As a marketing agency, we’re often brought in to help when in-house marketing staff needs a hand-up – or in extreme cases when bosses have laid off marketing staff because they don’t see a return. If you find yourself in one of those situations where you’re marketing department isn’t providing results, and your own marketing skills can’t help, then this blog is for you. Learn how to better manage your marketing staff to make sure you’re getting the most out of this critical department.
Understanding What Your Marketing Staff Does
Depending on the size of your company, your marketing staff may wear other hats or be deeply integrated with your sales department. While you’re familiar with the goal of marketing – to drive sales of your product or services – the how might elude you. Here are some of the common practices:
- Online Presence & Reputation: Maintaining your website, creating SEO content like blogs, managing your brand on listing/review platforms like Google Business, Yelp, etc.
- Social Media Engagement: Maintaining your brand on selected social media platforms, including posting, engaging with users, and responding to comments and messages.
- Mail and Email Marketing: Physical or virtual mailings, including creating and maintaining mailing lists, creating content, and scheduling delivery.
- Advertising: Offline or online advertising, including website, Google Ads, and social media advertising. Building and maintaining ad campaigns and boosted posts.
Potential Marketing Issues and Solutions
Like with most things as a boss, you’re only getting involved when there’s a problem. Generally speaking, marketing only becomes a problem when it’s not driving sales, so let’s look at some of the common issues, especially with online marketing.
People Don’t Visit My Website
Whether you’re not seeing website traffic when you check Google Analytics, or you’re simply not showing up in searches, you’ve got two major culprits. Either you’ve got a website issue or an SEO issue, the latter of which requires a content rewrite/blogs on the website or advertising to drive traffic.
I Can’t Get Foot Traffic in the Door
If you’re a business that relies on customers coming to your brick-and-mortar locations, getting people to visit your website isn’t enough. Make sure your stores are managed on Google My Business, and think about promos you can use via email to incentivize in-person visits.
People Aren’t Signing Up for My Service
If you can get people to visit your website but can’t get them to fill out forms, you need better targeting. Think about using Google Ads to target actionable keywords and rework website pages and blogs to have stronger Calls to Action (CTAs). Also, think about working with sales to build better targeting for individuals, such as with Ideal Client Profiles.
Knowing When to Get Help with Marketing
If these or other marketing specialties are outside your staff’s wheelhouse, it makes sense to bring in a specialist to help. Marketing agencies don’t need to replace your team’s skills but can instead help either by consultation and training, providing specific services, or a combination of the two. Our own COO, Julia Becker Collins, is an accomplished speaker who can offer one-on-one coaching and training seminars. If you’d like to learn more about how a marketing agency’s strengths can help you manage your marketing staff with a better result for all, contact Vision. We provide a comprehensive marketing service, including websites, content, SEO, social media, advertising, and more.
