Marketing teams often get in a rut with best practices. It's easy to find something that works and just keep doing it repeatedly.
However, what works for one project may not be ideal for another. Reviewing your best practices gives you an opportunity to refine your approach and find more success.
Your team should take inventory of their promotional tools every quarter or so, add new things, and test and revamp what they're doing.
By paying attention to what works and replacing what doesn't, you'll always try fresh ideas and be on the cutting edge of the digital marketing industry. Don't be afraid to get input from outside your team about things you should change.
What are excellent practices in marketing?
Statista reports marketing spending is $250.6 billion in the United States, with predicted growth through 2030. Spending in sectors such as digital advertising is in ongoing growth patterns. However, you can also waste a lot of money if your team isn't functioning at top capacity.
How can you ensure you spend your clients' money wisely and get the most impact possible?
Here are the marketing best practices you might be overlooking but can implement today:
Tap into organizational tools
You can do tons of research and understand your audience perfectly, but if your campaigns are a disorganized mess, you're going to miss important elements. One of the best ways to get a team on the same page is by using online project management tools.
If you put the tasks that need to be completed in the cloud and let everyone on the team have access, people will see any holes that need to be filled in. It's much less likely that important tasks should be noticed.
You should also take note of what works particularly well for your team. If you use a new tool and it goes well, try utilizing the same software on the next campaign. If you add a project checklist and it speeds up productivity, add a checklist to every new project to see if you can repeat the success.
Around 75% of people say they recognize brands by their logos. Look for ways to customize campaigns to incorporate brand messaging. Each campaign should be an opportunity to further brand awareness and not just a particular product.
As your client's name grows, the available marketing funds will likely increase. Ensuring name recognition benefits your customers and your marketing agency.
When a customer pulls up in front of a brick-and-mortar store and sees the outdoor signage, they should instantly recognize the logo as belonging to the same company that is advertised on social media.
If they go to the website, they should see the same colors and messaging they do inside the physical location. Every touchpoint is an opportunity to build additional rapport with the audience.
Use constructive peer reviews
Your team should build each other up but also help one another grow better over time. Encourage constructive peer reviews. Any criticism should start with what the person is doing right and then what they can do better and how.
Another method that works well is to have each team member come up with something they want to improve, and then the rest of the team offers support.
People are often quite aware of their shortcomings. Rather than point them out, give them a chance to turn lesser qualities into improvement goals.
Feedback can help your entire team grow and improve all marketing efforts when done in the right environment and with the proper attitude. You may need to train some people how to offer advice gently rather than going for the jugular.
Reward those who not only offer advice but go the extra steps to offer resources or help, so the other person changes and adds to their skills. Also, reward the person who takes steps to learn something new that benefits the entire team.
Repeat what works
When you come across a marketing tactic that works for your client, don't be afraid to repeat it for similar results. For example, you run a holiday ad campaign tapping into the power of augmented reality (AR). Sales increase by 20%, proving the AR ad to be worth the effort.
The next holiday, try a similar ad campaign with a different product and see the results. When something works, repeat it. When something doesn't work, refine or ditch it.
The United States' population will exceed 400 million by 2060, with around 50% coming from minority groups. If you don't already include diversity in your marketing campaigns, you may be missing out on promoting to half your target audience
There are many ways to ensure you include all types of people in your ad campaigns. Think about the photos you use, your language, and even where you advertise.
Sometimes, team members need more awareness of whether they include people from different backgrounds and ages. Remind them of the power of a diverse ad campaign.
One of the best ways to ensure your work is diverse is by creating a marketing team with people from various backgrounds and cultures. It's hard to know how someone who grew up in the inner city thinks if everyone on your team lived on a farm or in the suburbs.
It's impossible to know the challenges a senior citizen re-entering the workforce at age 65 faces if you haven't been that age under the same circumstances. Add diversity to your squad, and you add a lot of input on how other people see the world.
Does your marketing team have a plan in place for how to respond to consumer questions and close the sale?
If part of your regular marketing practices doesn't include consulting with the sales team to figure out how to take people from the consideration stage to the decision stage, you need to refine your processes.
Something as simple as assigning someone from the sales staff to answer any question posted on social media can make a huge difference in how effective your marketing efforts are.
Tap into the power of artificial intelligence (AI) to automate repetitive tasks. For example, you can use a chatbot to respond to common questions and send the customer to a live agent when they need more specific help.
Strive for credibility
Does everyone on your team understand your values as a brand? If the company motto is complete transparency, then don't try slick marketing ploys to trick the user. Everything you put out should be run through the filter of the underlying messaging you want to send to the consumer.
Make sure any promises made in ads are fulfilled for the buyer. You want people to trust the brand rather than just make a quick sale.
Let experience, take the lead
It shouldn't matter who has the most seniority. If one person on the team has the knowledge needed to create the perfect ad, then tap into what they know. For example, one of your team members spent a summer in high school working at the local ice cream parlor.
You just landed them as a client. Who should take the lead on brainstorming ideas for an ad campaign?
While everyone on the team has something of value to add to such a brainstorming session, the employee who worked there has inside knowledge about the company culture and the owners' values.
They have likely sampled the flavors and know which one is best. You can tap into their knowledge to take your marketing campaign to the next level.
Ask for Input
Ask your other team members for input on what you might be overlooking. When you all work together, you can find areas of concern and improve them. Don't be afraid to collect anonymous input.
People may feel uncertain about speaking up against a practice but will tell you their thoughts when they don't have to put their names behind it.
The Last Say
With a lot of attention to detail and thinking about how best to utilize the talents on your team, you'll be an unstoppable force in marketing.
So, get ready to take your marketing efforts one step forward.