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3 Tips for Improving Digital Marketing Productivity
Running a digital marketing campaign can be a complicated and time-consuming process. From SEO and PPC initiatives to social media management and email marketing, there are a lot of moving parts that require a certain level of attention.
It also moves fast. What counted as a best practice last year gets rewritten, and if you fall behind you lose ground to the competitors who did not, which shows up in revenue soon enough.
That gets heavy fast. The fix is not working longer hours, it is tightening how the work actually runs. Do that and the same campaigns take less time to ship and come back with better numbers.
Here are a few tips that make a real difference in how your digital marketing work gets done day to day:
1. Assign roles and responsibilities
Digital marketing is really a stack of separate jobs: SEO, PPC, social media, email. Each one feeds your brand’s online presence, which means each one needs somebody actually watching it instead of checking in when there is a spare afternoon.
While you can very well get away with having just a handful of people manage all of these things when you’re starting out, it becomes increasingly difficult (to the point of impossible) to do so once you scale up to a certain point.
Make sure you scale your marketing team alongside the growth of your company. Give people specific roles so that they can devote themselves to getting the work done effectively.
2. Remember to keep your eyes on the results
Digital marketing reports back almost immediately. You can see what a campaign is doing while it is still running, down to which ad, which email, and which page did the work.
Now, it would be a shame if you left these ignored. Make sure you keep track of this information regularly so that you can spot problem areas and new opportunities. Then, relay your findings to your marketing team so that they can make the necessary adjustments.
You want to be able to change course quickly. A tactic that worked well a few months ago can quietly stop working, and you only find that out if somebody is watching the numbers.
3. Provide the means to effectively collaborate
Splitting the work into specialist roles only pays off if those people can actually reach each other, so put the infrastructure in place for it. The channels get managed separately, but a campaign only works when SEO, social, and email are all pointing the same direction.
A few things help. Hold meetings often enough that people know what everyone else is working on, and not so often that the meetings become the work. Write down what the company is actually trying to hit so nobody has to guess. And build communication and collaboration tools into the normal workflow instead of bolting them on later.
Any of these will help you ensure that everyone stays on track. It also lets you manage everything more effectively, as you will always know what’s going on within your company in terms of marketing activities.
Conclusion
Do these and your marketing budget starts working harder, this month and a year from now. One more thing worth saying: hiring a marketing agency takes the day to day off your plate, so your own people can stay on the parts of the business only they can run.
Looking for a trusted marketing agencies in Alaska ? We’re a team of marketing experts based in Anchorage, and we’d be happy to help your business grow. Send us a message to see how!
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