Technology has enabled marketing to become increasingly automated. Technology once only reserved for big, capital-intensive companies, has now become more accessible for small to medium businesses. In particular, marketing planning software is an example of one of these technologies which is being offered at an affordable price point.
Does your boss frequently communicate with you and provide constructive feedback to advance your skills? Effective dialogue between an employer and employee is an essential element of any companies’ workplace culture. You don’t have to be informing employees on a new process or announcing a new event. Instead, you can enhance team communications by facilitating general discussions and aligning business objectives with everyday communication to encourage employees to work together towards a common goal. It’s found that only 23% of executives say that their companies are excellent at aligning employees’ goals with corporate purposes.
Here is why internal communication in your workplace is essential and how you can implement an effective internal communications strategy to advance operations, enhance productivity and achieve business objectives.
Internal Communication Keeps Employees Informed
The first and foremost reason is that internal communications are essential for businesses to keep workers informed on activities and workplace updates. It’s found that 74% of employees feel they are missing out on company information and news. If employees are unaware of upcoming events or changes to the business, it won’t be easy to perform to their full capabilities. It’s nice staying up to date on news and ‘in the loop’ on everyday situations. This transcends into how we like to be treated in the office.
Ongoing Communication Can Motive Employees
Having efficient internal communication in your business also keeps workers involved and interested in the work. This is important to the success of companies.
Workers have to be interested in the work they are undertaking. It should be expected for your business to have a two-way conversation structure implemented in their internal communication strategy. This is crucial as it makes workers feel like they are being heard and that their opinions and knowledge are valued. We can all agree, feeling valued motivates us to work harder. This connection between worker and employer increases productivity and collaboration and drives business and revenue growth through building an engaging employee community. 39% of surveyed employees believe that people in their organization don’t collaborate enough. This is very important to the success of businesses.
Communication Creates a Positive Workplace Culture
Internal communications build a positive company culture that involves workers in a positive work environment. Employers can feel a part of the business they work for are less likely to search for another job. Creating a positive working environment where employees feel included throughout daily internal communications leads to higher productivity and employee motivation as they think incorporated and valued in the workplace.
Internal Communication Provides Employees With Helpful Feedback
If employers are communicating effectively with employees, this enables feedback and discussion. This can benefit your company by assuring your workers are improving and not making the same errors. This also assists workers in creating meaningful work. Communication between an employee and employer also keeps people calm in times of crisis. It is crucial for workers to be kept in the loop during challenging times and when change happens.
Internal Communication Can Reduce Employee Turnover
Without communication, when working from home, workers often panic and are likely to search for work elsewhere if they don’t feel valued. If workers are not being communicated to frequently, they will form assumptions, possibly even dramatize the situation resulting in further workplace issues. Keeping employers in the dark will never end well.
Now that you know the importance of internal communications within a business, what can you do to ensure ongoing communications? You can implement an effective internal communications strategy that fosters internal and external business values.
How To Develop an Effective Internal Communications Strategy?
Here are some helpful steps you can take to create and implement a new internal communications strategy.
It would help if you planned precisely what your business wants to get out of its communications strategy. You can ask yourself what do you want internal communications to do for your team and company? How will you get there? And what needs improvement? .
Before starting your internal communications strategy, you should plan exactly how you want to improve your communication between your employers and employees.
2. Analyze Current Communication Channels
Forming your communications strategy is more effective when you examine your current channels. It is recommended that you develop a list of all methods used for internal communications before your new plan. That way, you can learn from these and find new ways to advance your communication processes. After this assessment, you can decide whether you keep it, improve it, or replace it.
3. Adopt Engaging Tools
Present your new communications strategy to workers through engaging tools. To ensure your new internal communications strategy is effective, you require the right communication tools. There are many tools and new software programs that make employees engaged with the strategic plan. A 2013 survey by PGI found that 88% of millennials want to work in a fun and friendly work environment. These strategic communications can include fun and engaging communications and activities to make the workplace enjoyable.
4. Communicate Your New Plan
Once you have decided on a new internal communications plan, it’s essential to express your strategic plan to employees in a few ways and one that is visual way. This is because 65% of workers are visual learners, and conveying information to your workers through visuals increases the likeliness of them absorbing the content and being genuinely interested.
Now you know what internal communications is, why it’s essential, and how to implement a new strategy into your workplace. Internal communication can benefit both the employer and employee, encourage workplace motivation, facilitate a positive culture, and advance productivity. If you already have a good internal communication in place, there is always something that you can do to improve it and make employees feel even more valued so review your current strategy and adopt some new approaches that reinforce your business goals and objectives.
Marketing has seen a significant shift over the years – from the types of mediums used, to the intricacies of content developed. Advancements in technological automation and the rise of marketing artificial intelligence have raised several questions about the future of marketing and the professionals that manage the science.
There is no doubt that the world we live in today is staggeringly different from the world that businesses were operating in 20 years ago. Technology has taken over many aspects of people’s day-to-day lives, with mobile phones, laptops, and televisions becoming a major influence. The advancement of technology in the past 20 years has not only affected how we as individuals see and do things but has also impacted the way small and large businesses operate. No longer are we seeing people writing letters to loved ones or saving data to massive hard drives or floppy disks. Today we have instant communication and thousands of GB of data that companies store, analyze, and use to understand the consumer better. The transformation our world has gone through is marvelous, with the future holding ever more optimism.
For small businesses, this constant change can often be frustrating as we navigate through the plethora of different methods for how to market your business that seem to be ever changing. This brings us to the power of SEO in today’s digital era. If you’ve dabbled or researched in marketing, then chances are you’ve heard of SEO (Search Engine Optimisation). SEO, in short, makes your website more visible and assists in aligning your brand up with searched consumer problems, thus increasing traffic and click-throughs to your website. This, in turn, increases your opportunity of converting potential consumers to actual consumers. Below are some of the top reasons why SEO is an extremely powerful tool in today’s digital world.
SEO increases visibility and web traffic
One of the most obvious ways SEO can help your business is by increasing the exposure of your website to the broader community. This makes it easier for potential and existing consumers to find you when searching for keywords related to your business. Naturally, this increases the web traffic directed to your website and thus improves your chances of developing sales. The higher you rank on a search engine results page, the more likely potential consumers will see your website and consider your services or products. This is particularly important as increasing web traffic is often the most important goal of SEO.
SEO builds trust and credibility
Another power of SEO is that it builds trust and credibility between your brand and your consumers. This is extremely important for building rapport with your consumers. Consumers will naturally have a higher trust in your brand if your ranking is higher than your competition. It takes patience, effort, and commitment to build trust with your consumers and also relies on your business consistently producing and offering valuable user experiences.
SEO helps you understand your customer better
SEO does more than increase traffic to your website. It also serves as a tool to understand your customer better and their respective customer needs. Search query data, SERP analysis, and analytic data are tools that allow you to gain insight into user behavior and what your potential consumers want from you. Knowing what your potential customers are searching for in a brand is vital for competing with other companies, as changing consumer needs play an important role in developing future marketing activities.
SEO improves user experience
For your website to have high SEO results, you need valuable content, useful information, and a good user experience score overall, and many other elements. Google’s search engine algorithm considers hundreds of variables, meaning the development of a positive user experience on your website directly correlates with strong SEO results. Therefore, SEO forces you to optimize your site and develop the user experience to rank well, thus providing the end-users with exactly what they’re looking for, an engaging experience.
SEO levels the playing field
Have you ever felt like the big corporations have way more resources and capabilities than your small business, and you will never be able to compete? Google’s search engine algorithms have evened the playing field, making it increasingly easier for smaller companies to rank well. As the marketing field no longer needs large resources to remain competitive, the ROIs for small businesses investing in marketing is growing daily.
SEO impacts the buying cycle
Consumers are spending more and more time online doing everything from shopping to banking and from communicating with friends to watching the news. SEO will enable you to utilize the internet and turn consumers who use digital devices into customers that will purchase your product. With the increasing popularity of digital marketing, companies that would not usually rely on a digital presence for lead generation are seeing increasing value in developing a strong website and SEO campaign.
SEO is low cost
As we have mentioned above, SEO is a low-cost method of generating leads. Therefore for small businesses looking for high ROIs, it would be silly to look past SEO marketing. As Google’s algorithm levels the playing field between big and small businesses, there is no greater time to invest in SEO marketing. Marketing strategies from Robotic Marketer outline ways anybody can improve their SEO ranking through concise and targeted marketing activities.
Now that you understand why SEO is crucial for growing your small business, you may wonder how or what marketing tactics are best used to improve SEO results. Marketing strategies from Robotic Marketer outline how to improve SEO results through a multitude of marketing tactics. Should you or your small business be looking to develop a success-bound marketing strategy, please speak to our expert marketing consultants today.
What is data-driven marketing?
Data-driven marketing is a strategy that focuses on the approach of optimizing brand communications based on customer information. This looks at how consumer behavior has changed over the recent years with the help of technology, allowing consumer data to be analyzed and collected, then used to shape the nature of future marketing activities. New technology is making it easier for marketers to track and provide more personalized marketing campaigns towards their customers by analyzing the data in which has been collected. This collected data is called big data and is crucial to the success of any marketing campaign, especially in this current rapidly changing environment. This data allows marketers to understand current and new consumers’ ever-changing needs and hidden market opportunities.
Benefits of Data-driven marketing
Companies can use data-driven strategies to evaluate and organize their data to serve their customers and consumers better. An organization may contextualize and personalize its marketing to customers by leveraging data to drive its activities, resulting in a more customer-centric approach. It allows your business to understand your customers better and develop more targeted offerings appealing directly to their needs. As well as overall optimizing your business operations, a data-driven marketing strategy allows marketers to use their time better, allowing less time to be spent on basic analysis and more time on strategy development and look at the bigger picture.
How to Create Data-driven Marketing
So, let’s talk specifics. When considering a data-driven marketing strategy, it is important to understand the key elements involved. Therefore, marketers looking to extend into data-based marketing must understand every element and follow these steps to ensure the true value of a data-driven marketing strategy is obtained.
1: Set a well-defined goal
At number 1 is the need for setting a clear and achievable goal. In every marketing campaign, well-defined goals need to be set from the beginning of the campaign. For example, whether your business wants to gain exposure or develop higher customer satisfaction rates, any of these set goals need to be measurable, allowing firms to track their progress towards the intended goal and make necessary changes if needed. There is also a need for goals to be developed alongside deadlines, thereby ensuring that marketing campaigns remain on time and constantly progress.
2: Understand your target audience
Secondly, to achieve success, you must understand your target market. Marketing strategies that emphasize a personalized customer experience perform significantly better in the long run. One way to get better control of your marketing is to continually improve the data quality- applying data checks to confirm the accuracy and reliability of your collected information. Given that data is constantly changing with consumer trends, a constant need for accurate, current, and updated information underpins all success within a data-driven marketing strategy.
Another way to ensure you are meeting the consumer needs of your target audience is to use predictive analytics. By doing so, marketers can identify consumer behavior patterns in company data, make key changes to relevant strategies, and help explain recent trends before they occur. This data can then identify which customers are considered high quality (business will put in time and effort with these) and which are considered low-quality customers which are not worth the business putting time and resources into targeting. Recent research by Invesp showed that 88% of marketers use data obtained by third parties to understand their consumers better. In addition, businesses that use data-driven personalization recorded between five and eight greater ROIs within marketing budgets.
3: Select your best marketing channels
Next on the list is coordinating your marketing channels. The omnichannel approach works to combine, align, and coordinate all marketing across the different channels available. When selecting your best marketing channels, marketers must consider how the target audience will use each channel and choose the most relevant. To implement automated omnichannel marketing, there are three crucial steps marketers must follow. First, marketing channels must be chosen, such as social media or paid influencers, while considering how the target audience will engage with each source. Next, marketers must establish modeling and attribution to ensure the data is categorized and presented effectively. Lastly, marketers must complete regular data checks to confirm the accuracy, relevancy, and legitimacy of information, especially when data is constantly updating.
4: Serve appropriate content
Another must-do when creating data-driven marketing is sharing appropriate content that aligns with the campaign’s focus and company goals. To do this, all previous steps must be met, specifically understanding your audience, as if not achieved, the content will be irrelevant. Marketing the right content involves two key elements. Firstly, it is important that marketers continually update the central marketing messages and adjust campaigns according to firm goals. Secondly, all marketing campaigns must be analysis-based marketing decisions. This means that rather than going with what competitors are doing, marketers must ignore the ‘noise’ and instead focus on what their data is saying. Effectively using and understanding what your specific data is saying helps determine what material works and doesn’t for your target audience at each stage of the purchasing process.
5: Track your campaigns
With the constant evolution of marketing, it’s crucial to continuously evaluate campaigns and advertising strategies from a data perspective to understand market opportunities. To track your campaign’s success or lack of success, marketers should use big data to analyze the ROI of their marketing techniques and use this data to guide future efforts. Making sure marketers and analysts keep track of marketing-related data is important as the results can be used to update key stakeholders on your progress and confirm what is and isn’t effective. Furthermore, by tracking the success of different data-driven strategies, marketers can use what they learn from data patterns to execute future campaigns. Tracking your marketing efforts is crucial to seeing your campaigns remain on track and progress is continually being moved.
Looking into the future, marketing in the next years will shift towards becoming increasingly data-driven. Interestingly, 71% of marketers will implement big data analytics into their marketing strategies in the coming three years. Thus, companies who can use insights obtained from the data they collect about their consumers will easily have an advantage over their competitors. Nowadays, data-driven marketing is a central technique in developing brand loyalty, giving companies a competitive advantage. These five steps to developing a data-driven marketing strategy allow today’s marketers to grow at rates like never before and understand greater depths of consumer needs.
If your business wants to develop a data-driven strategy bound for success, speak to our marketing consultants today.
What is a marketing strategy?
A marketing strategy is essentially a framework that outlines your company’s long-term direction and marketing objectives – typically leading to an ultimate gain in consumer conversions. It is a comprehensive plan that breaks down the whole process of the customer journey into how to effectively engage the customer at each stage, keeping budget and resources within an appropriate range.
Why are marketing strategies crucial to success?
Marketing strategies do not have to be rigid; they can change into whatever the company deems fit as trends change, consumers profiles change, and business goals change. What is important is that there is a solid framework and vision behind every marketing operation.
Without a marketing strategy, it is easy to lose focus on marketing goals and quantify marketing progress. Without vision, employees may have differing ideas of their company’s objectives. When multiple people try to achieve different things, it’s unsurprising that your company will be unsuccessful. A marketing strategy will increase clarity and help achieve a more cohesive vision.
A marketing strategy with specified goals and outlined activities decreases the chances of overshooting the budget. Consistent and routine marketing is often more successful than sporadically throwing money into different forms of marketing. A concise marketing strategy ensures that your money isn’t being wasted and that the allotted amount is being used efficiently and effectively.
Through setting clear objectives, the most relevant KPIs are chosen to measure performance and provide stepping stones to guide the performance of marketing tactics. Without successful measurement of results, the company lacks learning since valuable consumer data isn’t being properly leveraged nor comprehended by the marketing team.
Marketing strategies can also allow companies to understand their own customers better. Through identifying their product offerings, pricing, and target consumer segment, the company can create a target consumer profile and better service offering. A proactive marketing strategy will see you learn more about the customer and their interactions with your company, identifying issues with your service offering before they are even addressed as critical issues and ultimately assisting in the future development of your business.
How do you make an effective marketing strategy?
Before a company can launch an effective marketing strategy, they need to research their marketing landscape and understand who they are and what they are as a business.
It is important to have a clear idea of:
- Value prepositions (using the 4P’s)
- Strengths and weaknesses, as well as threats and opportunities.
- Your target market and their needs
With these in mind, you can begin developing a marketing strategy.
What are the objectives of your marketing strategy?
Your goals for your marketing strategy are key to achieving your overall business goals. Thereby your marketing goals should be used as a method of achieving your business goals. Perhaps a business goal is to achieve greater market share. Therefore, your marketing strategy would be to expand through greater brand awareness. At this point, it is helpful to follow a SMART goal guideline to ensure you have the greatest chance at achieving your goals.
SMART is an acronym for: Specific, Measurable, Achievable, Relevant, and Time-bound. A specific goal ensures the What? Who? Why? – of a goal is answerable and prevents a goal from being too broad. A measurable goal is crucial to seeing results, allowing for the tracking of progress, consequently allowing you to stay on task. Is the goal achievable? Is it reasonable? Sometimes, biting off more than you can chew can simply be setting yourself up to fail. Ensuring your goal is relevant to your business, and your economic environment ensures only worthwhile and achievable goals are pursued. And finally, time-bound goals that answer where you envision your business in 6 months foster focus and motivation.
1. Scope out the current marketing trends and landscape
Is there a current observable market trend? Trends are opportunities, and by successfully leveraging trends, business growth can be exponential. Perhaps, consumers are more frequently engaging through online transactions due to Covid-19 restrictions, or perhaps there’s a new trend on social media providing huge growth in gardening or baking. Capitalizing on trends and even trying to predict trend directions can prove fruitful since consumers are more likely to engage.
2. Create a customer persona
Ensuring you know who your customers are is pivotal to business success. Developing a profile of your most valuable prospects using demographic data, educated speculations, and consumer profile data is crucial to understanding your customer’s purchasing decisions. One message rarely ever works for everyone, and by creating different marketing approaches through success, target market segmentation will see you obtain overall stronger marketing success.
3. Create measurable goals
KPIs are incredibly important to quantify qualitative results and determining which metrics provide the most insightful and valuable results. Analytics such as leads generated or conversion rate helps you keep track of what your audience most actively engages in and how to shape your future efforts.
4. Specify and outline techniques
Evaluating which digital channels are most appropriate to incorporate into your marketing strategy and whether owned, earned, or paid media is best sets up the marketing strategy for success from day 1. Ensuring that a budget is set and adequate resources are distributed amongst marketing channels is crucial to achieving overall marketing goals. There’s no point exhausting detailed and thorough planning with a poorly funded and executed plan. The ‘how’ is equally as important as the ‘why’ ‘who,’ and ‘when.’
5. Reflection and evaluation
You’ve now mastered your marketing strategy and implementation. However, it’s not time to kick back and relax. Analyzing the results of your strategy is almost as crucial to success as the strategy itself. Valuable data emerges from both success and failure, but data is simply a number in a spreadsheet that provides no future improvements without analysis. A successful business is always learning. It’s a non-stop cycle that is vital to keeping a competitive edge.
Marketing Consulting Firms
The marketing strategy was never said to be easy work, but it is necessary to set up your marketing department for early success. Thankfully, there are many expert marketing consulting firms out there to help businesses like yours achieve their goals. Robotic Marketer utilizes data-driven marketing strategies to ensure that your strategy can be smarter, more intuitive, and more sustainable to achieve success. These companies are out there to tap into your business’s potential and help more consumers realize how amazing your product truly is.