Marketing Operations Best Practices
As a marketing operations professional you are tasked with the following responsibilities:
- Setting up and maintaining business systems in order to support your company’s digital marketing efforts. This includes setting up analytics software like Google Analytics, social media listening tools such as Hootsuite or Sprout Social, and email marketing tools such as MailChimp.
- Building a team that supports your company’s digital marketing efforts. Whether it’s hiring a content manager or getting an agency partner on board to help execute large-scale campaigns, you’ll need someone who can develop content for you. You may also want someone who can manage customer data so that you can personalize messaging across different channels (email vs social media). And if your company has more than one location globally then this role could be expanded into internationalizing operations processes so each region works seamlessly together regardless of where they’re located physically within the same organization
Create a Recurring Internal Report
To make sure you’re getting the full picture of your marketing efforts, create an internal report that recurs every month. This type of report should be sent out to all stakeholders in the company and reviewed at least monthly. The frequency can vary depending on your company goals and growth plans, but it is important to have a process for reviewing these reports.
The contents of this report will depend on what type of marketing operations manager you are (e.g., agency or enterprise), but they should include at least three things:
- An overview of each campaign’s performance over time (how many leads did we get? What was our cost per lead?)
- Insights into which channels drove the most leads (or conversions) and why
- A look at whether or not we’re reaching people with similar needs or interests
Align Marketing Operations with Your Company Goals
Before you can set marketing operations priorities, you need to make sure that your goals are aligned with the company’s overall strategy. If your company is focusing on growing its customer base, then you should probably focus on increasing sales and revenue. If it’s looking at improving its brand awareness in a certain area or industry, then you might want to work on building a stronger reputation for yourself as an authority figure in that space.
If your goal is simply increasing revenue without any specific direction as far as which types of customers or products are being targeted, consider identifying key metrics around those goals so they can be measured effectively over time. For example: “Increase average order size by 10% annually.” If possible, also set benchmarks or targets for these metrics—in this case, it could mean having an average order size between $100-$150 per order after three years (from 2020).
Create Standardized MOPs Campaigns to Ensure Efficiency
- Create a standardized campaign folder structure
- Create a standardized campaign naming convention
- Create a standardized campaign checklists
- Create a standardized campaign workflow
- Create a standardized campaign templates
- Create a standardized campaign process
Empower Your Team with User-friendly Marketing Automation Tools
There are several tools that can help you manage your marketing operations. The most important thing is to select the right tool for your business needs. You don’t want to spend money on a solution that doesn’t work well for you or your team.
Make the Most Out of Your Marketing Data
As a marketer, you know that data is the cornerstone of any decision you make. But how can you use it to optimize your business?
Data-driven marketing means using data as a way to improve marketing performance and increase revenue. With the help of technology, we gain insights into our target audience’s preferences and behaviours, which allow us to make better-informed decisions about what content they should see on Facebook or Twitter.
If you want to maximize your efforts, you need to make sure that your marketing operations align with your company goals. It is something that most of us know, but few actually prioritize.
To make sure that your marketing operations are aligned with your company goals, it is important to understand what the goals are. A great way to do this is by creating a list of objectives or KPIs for your business. You can also take another look at what you’ve already identified as key components of your business strategy and use those as a starting place.
Once you have an idea of what drives success for your organization, think about how they impact day-to-day operations. If you’re looking to grow revenue, consider allocating resources toward improving the customer experience and building brand awareness. If cost reduction is more important at this stage, then focus on increasing efficiency by streamlining processes and automating manual tasks wherever possible.
Finally, review how each department contributes specifically toward reaching those goals–and make sure they’re doing it well! For example: if one department has cut costs but decreased sales volume due to less-than-stellar customer service practices (a misalignment), then make sure there’s some accountability in place so that everyone knows who’s responsible for making things right again (and hold them accountable!).
