’s activity. From infrastructure to workflow, goals to data analysis, where can you improve the performance of your marketing team in the future?