“Growth is never by mere chance; it is the result of forces working together.”
It’s time to take a look at your marketing plans and see whether you’re moving toward your goals or away from them. The nice weather makes it hard to stay at your desk, and the rest of your team is feeling the same way. You’re entering the danger zone where it’s difficult to maintain consistency in your campaigns. If you get off-track now, you’re almost guaranteeing that you’ll wonder what went wrong come December. Stop this situation now so you reach your growth rate goals.
Get Everyone on the Same Page
Take a good, hard look at your marketing team. How many people are off doing their own thing, with their own apps and processes? You can ask five people to do the same thing, and they all have a different workflow.
Not only is this damaging consistency in your marketing plan, half of those apps probably aren’t approved by IT and they would have a fit if they found out. Standardized processes are your first weapon to win the war against inconsistency.
You have a shared set of business practices that can be optimized over time, plus all of your new hires get trained the same way. If someone runs into a problem, the rest of the team is equipped to help them overcome the challenge. There are fewer formats to deal with and you can give access to external partners and temporary employees without it being a major production.
Some of the marketing team is going to push back against standardization. They’re happy with the apps and processes they’re using now, and they’re set in their ways. The HR department can help you with the change management plan so you can start the transition without the headaches.
Is Your Software Setting You Back?
Sometimes the tools that you bring in to help you actually get in your way. Audit your marketing business processes and how solutions enhance or detract from the experience. You may have cumbersome workarounds or a lack of integration that’s causing a problem for your team.
You don’t always have the opportunity to replace problematic platforms immediately. Deployment can kill productivity faster than a perfect spring day, so you have to handle changes carefully. Work on the most damaging parts of the systems first so you can make headway against the inconsistencies in your marketing campaigns. A gradual approach allows you to fix problems in the background while the team focuses on the task at hand.
Dealing With New, Shiny Growth Hack Syndrome
Let’s face it. There are a lot of growth hacks that promise you the moon, the sun and the revenue of your closest competition. Accelerating your company’s growth isn’t a bad thing, but it’s easy to get caught up in the flavor of the week that’s doing the circuit around marketing blogs and sites.
The tempting nature of quick, exponential growth is hard to resist. If you keep putting your marketing team on new tactics, they won’t have a chance to focus on the basics and optimize what’s already working. You need to take a step back, get rid of the new shiny syndrome and add in new marketing techniques when it makes the most logical sense for your existing campaigns.
If you absolutely, positively must try something immediately, try to pick smaller scale growth hacks that won’t strain your marketing resources. You don’t want to damage top performing campaigns for an untested opportunity. Stick with your bread and butter tactics whenever possible, as you’ll have a more consistent growth rate over time.
You’re Probably Going to Need More Meetings on Your Schedule (We’re Sorry)
No one wants to find themselves pulled away from their work for meetings. However, if you don’t have frequent check-ins with the marketing team, it’s easy for things to get off-track.The meetings don’t have to be long or in person. You just need to bring the marketing team together to touch base on current campaigns, any problems they’re running into and going over available data.
Sometimes a plan that sounds great on paper does poorly with your target audience. Without meetings, the marketing team may be distracted by other duties and miss performance metrics that indicate a failure. You can avoid that by adapting existing marketing plans and business goals to match the current situation. Don’t throw resources at practices that aren’t working out. Redirect everyone’s attention to the things that are working for your company.
Of course, calling more meetings is easier said than done. Get your team on board by explaining the reasoning behind the frequent meetings. You may be able to put together a fairly unobtrusive check-in process to streamline everything, get the information needed and let everyone get back to what they’re doing. Standardization can come in handy here, too, since conducting these meetings the same way means that the pace stays fast.
You’ll be able to make it past the mid-year slump with the help of consistency. It won’t be long before you have to start making your marketing plans for the end of the year, especially if you’re a retailer or e-commerce merchant, so enjoy the opportunity to make course adjustments before the speed kicks in.