Improving your marketing effectiveness

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Noticed a slow-down in your lead generation, engagement or sales or finding it hard to gain traction?

The marketplace is changing so quickly that it might be time to look more closely at the systems and processes you have in place.

I can help by taking an objective look to recommend practical solutions that will make a difference in your results and improve efficiency. These are the common areas which I can audit and advise you on:

  1. Skills – do you have the people you need to successfully drive your strategy? And do people, job descriptions and internal culture align? It could be time to review your expectations, recruit a dedicated in-house marketing or communications officer or extend the skills of your existing team through mentoring and training.
  2. Internal profile – it’s important that your marketing function is empowered within the business. They need to have a voice at the top table so that they have context for their work and can advocate the value of marketing. Unhealthy behaviours that undermine the marketing and communications function limit your success. High turnover or low motivation can be tell-tale signs of a dis-empowered marketing team.
  3. Systems – from media monitoring services that allow you to track what’s being said about you, to services that let you manage all social media accounts in one place, marketing and communications professionals need a suite of tools to get the job done. Many tools are free or cheap – take Canva, which is a terrific tool for simple graphics or resizing photos without needing the more expensive Photoshop. Having the right tools can boost productivity and improve overall results.
  4. Policies and processes – these need to be reviewed and updated regularly to keep up with changes in the marketing and communications landscape. Doing so can reduce duplication, double handling and boost employee engagement. Cultivating a continuous improvement culture is the best approach.
  5. Customer and market insights – gathering feedback about experiences and revisiting your marketing strategy should be ongoing. It’s easy to embed simple feedback mechanisms into your processes which can alert you to problems before they appear in your bottom line. This can be at the customer and staff level. Regular market research through surveys reveal aggregate views  and when complemented by focus groups and on one interviews with key clients, can throw up surprisingly valuable information that can be used to improve the performance across the organisation.

If you’d like to learn how I can draw on my experience stewarding several national brands please contact me today.