If you want a successful marketing campaign then you need to start with a strong foundation. As the CEO of your company, here are seven questions you need answers to. Whether you have an in-house marketing team or choose a digital marketing company like Webstract, it’s essential that you know where your team stands.
How is success measured?
What’s the customer value proposition?
Who is our target audience and how do they want to be communicated to?
What tools are needed to build a successful campaign?
Are current, new, and former customers being marketed to?
Should we hire a marketing agency?
When will our marketing strategy start to pay off
Your marketing team needs specific, measurable metrics to track your progress. It may be via SEO, social media curation, pay-per-click advertising, email marketing, or a number of other metrics. However, you need to know how your marketing team is defining success and what is driving revenue.
What exactly is the marketing team offering your customers? How is your product or service being promoted? Are customers responding? Remember that all marketing materials are designed to be interesting, useful, and informative to the customer. If they’re not, then they’re not successful.
“Know your audience” is not a new concept, but in today’s world of digital marketing it must be looked at a little differently. You want to know how your marketing campaigns are targeting your best customers, and how they’re continuing to communicate with them. Your goal is to have customers continuing to come back and for new customers to follow them.
In years gone by, the tools marketers needed were tangible. Today they typically aren’t. Find out what your marketing team needs when it comes to online tools, analytical data, management skills, and various systems. Is there a program they don’t have that could boost their success? You don’t necessarily need to invest in every new option on the market but it’s always a good idea to communicate with your marketing team about their wish lists.
There are different techniques used for different types of customers. For example, a repeat customer has different needs than a customer that’s stopped using your service or product. A new customer will need different attention as well. You should have marketing options for everyone in the funnel.
If you have an in-house team then you need to ask them if it would make sense to hire a digital marketing company. You’ll need to factor in things like the size of the team you have vs. the size of an ideal team, the cost, how manageable it will be, etc. Remember that hiring a marketing agency doesn’t necessarily mean letting your marketing team go. It may make more sense to bring on a company like Webstract to work with your current marketing department rather than hiring several more full-time employees.
When it comes to marketing, time is essential. You need to know not only what the marketing moves are but when they’re likely to start paying off. For more information on all your marketing options, reach out to Webstract today for your free personalized quote.