If you’ve ever played a 5-1 in volleyball then you know that the open real estate on the court can get very big, very fast. Everyone has their designated area to cover, but unless your team is totally in sync you run the risk of exposing your weak spots. Boom, the other team scores.
The same thing goes for your marketing team – when it’s a small squad, then you have to tighten up. Don’t let generating marketing leads feel like shagging runaway volleyballs. If you have a small marketing team, don’t waste time running in different directions to chase down leads and instead identify the best ways to reach your target audience.
How optimized is your website? That’s question number one. This is a priority for every marketer, but should get more of an emphasis with a small squad. Google Analytics is a literal goldmine of information and offers free reports for fixing traffic problems. You can run a path report that will show the route your visitors take on your website. This will tell you what pages your audience loves the most and help you understand their buyer path. Now you can use tests to experiment on how best to boost conversion rates. A basic channel report will allow you to learn how each marketing channel drives conversions. You can then adjust your investments and budgets based on the returns of your best performing channels. A funnel report will help you to ID bottlenecks (like maybe your Contact Form has too many fields, or isn’t relevant). And finally, a cohort report will allow you to see how segments behave over time and which converts at the highest rate. Boom!
Do you track events? You can do this with Google Analytics also! Start super simple. What leads to conversion with your specific product – is it video views, phone calls or a trial button? The best way to do this is to set up a free consultation with a Google specialist and they can help you craft the tracking. The process can get a little technical, but you shouldn’t skip it because of that. The tracking is an effective way to use data and make meaningful optimizations down the road and increase your value.
Now, what’s the main goal of marketing? To know your customer! CRM is key here and that data will give your squad the information needed to create relevant and engaging campaigns that will be important to your audience. Put the customer’s needs first and provide marketing messages that are relevant (if only EVERY company did this). The great thing about sales and marketing data is that when you align the two, then you will see an increase in conversion. Automating data collection and sharing saves you time and better informs your sales reps which makes the whole company look good!
Have you ever gotten one of those emails that says “Oh no, it looks like you left items in your cart! Hurry before they’re gone!” That’s what we call a nurture email. Long gone are the days of generic email blasts – now, we can see how people interact with emails, websites and product and tailor their content to something that they actually care about. What would you rather see – a bunch of items you’d never buy, or that one thing that you’ve been considering? No. Brainer. Use things like search history, trial experience and personal info. Relevancy will improve your content and customer experience.
Remember, you don’t have to be a big team to get big results! Are you part of a small marketing team? I’d love to hear your tips. Leave me a comment below!