You, if you are a manager, have probably wondered if your marketing department is delivering what it should if the ROI is adequate, right? Plus, you know the department’s efforts are paying off for your company, so your situation isn’t critical enough to dig deep and uncover structural issues in your process.
If what I said represents your current situation, follow along to better understand what to do to improve your marketing performance and how you can increase results by reducing your budget.
What is marketing today?
Inbound marketing and content marketing are the hotshots used by the team of smart city Lahore. The trend is that more and more companies are starting to use these two marketing models to bring results. Posts, eBooks, infographics, etc., are intended to generate leads, opportunities, and, in the end, sales.
Many companies even ask in marketing interviews for someone who has a domain or at least has taken a course in content marketing or inbound marketing, even when these companies do not have operations that require this knowledge.
To get a sense of the advance of Inbound, although they remain important, Google and Facebook Ads are becoming more and more expensive, increasing CAC a lot, since companies that do not work in a niche use these tools a lot, which work in a model of auction.
With this great market demand to invest in content marketing and inbound marketing, we have a labor problem, as these are new methodologies in Brazil and professionals with more than 2 years of experience are rarely found.
A year of experience can be considered a lot, although it does not represent the real value of the professional, as doing inbound marketing and content marketing in an inconsistent way does not generate results and much less value for your clients. Finally, too much time on the market may not represent a real experience.
Who are the marketers?
Professionals in this area, in general, are university students who begin their studies with open courses on the subject and go on deepening as much as possible. English speakers have a large advantage over others, as most of the content on the subjects is produced by American companies. Marketo, Hubspot, Neil Patel, all these names are of importance to professionals in the field.
In Brazil, we have an excellent content marketing course, the Rock Content. I’ve taken international courses and I study continuously on the subject and I can say that their course is really good. Despite this, there is a big problem: many people seek the course without being in the job market and learn that knowledge before needing to apply it. When they need it, they don’t apply!
Remember the selection processes that ask for these courses and certificates as part of the minimum requirements? This becomes a problem, as the course, in this case, will only have provided the professional with a vague vision since he does not identify with the given examples: this professional becomes a true theorist!
The problem of learning and not applying is a problem in the Brazilian learning model. Around here we always learn something before using it, and we can hardly remember what we learned when we needed it. For this reason, I believe there is no better learning model than the on-demand one.
By understanding that learning and applying is more important than learning before needing to apply, entrepreneurs and managers can already see that in-company training is ideal for solving problems of this nature. Rather than asking for degrees and MBAs, the employee can be asked to study something while working at the company or to be trained by the company itself, with courses created specifically for training the workforce, thus focusing more on the professional profile than on super resumes.
The 7 diagnostic signs
Returning to the issue of inbound marketing, content marketing and excess budget, let’s start an X-Ray on your company to know if resources are being directed to the right path, which will bring results and make your team and company more competitive. short, medium and long term.
1. Do you have documentation on marketing processes?
As for the first question, it is not possible to do inbound or content marketing without documenting the processes, knowing why you are doing something. There is no room for guessing, mainly because, in general, the search result is organic, through ranking in search engines, permanence on the site, content consumption, etc. Therefore, there is no money to mask the failure of the process.
If processes are not documented, the chance of losing focus is great, because with the demands of everyday life, small actions that generate great results in the long term end up neglected and not being done. The keywords that should guide the creation of your content may not even be registered in a formalized document shared with the team. Without these basics, it’s harder to reap results.
2. Staff write their own texts? If not, why not?
How can an inbound and content marketing team outsource its main asset? It would be like an accounting firm to outsource its accounting, it doesn’t make sense. If the problem is lack of time, in this case it is preferable to hire more labor.
Personally, I’m not against content outsourcing, but it’s practically impossible to create a textual, content identity through outsourced content being written by people who don’t know your company! If the option was to outsource, adaptations must be made to each text received so that there is an alignment in the speeches.
3. Is your lead generation low?
What is the conversion rate of leads per visitor to your website? If it’s too low, people probably don’t see value in your text to the point of wanting to leave the email to receive more of it. This is a problem that can only be corrected with dedication to building brand value through content.
Visitor-to-lead conversion rates of over 13% are possible. To achieve this result, it is necessary to write good texts, which deliver value to the desired audience, without commercial bias (depending on the funnel stage) and thinking about “what would I like to read if I were the reader?”.
The direct goal of content marketing is not (just) to sell. The sale takes place as a result of the process of building value and trust. When you have that and a product that meets the reader’s needs, naturally the sale happens.
4. Are your texts too short (or bad) and not generating value for your customers?
Think about it, if you don’t even read or like to read the texts your company produces (or pay someone else to produce), how will your customers be satisfied with what they’re reading?
Content marketing should naturally generate content, something that has value. If the past perception is different, you are on the wrong path. And it is very important to understand that shares and likes are not synonymous with results. You must monitor behavior metrics within the site, such as heat maps, exit rate, bounce rate, thus understanding how your reader behaves.
Correlation between reading and shares
there is no correlation between reading a text and sharing it, as in fact many of the texts that are read are actually not shared. According to the research pointed out, people do not always share what they like or read!
5. Do you spend a considerable amount on Ads?
Is your business dependent on Ads? If yes, this is something you need to resolve. In some markets, with very low average ticket or very fast purchase process, I wouldn’t say that it’s worth investing in inbound marketing and content marketing. In some cases Ads are the best investment indeed. But for most cases it isn’t.
6. Are you training specialists?
Do people on your team study what they practice? Are they in constant progress, moving towards knowledge? This is crucial to success. Knowledge in digital marketing is ephemeral and needs to be updated very often.
If your team is not progressing in knowledge, in what way is it generating results? The cost of this is likely to be offset by short-term investments.
7. Do you, manager, value your workforce?
If your team is not valued and it doesn’t matter whether you keep your employees or hire new ones, a sign that your operation will always have professionals leveled down, delivering results below what it should. As stated above, to compensate for this type of situation there is a cost.
solving the problem
To solve these problems, start identifying flaws in your company’s processes. Are your professionals below the demands of your company and are they at least level in knowledge with other professionals in the sector? If not, are you generating enough stimuli for this to happen? Are you creating a knowledge environment?
Step by step to improve your company’s performance:
- Study and structure your process
- train your team
- Reward professionals according to performance
- Identify those that are not in your company’s fit and carry out a new selection process
- Measure what’s important, add value
According to the topics covered in this article by the team of Capital Smart City, it is possible to state that a fat budget masks a flawed process. The absence of a reasonable budget makes us look for creative solutions that generate more value for our customers. This involves looking at the team, creating a structure that works, rather than looking at results first and achieving them immediately.
I can say that the marketing budget in Outbound Marketing is not high, and every new investment must be justified and preferably indicate how it will bring results or value to the work done. Of course, it is not possible to prove value for everything, especially with regard to the consumer experience, which in general can be quite subjective, although it is possible to measure indicators that can indicate the paths to be followed.
So the question X is: Will this improve my reader’s experience? Will it make it browse my site more? Will it make him read my texts? Will convert more?
What I like most about the answer to these questions is that for the answer to be yes, how to do it will be more related to the effort of the manager and the team than to a financial investment.