Efficient marketing efforts contribute significantly to a company’s financial health. It takes excellent marketing efforts for a million other people besides you to accept your new product. As a result, companies in the United States pour millions of dollars into marketing campaigns each fiscal year.
There’s no single way of building a marketing team. Based on varying business goals, different business owners have different expectations for their marketing teams. However, there are some basic principles on which effective marketing is built. Here are five of them to help you in building an effective marketing team.
Marketing is a never-ending process. It mirrors the ever-changing business landscape and needs of customers. Your marketing plan may focus on social media awareness today, and engagement or referrals tomorrow. Maintaining a learning culture as a marketing team is the best way to adapt to these changes. However, there’s no one-size-fits-all approach to training staff. Some companies allow their human resource departments to play the lead role in staff training. Whichever way your company decides to train its marketing staff, having the right team members is where it all begins.
Your company could either opt for a marketing consultant or a marketing coaching services provider, depending on your preferences. It’s very likely for the coach you choose to be in business with other companies besides yours. Generally, a good coach would have an idea of your ideal client in mind to help tailor its training materials.
Also, it’s advisable to develop a terms of reference (TOR) document prior to hiring someone. A TOR document captures essential details of your business and the specific training areas you’re considering. If the market coach knows these details beforehand, they can prepare and plan efficiently for your needs.
Before any coaching session, good coaches usually profile their clients and run several levels of background checks. If you’re a new business, this due diligence may take longer compared to established businesses. Sending a TOR document as a PDF to the business coach’s email might help reduce the need for long processes of profiling your company.
Think Long Term
Marketing involves a fair balance of reactive and proactive methods. When building a marketing team, it pays to always have the big picture in mind.
Take the manufacturers of tobacco products, for instance. The health risks of cigarette smoke and nicotine use have always been a hotspot for drug administration authorities. Following the rise in addiction levels, the tobacco industry was under intense pressure from all angles, including government bodies and lung cancer advocates. Considering the effects of this pressure on growth, companies had to generate new ways of tobacco use. Effective marketing teams had to devise ways of marketing other products like a dip can to their clients.
Today, smokeless tobacco has become an established concept in the global tobacco industry. A recovering user may either resort to gum, snuff, or any other smokeless tobacco product. All in all, marketing teams that plan well for the future can anticipate business needs effectively. With this knowledge, they can steer companies to profitability even in times when the general market is under siege.
Keep in mind that an effective marketing team will likely not get everything right. There’s always a tendency that marketing efforts won’t go according to plan. However, marketing teams need to make periodic assessments of plans for feedback lessons.
For your marketing team to be effective, they’ll probably need to integrate feedback mechanisms into the strategy. Your company can build a custom dashboard to measure KPIs or subscribe to automated marketing platforms like Hootsuite.