How Companies Build their Marketing at Unfathomable Scale
August 25, 2015 Bryan Kramer
With aggressive growth on the horizon, it’s time to make the transition from start-up stage to an established brand. But how can you make sure your marketing keeps up?
Successful companies use these four steps to scale their marketing. You’ll be on the right track by following these four tried-and-tested steps to scale your marketing.
1. They Identify a Clear Strategy
It’s worth mentioning that as companies grow, to effectively see return on their marketing efforts, companies need to identify clear strategy, goals and targets. Kapost reports how a survey revealed for 69% of marketers, their go-to marketing strategy is to understand buyer needs.
Start with this, and always come back to your buyers’ experience, and your strategy will lead to healthy ROI as you scale.
2. They Develop a Systemic Process
Taylor Radley at Content Marketing Institute identifies an important next step once you’ve identified your marketing strategy: develop a production process. She’s referring to a go-to system that enables your staff to work and collaborate according to a pre-determined and well-considered plan.
As marketing is the life-blood of any business, ongoing programs without hitches are crucial to ensure effective brand management and ROI when you scale your marketing. Identify your “who, what, where, how and why” and lead your team, particularly where content production is concerned.
3. They Hire the Right Staff at the Right Time
They say that the key to success in business is the ability to delegate – the ability to find the right people and lead them to succeed at a shared goal. The same is true for your marketing goals. You can’t just go it alone if you intend to create a consistent, steady stream of top quality content or executing different marketing channels.
Sam Slaughter at Contently recommends not only hiring to scale, but hiring at just the right time. If you’re at the stage of just creating one or two blogs per week, it doesn’t make sense to hire a whole team of editors and writers internally.
However, once you start to stretch your team beyond their capacity, it’s time to invest in hiring the right talent. You’ll need to ensure you can keep up with your marketing goals without compromising quality as you grow. For this reason, hiring and team culture should become part of your strategy, which, in turn, can become integral to your marketing processes.
4. They Automate the Right Areas
Jenna Hanington reports for Salesforce that, businesses that use marketing automation in order to nurture prospects see a 451% increase in qualified leads.
That’s perhaps why Neil Patel at Quick Sprout points out that as soon as your marketing needs begin to build, you’ll start wasting money on redundant tasks that don’t require any expertise to execute. Such tasks would include emailing new customers or emailing your users or subscribers every time you post new content.
You’ll want to maintain the personality and personal touch in your marketing as much as possible. However, as you scale, maintaining a one-to-one communication channel between everyone interested in your brand just isn’t possible. More to the point, it may not be necessary. Automation of key, repetitive and low-skill tasks will be fundamental in scaling your marketing.
Key Takeaway: Start with the 'why' and 'how', and the rest will follow
One of the greatest challenges to business scaling their marketing is to achieve growth without compromising the effectiveness of marketing, or the personality of your brand. Scaling your marketing involves a clear strategy and a clear route to execution without the need to micro-manage every step.
Focus on the why and how repeatedly to market your business at seemingly unfathomable scales.
This post originally appeared on Bryan Kramer's blog
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