Many people get confused when they hear the words like ‘modern marketing’. This is actually not a new discovery or something totally different from existing domains of marketing. Instead, the term is used for a combination of modern practices and channels that shape up marketing in 2015. From print to electronic, search marketing to email, marketing automation to drip campaigns, online ads to social media; there are a range of channels that a modern marketer has to manage. The real challenges lies in creating and managing balance without losing sight of any important channel.
In this article, we’ll talk about the soft and technical aspects of management to beat complexity. Strategically speaking, you can apply these basics to improve your ability to manage cross-channel marketing.
1. Research to Screen Out:
If you are able to shortlist the most effective channels and apply the famous 80/20 rule, the complexity can be managed to a great extent. In this regards, the very first thing you need is to understand what is working the best in your industry? On the customer side, find out what are they looking for? What are the hottest searches in Google with regards to your niche of business? In addition, peep into your past campaigns and find out what worked the best and screen your channels.
Pick up the most useful channel and plan your message according to public needs and searches. Remember, it’s not necessary to ensure omnipresence of your brand; instead, what matters the most is effective presence on useful channels. Successful people always do things differently as per their circumstances and resources.
2. Move Ahead With a Strategy:
According to Brian Tracy, one minute spent in strategizing saves 20 minutes in execution. In order to move ahead on the right direction, you need to formulate a powerful strategy. From our experience, when we started marketing for Makesbridge, we had a limited amount of budget and multiple channels to cover. If we chose PPC or paid advertising, our budget could have been consumed in few days or may be within a week as the cost per click in our niche was quite high. So we shortlisted the channels and allocated budget accordingly; including paid advertising. This little pondering and documented strategy saved us a lot of time and money.
3: Use SWOT & TOWS Matrix:
SWOT analysis is a truly amazing technique for planning and prioritizing. Conduct a SWOT of your strategic options, your existing strategy, and your business model; make the best combination using TOWS matrix. Look at the image and see how companies are making the most using TOWS matrix and SWOT analysis. Combine strengths with opportunities and address your weaknesses to avoid any threat. The point is, simplify things for you and get a list of the best channels to focus on. The fever channel to manage, the less amount of pressure will be on you. In addition, create tight integration between different marketing and sales channels. This will optimize performance, reduce resource consumption and help sales and marketing teams work in alignment.
4. Produce Content That Sells:
Yes, content is the king in every mode of marketing. Be it text, audios, videos or infographics; produce content that sells. By selling I mean, it attracts search engines as well as the viewers. Your audience is the primary target of the content; therefore search their ‘needs’ before content creation. Similarly, we cannot skip the SEO requirements of the content. Therefore, we must follow latest content marketing rules for better results. The last point here is focus more on selling your content than creating more. You can do it by using across channels and reuse it again after an interval.
5. Automate Your Marketing:
This is one of the hottest approaches that has seen boom across B2B and B2C marketing circles. Even in 2015, 41% marketers plan to increase spending on marketing automation. When you automate your marketing; it not only saves your time but also improves performance. It’s like having a 24/7 team working for you even when you are sleeping or not on your desk. Today, there are platforms that offer automation services for email campaigns, marketing, sales, social media and prospect tracking. You can use automated tools to manage your social campaigns, email drips, customer responses
In addition to these suggestions, you can go for formal training. Read about time management, people management, and upgrade your technical/soft skills. Occasional \brainstorming sessions with your team can be phenomenal in improving productivity and team work. If possible, arrange training sessions for your teams where they can learn modern techniques to manage their campaigns, time and resources in an optimized form.
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