Digital Marketing Agency Operations Tips – Successful Marketing Campaigns
Digital marketing is a fast-paced space, one in which you must remain agile to succeed. Digital marketing agencies are no different. In today’s digital world, marketers are constantly forced to iterate, innovate, and pivot based on new information. In order to walk away with the win more often than not, an effective digital marketing agency needs to have their operations in check at all times. With so many moving parts within an organization, keeping track of everything can be a challenge. But with the right processes and procedures in place, your marketing team can hit their KPIs on target every time. Take a look at these 6 tips for successful marketing campaigns that will help your digital marketing agency run like a well-oiled machine.
Track Everything in Your Marketing Campaigns
You must track everything for a few reasons. First, if you don’t track it, then you can’t measure success. If you want to improve your process, you need to know what is actually happening in the first place. This will help you to improve in one of the biggest areas of digital marketing, which is optimization. If you can find the areas that aren’t working, you can improve. If you don’t track anything, you won’t know what needs improvement. To track everything, you’re going to need to have a robust marketing automation solution that can track all of your digital marketing efforts. This means website traffic, leads, social media traffic and shares, and more. With this data, you can go back and see trends, which will help you to improve your marketing.
Standard Reporting Tools For Digital Marketing
Setting up reporting is one of the first tasks we do when taking on a client so we have proper reporting on the work we are doing. The standard B2B stack typically has the following elements to it
Website Traffic Reporting
SEO Tools
CRM
Email Marketing
Define Success Before You Jump In Head First
Your team needs to have a goal in mind before they start to execute on a digital marketing campaign. This can be anything from generating leads to increasing sales, or anything in between. Whatever the goal is, make sure that the team is aligned around the objective. Once your team has a goal in mind, they should be able to figure out what efforts they need to take to get there. This can help to eliminate some confusion and miscommunication. Instead, your team will have a clear path to follow. Having a clear understanding of your objective can help to eliminate waste. This way, your team will know what efforts to prioritize, and they’ll know what efforts shouldn’t get much attention. This can help to eliminate confusion internally as well. Knowing what goal needs to be achieved and why can help to alleviate some confusion.
A Few Marketing Pointers
- Work with your sales team and determine at what point does marketing qualify a lead as MQL
- Set up google analytics goals to make sure you are tracking all form fills.
- Work with your sales leaders to estimate the value of a lead in dollars to use later to evaluate your campaign ROI
- Map or measure how many touch points its takes to get your leads to close.
Establish Strong Communication Channels With Sales
Sales and marketing need to work together. However, sometimes communication breaks down between the two departments. This can lead to waste, confusion, and frustration. To avoid this, the marketing team should have strong communication channels with sales. This can help to make sure that sales has what they need to close deals. It can also help to make sure that marketing is providing sales with the leads that they need. Part of this communication can include having marketing provide sales with a clear picture of what their needs are. This way, sales will know what type of leads they need to close deals. This can also include marketing providing sales with a clear picture of what they need to be successful. This can help to eliminate frustration and wasted time.
Helpful Tip: Find your top sales leader and find out what pain points he or she closes deals on. You would be surprised how many marketing teams forget that they need to talk to sales.
Develop a Roadmap for Measurement
Your team should have a roadmap for their measurement efforts. With a roadmap, your team will be able to see where they are currently and where they need to go moving forward. This can help to make sure that your team is on track to hit their KPIs. It can also help to make sure that your team is spending their time wisely. When your team has a roadmap, they’ll know what they need to accomplish and what efforts are most important. This can help to eliminate unnecessary work and wasted time. It can also help to make sure that your team is not getting behind at any point.
You would be surprised how many Marketing departments don’t have a fully baked-out plan. Creating a plan and goals cuts back on the consent changes when decision-makers finally look at the marketing campaigns.
Don’t Let Things Slip Through the Cracks
No matter how big or small your team is, there’s always going to be something slipping through the cracks. Things like standard operating procedures (SOPs), marketing processes, and more might not get implemented on a consistent basis. This can cause issues in the long run. To make sure that this doesn’t happen, you need to make sure that your team is not letting things slip through the cracks. This can be done by having your team implement checklists and standard operating procedures (SOPs). This way, your team will know what needs to happen and when it needs to happen. This can help to eliminate confusion on a consistent basis. It can also help to ensure that nothing is slipping through the cracks.
Create an efficient approval process for all stages of your campaign development. Check the boxes and move on. Don’t forget to take time to review your processes with your team and decision markers after you have completed a few campaigns. The is no one perfect cookie cutter plan for all marketing teams but taking time to review your processes will make for a happy marketing team that runs efficiently.
Conclusion
Digital marketing is a fast-paced industry with tons of moving parts. To successfully manage campaigns, it is critical for an agency to have their operations in check. This can be challenging, especially when dealing with employees in different time zones and different skill sets. These 6 tips can help agencies walk away with the win more often than not. They will help teams track everything, define success, establish strong communication channels with sales, develop a roadmap for measurement, and let nothing slip through the cracks.
