With ever-evolving digital marketing landscape and the dynamic shift from current digital technologies to newer technologies, each striving hard to compete with other makes it next to impossible for an in-house marketing manager to keep up with the same momentum.
Every marketer faces challenges of their own. For the most part, we share the same goals of increased sales and ROI, however, some are trying to find talent, others trying to agree upon business needs while doing so, a marketer eventually ends up with information overload. With newer technologies being introduced almost every other month, how do we choose the best technology that fits our business needs and challenges? The talent we are looking for, what are the top 3- 5 skills that are critical doing the marketing management job?
I am sure every marketer has a brilliant idea that gets lost in transition. In order to start your successful campaign journey, start jotting the brilliant ideas on a shared platform, for example – Dropbox, Basecamp, Slack etc. Divide the ideation worksheet into 4 columns Phase 1- Ideas I Phase 2 – Validating/Feasibility I Phase 3- Brainstorm / On Hold I Phase 4- Upcoming.
Whether you are creating a video campaign, retargeting Adwords campaign, an email campaign or a podcast/webinar campaign, each new idea comes with its own set of challenges.According to the state of inbound report, 2016 by Hubspot, generating traffic, leads and providing ROI are the most common challenges as per the report in 2016. Take a look at 2016 data, researched and compiled by Hubspot.
Inspite of challenges, marketers are skilled enough to develop strategies and tactics and make it happen!
Decide and agree upon the campaign objectives/goals and campaign budget. Once you start rolling the campaign, you will need to continuously monitor campaign performance ensuring that the performance and benchmark set isn’t too far away from each other.Here are the next steps post-launch to ensure campaign’s success-
Step 1, MONITOR PERFORMANCE: Whether you are investigating website, or a landing page, or a social channel or any other marketing activity, first we need to determine the metrics we are measuring? For example – for an email campaign, we will measure success by the number of downloads from the email or number of subscribers to my blog or newsletter?
Step 2, ANALYZE– Data driven marketing tactics are most effective for campaign success. If you choose to use google analytics, then look at the metrics and its data. For example – you run an paid ad campaign, the metric for this campaign is to see how many converted clicks were received and from which location, list the demographics, device used, on which days did we receive most engagement and during which hours? all of this data will help you decide on your next step, and that is how to nurture your prospects/ leads.
Step 3, INNOVATE– Once your success channel/ s have been identified from the first 2 steps, you will now begin to look at repurposing, reimagining or recreating content for the effective channels, this is to keep the prospects and customers engaged maintaining a continuous cycle of interaction and meaningful conversations. For example – if you find during the analysis that Twitter was one of your social channels driving engagement and traffic, then this is the channel that will need further innovative ideas to retain engaged prospects and customers. perhaps you could now think of Twitter paid ads based on the findings from the analytics and performance reports.
Step4, IMPLEMENT: Now that you have monitored performance, analyzed data and innovated new channel ideas, you have to set timeline/period to implement. For example – if you decide to create a new landing page with refreshed or newer content, you will need to research and choose the best landing page technology in the market that suits your need. Also, do not forget to run an A/B test with simple variants in order to choose the winning variant. All of these should be contained within a timeframe. Providing an example, here is a short video on how to use the Unbounce platform to create mobile responsive landing pages.
here is an awesome takeaway from Unbounce:
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