Getting back to basics to maximise long term business growth
Successful business growth requires the underpinnings of some basic principles. Getting these in place before attempting more complex techniques is vital for long-term stability. These basics revolve around two critical components: people and process. And in today’s business world, the potential of these two elements can then be optimised by a further investment – technology.
Build a strong team of modern marketers
Recruiting and nurturing a team of marketers who are bought into your company values and dedicated to achieving your company goals is vital. Get it right, and they will fuel the growth of your organisation by generating new leads and maximising the value of existing ones.
Building a successful team of marketers who are right for your brand starts with the hiring process, seeking out individuals that align with your business and its objectives. However, it doesn’t end there. As with any employees, it is essential to offer growth opportunities, invest in them, and support strengthening their abilities through training so that they remain engaged, motivated, and keen to deliver for you.
However, having an outstanding marketing team is only one part of any growth strategy. Marketing teams can only deliver value if the right operating processes are laid out to guide their actions, keep them on-brand and consistent with your company’s ethos and goals.
And this is where the process backs up the people.
Using universal language that everyone understands
It is a widely held expectation that a business’s communication should be consistent no matter what department or person it is coming from. It is this consistency that makes up a company’s brand values and allows your target audience to identify with you. Documentation that includes brand guidelines and terminology use will ensure that whoever’s voice is speaking, the brand identity shines through.
Furthermore, the language used within a company helps set it up for consistency in its activity. Labels for different lead stages or what marketing qualified means, for example, can vary from place to place. Establish what is correct for your business, via a glossary of terms or knowledge bank, to allow clarity in communication of information and help every member of your team understand precisely each lead’s status and how to provide value in the next point of contact to coherently move them along the lead lifecycle.
Mapping out the end-to-end customer journey
The end-to-end journey of today’s customers can be highly complex, with multiple touchpoints and stakeholders involved at various stages. Creating a customer journey map, visually representing each stage a customer goes through before converting, will help you structure when and how to communicate with them to maximise success.
From initial brand awareness via a blog or article through webinar engagement to a customer onboarding programme and invitation for feedback, your customer journey should illustrate how the customer interacts with your brand, its content, products or services. Having this overview will help you understand your customer, their preferences, and pain points better to strengthen the relationship and achieve your end goal.
Leveraging preference centres
Preference centres capture information on what kind of communication people want to receive. Giving your target audience the opportunity to state their preferences is essential in building valuable relationships with them. Simply knowing how often a person wants to receive communication can be a game-changer in whether they choose to spend more time with your brand or not.
Preference centres can also establish how your audience likes to be contacted (email, messenger, text, etc.) and their interests. This critical information enriches your lead profiles and allows you to engage your contacts in a more meaningful way while avoiding contact fatigue.
Make things easier with Martech
Getting these basic processes in order before aiming to build in more complex strategies is vital, and you can help your team do this more efficiently with the use of technology.
There is a Martech solution available to help with every one of these processes and more, from centralising the use of your glossaries or knowledge banks to planning customer journeys, controlling preference centres and managing lead profiles to optimise communication.
The multitude of options may seem overwhelming, but Woolfhodson can help you navigate the noise in the Martech landscape. Focused on partnering with our clients to understand their unique challenges and develop effective strategies, we will work alongside you to create processes and leverage your Marech stack to drive business growth.
People, process and technology; with the three working in harmony, you will have a solid foundation from which to drive business success.
To learn more about how Martech can help you get the basics right, don’t hesitate to get in touch with our team today.