First, let me say this is not a new topic. It may, however, be a new twist on it so stay with me. Marketing teams are strategists, constantly maneuvering resources and content to increase conversion opportunities. Simple right? Let’s continue. Much like a Chess match, there are several opportunistic moves to strategically place to get closer to your goal. Each move is performed with tools (or Chess Pieces) that have strengths. However, if you’re not planning ahead with a strategy guiding content and placement… hmm… you will soon be cornered with no place to go. Sounds like Chess and marketing have a lot more in common than people thought.
Project fatigue is disruptive and is like a disease. When unrecognized and untreated, project fatigue will negatively impact your marketing team and their productivity. Fatigue feels like your car is speeding beyond its limit and the wheels are shaking, steering safely is nearly impossible and staying under control is all but lost. Don’t do this to your marketing team.
Marketers and sales professionals need to pay closer attention to their customers’ needs, wants, and interactions. They are giving us clues to what makes them tick and how they want to be treated. The digital environment, which was the new frontier over 20 years ago, isn’t new any longer. But, it is changing rapidly and we need to keep pace with our customers’ expectations and communication preferences on digital.
As a marketing leader, one of your many critical tasks is to create a clear vision that provides a roadmap for transformation from where the business is now to where it needs to go; all while creating sustainable growth. Simple? Huh…Yeah right. All you have to do is create a self-guiding system that drives all marketing in the correct direction that leads to business goals. Oh c’mon, it’s not that hard; and once you set it up, it’s like being on auto-pilot. Hear me out and let me set the stage to give you an idea of what I am talking about.
As marketers, we are trained to create marketing content and initiatives that help attract the prospective customer. We go the extra mile to understand their motivations, pain points, questions, what customer touch points are effective and many other attributes that help create more effective marketing. We call this prospective customer a “persona.” But there’s more to understand – more on that later.