Through the trials and tribulations of 2020, it’s safe to say we’re ready to say farewell and prepare for a fresh start. As we pick up the pieces and collect our thoughts for the New Year, we realize that marketing and business have changed tremendously, and adapting to the new normal is key to moving forward. So, let’s hit the ground running. We’re sharing three New Year’s marketing resolutions to help you start off on the right foot.
1. Align Marketing Efforts With Sales
It’s no secret sales and marketing go hand in hand. However, you’d be surprised at how many businesses fail to align their sales and marketing efforts. The consequences of this disconnect not only affect the internal team but can also leave potential customers feeling confused and misunderstood. That’s why sales and marketing teams must work together to determine goals, strategies, and tactics that play a significant role in the customer’s buyer’s journey. Marketing professionals can better understand customer challenges by communicating with sales, and therefore, identify opportunities for new initiatives that address those needs.
Below are a few ideas to get started –
Develop Buyer Personas based on your Ideal Customers
Sales professionals can provide input on their experiences with top customers, including frequently asked questions, challenges and overall characteristics. Marketing and sales teams should collaborate when developing personas for a more realistic and accurate approach.
Brainstorm Content Ideas for each Stage of the Buyer’s Journey
Sales and marketing teams should dive into the details of the buyer’s journey and identify marketing opportunities that can address the needs of those in different stages. For example, someone in the discovery stage may not be ready to request a free consultation, so provide them with a free resource that helps educate them instead.
Keep Track of Customer Interactions
The best way to tap into the mind of your customers is by actively listening to them. Sales and customer service professionals should be mindful of every customer interaction and relay any notable trends to the marketing department. Keep track of frequently asked questions and issues as these can identify any friction happening between the company and customer.
2. Rely More on Marketing Automation
This past year has taught us that efficiency is the key to productivity. One way to be more productive is to leverage automation tools, which can relieve your team of tedious processes and allow employees to focus more on the important things (like navigating through a global pandemic). That’s why we always say if you can automate a process – do it. Start by creating a list of repetitive tasks required of your team, such as sending a welcome email to new prospects or scheduling social media posts. Both can easily be automated with the help of a marketing solution, like HubSpot, and can end up saving you time and resources down the road.
Automating marketing processes and scheduling content in advance can help your company be more efficient and advance within the industry. Email and social media marketing are great candidates for automation since they’re both ongoing tactics that require extensive time and attention. Start by brainstorming a list of topics that could be used in an email series targeted towards new leads. This will set the foundation for an email follow-up strategy that keeps contacts engaged and informed, and all you have to do is sit back and watch it perform once the automation is applied.
3. Let Your Website do the Work
Your website is one of the most valuable tools for sales and marketing. It’s likely the first place new customers will go to find your business and the first place existing customers will go if they have a question. We recommend giving your website some extra love this year by adding valuable and relevant information that addresses your audience’s (new) needs. Your website should reflect any changes customers should know about, such as new ways of doing business like virtual consulting or electronic ordering.
In addition to relevant content, include helpful resources that assist customers in each stage of the buyer’s journey. For example, a downloadable eBook or guide can help educate and solve their issue at hand. By attaching the resource to a form, both you and potential customers benefit from this transaction, providing your business with new opportunities that would otherwise be missed.
You got this.
If there’s one thing we learned in 2020, it’s that challenging times bring us closer #Together, a concept that can also be applied in our business and marketing efforts. At PALO Creative, we’re ready to take your marketing to the next level. We wish you a Happy and Healthy New Year filled with new opportunities and ventures.