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marketing operations
marketing operations

Andy Dwyer is the shoeshiner, April is the intern, Ron Swanson is the director, and Jerry is, well… Jerry. Each character plays an important role in the Parks and Recreation production, but there is one person that holds the show together: Leslie Knope. Similarly, marketing operations is what holds the marketing machine together. We’ve covered the pieces and parts that make up your marketing: marketing strategy, email campaigns, budgets, SEO, social media, technology infrastructure, and website design. Today, we’re putting it together with marketing operations. Learn what marketing operations are, how to optimize them, and then set it into motion!

What are Marketing Operations?

Marketing operations encompass your employees, knowledge, process, budget, metrics, and technologies—basically everything that makes your marketing happen! All of these aspects facilitate your marketing strategy from end-to-end to reinforce your business’ foundation and help your marketing run smoothly. Every element is an imperative cog in the machine that is your marketing operations. In other words, every part must be tended to in order to guarantee a successful marketing outcome. 

How to Make Your Marketing Operations More Productive

Now that you understand what marketing operations are, let’s talk about how to make improvements. We’ll be covering 5 ways you can make improvements:

  1. Team Management Software
  2. Identifying Target Audience
  3. Quality Content Creation
  4. Data and Analytics
  5. Budgeting
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Utilize Team Management Software

Whether your team is reunited in the office or scattered all over the world, having a place where everybody can come together is key. Statistics show that 20% of the workweek is wasted looking for information from a colleague. Microsoft Teams emerged as a favorite even before the COVID-19 pandemic. The calendar, chat, call, and file-sharing capabilities are virtually unmatched in the marketplace. Plus, this robust tool seamlessly transitions from desktop to mobile for productivity anywhere, anytime. Monday.com is also a great tool for collaboration. Users can track their time, assign themselves and others to tasks, and organize their work all in one easy-to-use interface.

Identify Your Target Audience

The very definition of marketing is to promote products or services to potential customers. Rather than trying to attract every consumer, it’s important to identify a target audience. These are people in a certain demographic who you believe will be interested in your product or service. Isolating this population and committing to serving them will help your marketing operations achieve success. To learn more about how to develop your target audience, check out the short video below.

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Quality VS. Quantity 

While it is important to stay consistent with publishing a certain quantity, creating quality content is a major driver of your marketing operations. First, focus on quantity and consistency, then make it quality. Share your knowledge with your social media followers by creating educational posts. Leverage your audience and thank them for following by throwing a contest; be sure to encourage entries to share the post for more reach. Repurposing content is a good practice as it diversifies your post types and saves your content marketing teams a whole lot of work! Above all, be authentic. People are constantly bombarded with sales pitches from all over the internet. Don’t sell. Instead, focus on creating quality content, it will attract new customers all on its own.

marketing operations

Data and Analytics Management 

Data-driven marketing helps prioritize making improvements to your marketing operations. For example, performance data can help you identify which content your target audience prefers while letting you know which efforts you can ditch. Data analytics can also help you set up geographical ads, show you how long visitors stay on each webpage, and even tell you what day of the week your social media posts perform best. Ultimately all of this helps you optimize your efforts saving you budget and time.

Revisit Your Budgeting

The goal of optimizing your marketing operations is to make the company money, not create a money pit. So, optimizing your marketing budget is an absolute must. Start with a thorough review of your current budget and then branch out from there. Use a data-driven approach as we discussed in the previous paragraph to see if your advertising dollars are converting to leads. Then, identify what is working and what isn’t. Finally, set some goals. Be sure to stay consistent and see your new budgeting strategy through! Don’t get discouraged if your new strategy doesn’t work immediately. These things take time.

Start Optimizing Your Marketing Operations Today

And there you have it, folks. We know that was a lot of information to take in, but even if you choose just one method above to start improving your marketing operations, you’re sure to see results. Whether you start with finding a team management tool, identifying your target audience, creating higher-quality content, looking into analytics, or optimizing your budget, the most important part is to get started!

You may need to make some new hires to fill all the gaps in your marketing operations. Or, you can always call in for professional backup. We’re always here to help. Don’t hesitate to contact us! We’d love to hear from you.

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