Like any other part of your business, it is important to effectively manage your marketing so you can make the biggest impact possible without wasting time and resources.Here are some effective marketing managment tips:
Make a Plan
You will go nowhere if you don't have some sort of marketing plan. It doesn't have to be fancy, but establish a budget, define your marketing goals, what your brand stands for, places where you can reach your target audience, and methods for doing so. This will involve some time and market research but it is crucial to do it well.
To make an effective plan, brainstorm things you might want to do in the coming years. Include product launches, marketing campaigns, and events. Brainstorm ideas and causes you want your brand to represent, like love or sustainability.
Take your time with your marketing plan, writing out the type of content you are publishing, where to get more exposure for your brand, what you will do for product launches, and if there are any big marketing projects you want to do to create a huge splash.
Also think about what you will do for certain holidays and plan it out, as well as future goals and how you plan to shape your marketing to help accomplish them.
You do not need to know right away exactly what you are going to do in the year or for the lifetime of your business, but you should have at least a vague idea about the direction you want the business to go in.
Remember the marketing plan is a good place to start, but it will be subject to adapt and improve based on goals achieved and how your business progresses.
Create more concrete plans on a monthly and quarterly basis, including exactly what you have planned and what you need to do to accomplish your goals.
Schedule Listening Time
Listening time is the time spent finding out what your customers want and what they think of your brand.
This includes responding to issues and concerns on social media, looking at Google Alerts about your company, seeing what questions your target audience ask in your niche and more. Schedule at least 30 minutes a day to "listen in" on your target audience's wants and needs.
Have a Content Management System
You need to be able to easily publish content online in a clean, professional manner to have an effective content marketing system.
Consider using content management systems, or CMS software, like Wordpress or HubSpot to power your website and blog.
CMS software like HubSpot will provide you with the capability to easily schedule, publish, and manage content such as blog posts.
Create a Content Calendar
Creating a content calendar with clearly outlined deadlines, will help ensure you're posts are getting published at the rate you see fit. Make sure you schedule in time for editing and revisions. This is a good way to plan out your content that will help you best fulfill your marketing objectives.
You can use a plain piece of paper if you are a one-person marketing operation, but if content creation takes more than one person then consider using an online shared calendar system such as Google Calendars. This will help ensure everyone is on the same page.
Have a Managing Editor
Having a managing editor can be extremely beneficial, especially if you are getting content from a number of employees or from outside sources.
Even if the content is good, it can flop if it is not well executed or consistent with the brand's message and voice. A managing editor will help ensure consistency across the board.
Whether you have a managing editor or you're editing and scheduling content yourself, be sure to proofread for typos and ensure the content you put out is consistent with the message your looking to portray with your brand.
Readress and Improve
Your marketing efforts will not always hit the mark. Perhaps it is more effective for you to double your article publications on your blog instead of devote the resources for a Google Ads campaign.
Be sure to keep tabs on where your revenue is coming from and where you are connecting with your customers the most and follow the 80/20 principle.
If taken literally, the 80/20 principle means that 20 percent of your marketing efforts will yield 80 percent of your results. This is not necessarily always the case, but often there will be a few really significant sources of conversions and customers while the rest yield meager results.
This is where you can either improve the avenues you got lack luster results in or shift those resources towards sources showing more promise. Your marketing will be a lot more effective if you're growing and improving on an ongoing basis.