The success or failure of the companies’ day-to-day strategies goes through a correct marketing management.
Attracting and retaining customers is something any business seeks, isn’t it? More than that, enchanting them is something you want and need to do at all times.
To achieve this, however, it is necessary to have people who are not only competent but also motivated and engaged with the business strategy.
Within this mission, it is necessary to have a manager who is able not only to guide everyone to the right path, but also to be a positive influencer.
The ideal scenario for any marketing management involves a multidisciplinary team focused on your goals, right?
But, we know that this is not always possible – and there are many reasons that make this distance from the ideal scenario increase.
In this article, we’ll talk about some essential elements to do this job more assertively.
What weighs for a really efficient marketing management? And what consequences does this bring to companies?
These are questions that we will begin to elucidate from now on.
How to manage marketing? See 4 pillars for managing teams!
Maybe you already know, maybe not. But the truth is that the relationship between customer and company is no longer just in the purchase process.
From the first contact, companies need to show their value to potential customers and show why they are a reference in what they do.
This, by the way, is what inbound marketing strategies seek: to show themselves as an authority and as too good to be ignored.
But before that, there needs to be a solid marketing management, with firm foundations and that allow knowledge and good practices to flow.
All actions, of course, need to focus on the customer. In generating value for him and showing the differentials, immediately, of what is sold.
Within this mission, one of the most important factors is a standardization within the mission, vision and values that the business carries.
After all, there are many customer service channels. It is necessary to have a continuous and straight work, at the same time that the contact is personalized.
It is a complex universe, a mission that requires a lot of work, both in terms of management and strategic planning.
Therefore, we have separated 4 fundamental pillars of good marketing management.
When they are solid and make sense for both those on the front lines, in operations, and for customers, the mission of generating leads and, of course, selling more and better will be much easier.
1 – People
When we talk about management, we need to talk about people, necessarily and as a priority.
Thinking strategically, in order to have a truly qualified marketing team, it is necessary to look for professionals who are specialists.
Within what the company needs, ask yourself: what are the skills and also values that these people need to have?
And start building your team within, of course, what is possible in the budget. The reality is not always the best possible and there are financial limitations everywhere.
So, think about what is really essential to succeed in lead generation.
Invest in someone capable of making good content – regardless of format. Blog texts, infographics, eBooks, among others, are important to generate authority.
SEO knowledge is equally critical to knowing which keywords are relevant and what – and how – your customers are looking for.
This person will also be responsible for the analytical part of the work. Be able to measure results, ROI, and, if necessary, adapt strategies.
Social networks are equally important for not only prospecting but also maintaining an active and positive relationship with customers.
Invest not only in distributing the generated content, but also in stimulating interaction, especially on LinkedIn, where you can reach c-levels more effectively.
One of the marketing tips that are valuable is having someone write good marketing emails.
It’s an excellent way of relating directly and delivering something personalized and that educates the customer to awaken the intention to buy.
Value the team
Once you’ve assembled the team and got down to business, it’s important to make sure they have the appreciation and motivation they need to work on a day-to-day basis.
Without engaged professionals, in fact, it is difficult to be successful in achieving impact on customers.
Therefore, it is up to companies to provide adequate tools and remuneration that is fair to both parties.
As much as another series of incentives is given, the person’s well-being as a person outside of work still requires a good salary.
This will be reflected in how well, calm and motivated she will be for a busy and focused routine and fulfill her role that is, yes, important to the business.
The company’s organizational culture must drive people forward. They need to feel part of the whole, understand that they are important and that they are not just filling a position.
2 – Environment
An appropriate compensation policy is, of course, important. But the environment also needs to collaborate and be a positive factor.
The correct marketing management provides people with the ideal structure for people to meet the company’s demand, and the company to meet the customers’ demand.
One thing leads to another.
Therefore, a suitable environment needs, for the marketing team to work well, to:
- good computers;
- a bright room that helps creative work;
- good relationships among colleagues;
- adequate tools to apply the strategies;
- a leader (by technical criteria) well defined, among others.
The environment needs to promote collective well-being not just for marketing. It is a mission for administrative management as a whole.
3 – Leadership
Not only in marketing, but in different areas within the company, the leader needs to be someone who inspires confidence and is someone to turn to.
But, the subject here is marketing management and, therefore, leadership plays an even more decisive role.
First of all, it is important that the manager is chosen on technical criteria. Let it be someone who really understands digital marketing and, of course, people management.
After all, a lot of planning will pass through your hands and it’s not worth putting something so important at risk, right?
Without understanding how to attract customers, there is no selling. And if there is no sale, no business can prosper and, well… you get the spirit.
So the leader needs to be someone who really understands how the work should be done.
Let trust flow
However, he is also a manager who gives voice and time to his team, who manages to motivate and extract the best from each.
This involves having confidence in those under your belt. Delegating tasks and trusting (before being suspicious) is a good way to create a healthy relationship with the team.
But leadership needs to be present on a daily basis. Even though it is more strategic than operational, it is important to “get your hands dirty” many times.
It is important because it will make the performance evaluation much fairer. When it isn’t, it’s easy to see demotivation taking over.
And that’s certainly something no one wants, isn’t it?
There is nothing worse for marketing management than turnover in the sector, with knowledge going away with every employee leaving.
In fact, if this is happening, it’s better to look one step up in the hierarchy and review some positions.
4 – Strategy
In the same way that people, environment and leadership are important, the strategy always has the eyes pointed to the north.
Does the company know what it wants? Because if you don’t know, how will marketing work? Ok, looking for customers, but how will the company show itself to everyone?
The strategies go through, initially, a good branding job so that the business values are even more evident – especially for the employees.
Then, it’s time to understand how this prospecting for customers will take place based on the knowledge of the buyer persona of the business.
Where are the customers? What are your habits? What are your pains? What solution are they looking for?
These are questions that you, knowing the answer, will know when choosing your marketing strategy.
After all, let’s face it. Without strategy there is no management. And without management there is nothing.
Content marketing requires planning but, above all, knowledge of what the ideal customer profile (ICP) is.
Knowing this, you will start to generate value for it. Make good content and attract you for the quality of your work and for the secure image of who you are an authority that you transmit.
So we will have strategy. So we will have management. That way we’ll have more sales – and better.
With the 4 solid pillars, with engaged and prepared people, you will be able to attract, delight and retain customers. And that’s all your business deserves.
So, how can we help you?
Take the opportunity and read two articles that will help you to have a more efficient management, with organized processes.
The first one talks about what is Balanced Scorecard (BSC) and how it helps in the management within companies.
The second tells how the PDCA cycle is important to improve processes and have an even more qualified delivery.