A wise man once said, “Look well into thyself; there is a source of strength which will always spring up if thou wilt always look.”
This is one quote from Marcus Aurelius that has constantly been in mind this 2018.
We left 2017, thinking it was the best, worst or the most indifferent year we had. We were all about finding our perfect client, doing the next big thing to increase sales, our brand on social media and even getting customers to promote for us.
Yes! We did have some success and we want to take it up a notch.
But hard truth is, our reason for a change, for improvement, must come from within our business.
Now we are thinking, what the next best action to get us towards increased incomes this year?
What’s the next action to ensure that we increase our customer base this year?
What do we have to do consistently that will ensure repeat sales from old customers?
The answer… “A successful marketing strategy for 2018.”
Truth is, change starts from within and when you work on the inside, you begin to see fruits on the outside and that’s what we are about this year.
So without further ado let’s talk about how to launch a successful marketing strategy for our business this 2018.
There are 3 important notes to change or modify that will increase incomes, save cost and improve service delivery if they are all done right.
1. Organise Your Tactics
Your organisation has got to be aware of where it stands in the marketplace. Many organisations find it a very comfortable position when they are on the charts as “the best service provider of the year” in their industry.
Question is, “Was that a goal you wanted to achieve this year? Are your customers still happy to be paying money for a product that is barely satisfying their needs?”
You need to know what level of satisfaction your customers derive from your products and, the different improvements you need to make within your organisation (for the employees) and outside the organisation (ensuring that the customer’s needs are always met).
3 major things we will be focusing on this year for every organisation to pull off a successful marketing strategy are:
Awareness – Being aware of your marketing strategy and the results you are getting.
Engagement – Being aware of how to speak to your audience both internal (within the organisation) and external (people who are likely to pay money for your service).
Conversion – Being aware of people who pay money for your service and those who are hesitant to do so – find out why
2. Organize Your Training
Please don’t assume your employees know what they need to be doing (a 100%) to help you achieve your goals. Many times, you’ve got to show it to them and/or teach it to them.
You may be thinking to yourself, “then why did I hire them if they do NOT know what they should be doing?”
They have got to be doing what they know in line with the organizational goal not according to what they learned from Harvard or the great University of Ife or Lagos.
Give employees the relevant training they need and most importantly, in line with organisational goals. This will keep them dedicated to the company and make it very difficult for them to get poached.
If you do not have any form of training or capacity building for your employees within a 1-year business cycle for your company, then we’ve found at least one MAJOR reason why you have a lot of things going badly for you.
Untrained staff leads to dissatisfied clients, angry clients, bad customer service, serving products to the wrong audience, increased overhead costs, poor overall business performance and the list goes on…at least until you start doing the right thing, which is training employees in their respective line of work.
The secret is to also leverage cross-training to establish a shared vocabulary, a common goal & a shared respect
• The key to building vocabulary and empathy within your organisation is in cross-training.
3. Organize Your Team
This is the most important factor within the organisation because they set the pace for the company, they close the sales and more times than not, they are the ambassadors to the organistation.
You have to know what you are doing here or else, you will repeat the same things you did in 2017 that didn’t bring the results you hoped for.
So basically, your team is broken down into this set of 5 words. Yes, shocking right but these set of people happen to be very important within the organization.
• Important – these are the key people at every customer touch point in the organization.
• Simple-Minded – they take care of simple tasks that put all the pieces together and make the “important people” look great.
• Paper – Pushers – honestly they are known as the human resource department that deals with making sure the organizational strategy works. If they have to get on their knees with their pens and papers to achieve this, they do it.
• Academics – they do it by the books and that helped, well the finance books.
• Irrelevant – they look irrelevant but they are the neat pieces to the puzzle, security, janitors, etc
This is what we had in the old school.
Let’s take a look at how to build an ideal team needed for a successful business year, 2018 – The New School.
Because it is an integral and important factor in the organistation, we are going to dwell on this.
Steps to Creating a successful growth team.
Step 1 – Align Job Titles To Show They Are Different Positions But On The Same Team
• The Old Model: Marketing/Sales/Support
Marketing hates sales, sales hate marketing, support hates all.
• The New Model: Goodbye all… change the names. Customer Service is now Customer Happiness Officer.
The names matter. What you call something or someone matters. Everyone wants to feel good about they are doing.
Step 2 – Align Your Growth Team With The Customer Journey
– The growth team isn’t just to make money but to make more successful customers. The growth team owns the entire customer journey from stranger to raving fans and then to repeat customer.
“Advertising is the price you pay for having an inadequate brand.” – A Wise Man.
Step 3 – Align The Metrics To Allow For Handoffs… Not Conflict
If you want to change people’s actions, change what you measure.
Key Metrics of the GROWTH TEAM:
1. Content Team: Organic visitors, social growth, social shares, podcast downloads, etc
2. Acquisition Team: Number of leads, Number of “converts”, Return on ad spend. – responsible for unit goals, or unit measurement and not revenue.
3. Monetization Team: Revenue, product unit sales, saves/recoveries (in dollars).
4. Success Team: Tickets answered, Average response time, customer satisfaction score, net promoter score, customer stories, support, etc.
And that’s a wrap. Please find a few action items that will help you immediately implement what you just read. Feel free to comment on the section below, should you have any comment, ideas, and suggestions. Until our next post, take care.
1. Establish new position titles
2. Align the team with the customer journey
3. Align metrics and create a balance of blame.
4. Commit to cross-training (establish a shared vocabulary)
5. Get relevant training modules for the team.