Whether you outsource your marketing or bring it in-house – or some of both – you want to make it as easy as possible for your marketing team to do their job.
This is not just a question of being nice. It’s good business sense, because the easier it is for them to do their job, the more they can do and the better the results are likely to be.
Yet, many companies put up barriers and send their marketing team through an obstacle course that ends up increasing the price of their marketing, while diminishing their returns.
Here are five ways that your company might be self-sabotaging by making it hard for your marketing team to promote you.
One of the worst things you can do is to micromanage your marketing team. Micromanaging anybody is a fairly aggressive stance that will lower morale and increase staff turnover (and therefore, hiring costs).
But micromanaging creative types can actually impede them from doing their job well.
Marketing these days is a combination of data analytics and creative development. The creative component is vital, to come up with the ideas, words and images that will resonate with your customers and potential customers.
If you stifle creativity, or if you override creativity too often, your ads, your blog and your social media posts simply won’t have the effect you want them to have.
The opposite of micromanaging is unresponsiveness. And that is just as bad. The marketing team doesn’t know about your day-to-day operations. They don’t know what:
- your latest projects are.
- what products you are pushing.
- your customers are saying, nor what they are asking.
- seasonal changes you are making.
How can they know? They don’t know…unless you tell them.
Some businesses want a marketing team that can just “run with” it. Marketing becomes one less thing to have to think about.
But if you don’t answer the marketing team’s questions in a timely manner, and if you don’t keep them abreast of your organization’s changes, events and updates, they won’t know what to communicate.
Rest assured that a good marketing team will deliver good marketing. It’s just that it might not be the good marketing you need. Your job is to make sure the marketing team has all the information it needs to do its job well.
Marketing takes time. Some marketing takes more time than others, of course. SEO (search engine optimization) takes more time than PPC (pay-per-click), for example.
While it’s true that PPC starts working almost instantly, there is a lot of truth to the saying that it takes years to become an overnight success. You can’t just turn on PPC.
You have to do your research.
And then set up the landing page, based on that research.
You have to start testing and tweaking and testing and tweaking. In fact, you can’t ever stop testing, even if you can slow it down once you’ve found your sweet spot.
If you don’t take the time to set things up right, you will throw a lot of money at PPC, with possibly no returns or very poor returns. Far from being an overnight success for you, it will be an overnight failure.
Other forms of digital marketing will take even longer, but they are all founded on doing good solid research, and developing good solid strategy.
4. Wrong metrics
Many companies seek the wrong metrics. For instance, they might want to know what their rankings are in Google. Or they might want to know the traffic to their website.
Both of these can be superb metrics to diagnose a problem. But they don’t tell you how well your website is doing. An obsession with rankings can leave a business vulnerable to poor conversions.
If every problem is seen as a nail, one looks only for another hammer to solve it. And so, an all-out effort to boost rankings might give the company an incremental increase in sales.
But a focus on conversion optimization might double sales. What’s the point of sending more people into a funnel that leaks? Don’t obsess over the wrong metrics, and don’t accept the wrong metrics.
Ask critical questions, so that you get the information you need to make strategic marketing decisions.
Then task your marketing team to implement the strategy, without looking over their shoulder and with answers to all their questions.
5. Falling in love
This might be the most widespread problem companies make with their marketing team. Falling in love – not with their marketing team, but with a specific tactic.
A CEO or management team falls in love with video. Or with Infographics. Or with trend graphs.
All of a sudden, the marketing team has to produce whatever the CEO or management team is in love with, rather than what resonates with the audience and makes the best case for the company or product line.
Falling in love is a great way to start a family. It’s also a great way to cripple a marketing campaign.
Don’t sabotage your marketing team
Marketing in 2019 is a complex affair, and it’s only going to get more complex as the years go by. Your marketing team needs your support.
They need your direction. Most of all, they need you to understand the importance of giving them the tools they need, without making them run through an obstacle course to get the job done.
If you are making any of the mistakes above, you’ll get great ROI from making the effort to change those behaviors and approaches.
You pay good money for marketing. Make sure your marketing team can deliver great ROI on that investment.