Where would companies be without their marketing machines? The right marketing strategy can allow you to reach your revenue goals, build consumer confidence, and keep customers engaged. However, it can be tough to figure out how to move the lever on your marketing if it seems to be stuck in neutral. That’s where adding more resources into the mix can help accelerate your marketing strategy.
The right marketing resources can kickstart your branding, sales, and retention engines in a couple of key ways. Foremost, they can help your employees become more engaged. According to Gallup studies, worker engagement has troughed at around 32%. However, introducing your marketing team members to new systems, tools, partners, and possibilities can recharge them. This allows them to bring more insights and energy to their roles. That’s a good thing, especially in an environment built around creativity.
Another benefit to leveraging untested resources is that you’ll get more insights into how other companies are succeeding. For example, many marketing resources come in the form of outsourced experts. Those experts tend to be happy to share their knowledge with you. As a result, you’ll gain the advantage of understanding the latest marketing trends happening outside of your sector. Likewise, some of those trends may prove valuable for your organization.
Which marketing resources deserve your attention? Below are several options.
1. Integration-Friendly Tech Stack Tools
One of the biggest stumbling blocks for any marketing team is dealing with mismatched software and systems.
It’s cumbersome and time-consuming to move from one platform to the next. Moreover, when your tech stack items don’t talk to one another, you’re forced to manually transfer data. That’s a fast path to human error. To close this common technical friction point, rethink your tech stack. Look for tech resources that integrate with one another.
Let’s say your company uses a customer relationship management (CRM) program. The only problem is that a lot of your marketing tools don’t work in tandem with the CRM system. Now is a great time to resolve that issue.
Similarly, look for alternative software and solutions designed to communicate with your CRM. Or, consider moving to a different CRM that’s compatible with the tech tools your team likes best.
2. Growth-Oriented Strategies
It’s easy to fall into reactive strategies rather than proactive ones.
Reactive strategies can look like throwing together a quick blog because you realized you haven’t posted in a month. On the other hand, maybe it’s haphazardly throwing some keywords on a page you realized isn’t ranking for what you want.
Dig deeper into what you have that is working, what isn’t, and what you need to do to establish significant growth strategies instead.
As explained by Relevance, a growth marketing agency, approach marketing from a more data-focused mindset to see the growth you want for your business. Growth marketing includes tailored approaches to accelerate your marketing strategy based on data, the customer journey and search intent. It also includes looking at marketing from a full-funnel angle rather than merely a top-of-funnel perspective.
These types of growth-focused strategies are going to pay off consistently over time once you start ranking for valuable keywords and converting higher-intent traffic.
3. Efficient Heat Mapping Software
What happens when a visitor lands on one of your web pages? If you can’t answer that question, you’re missing out on opportunities to convert.
Installing heat mapping software gives you a serious leg up on your competition. However, with this resource at your fingertips, you can see exactly how people are navigating your content and web design elements.
Plerdy, a conversion rate optimization tool, shows how users interact with a website to help provide businesses valuable data. Once installed, heat map tools start collecting data based on user behaviors.
Every time a visitor scrolls, moves, or clicks on one of your web pages, the information is recorded. The information is then translated into a heatmap that shows where the page is getting the most attention. As a result, you can adjust widgets and copy to better optimize the page for improved results.
4. Up-and-Coming Consumer Engagement Channels
Your marketing department probably focuses the bulk of your attention on a few channels. These likely include your website and maybe a social media platform or two.
However, you may be missing the boat if you’re not experimenting with other engagement channels. From videos to podcasts to webinars, you have tons of channels that can serve as branding and selling vehicles. Though you might not have time to test them all, you should try at least one every six months or so.
Which engagement channel should you start with? It depends on your target audience.
Choose a channel that appeals to the majority of people you’d consider qualified leads. Then, brainstorm ways to engage with those leads via the channel. Just be sure to stay consistent with your brand voice and ethos.
5. Routine Competitor Research
You can learn a lot by conducting research on your competitors.
An easy way to make this happen is to set up automated social listening and monitoring software. The software will alert you to competitor buzz on Facebook, Twitter, Pinterest, Instagram, etc. While not all the buzz will provide you with ideas, some of it may. Plus, you might see a chance to swoop in and capitalize on a competitor’s questionable moves.
You don’t have to just keep an eye on your competitors, either. Monitoring successful businesses from other industries or categories can be just as useful. There’s nothing wrong with adopting marketing concepts that are working for other organizations.
It doesn’t matter if your department has two or 200 people. Taking advantage of all available resources can enable you to accelerate your marketing strategy and move more rapidly toward your objectives.
