Digital Marketing is About PROCESS: How’s Yours?
Digital Marketing is About PROCESS
You want results from your digital marketing efforts, obviously. But what happens when your marketing is in order, and your processes aren’t ready for it? Put simply – chaos happens.
Think about it – your digital marketing efforts are designed to get results. Otherwise, what would be the point? When we do our job well, the traffic to your business increases in one way or another. Whether that means leads contacting your customer support team, contact form submissions, website traffic, online orders, in-store customers, event attendees, or something else.
With that in mind, we recommend you do some pre-marketing planning and put some critical processes in place BEFORE you put lots of energy and money into your digital marketing. Let’s talk about what that looks like.
Avoid Chaos by Doing the Pre-Work
Something we love about digital marketing is its versatility. It’s one of the only aspects of a business that has ties to virtually each and every functionality. But with great power comes great responsibility – so, before your marketing takes off everything else needs to be a well-oiled machine.
Consider this: you’re running a new chicken wing concept restaurant with 57 flavors and all kinds of creative side dishes, and all of a sudden you have a line out the door of new customers hoping to try your quirky flavors after a TikTok by a local influencer starts getting significant views. Great news, right? Who doesn’t love new business?!
But hold on, are you prepared for this sudden increase in demand? Is your staff trained to remain cool, calm, and collected under pressure? Is your website’s online ordering page functioning well? What about reservations–is your website accepting them? Is your staff aware of the promos and specials you’re running? Who’s answering the phones? Do you see our point?
Before you bring us on the team to get digital marketing results, spend some time getting the rest of the customer journey touchpoints in order. Put processes in place, train your staff, and put resources into a functional, beautiful website that you’re proud to show off to thousands.
Digital Marketing Matters…But It's Just a Piece of the Pie
Marketing is our bread and butter at PopSpeed; it’s in our DNA and we love doing it. BUT, even we can admit that it can’t stand alone. It is just a piece of the customer journey – an important piece – but still, just a piece.
When our digital marketing earns clicks and views from our audience, it’s important that it doesn’t stop there. The marketing doesn’t matter if it doesn’t convert. It’s our job to suck the leads in, but in most cases, the follow-up and final conversion falls to someone internally.
This is where your processes, and your team’s adherence to them, become critical. Each lead that falls through the cracks is a marketing dollar wasted. Determine ahead of time who is responsible for the customer journey touchpoint that follows digital marketing clicks, how they should be proceeding with them, and what the ultimate goal is.
Once that lead converts to a customer, how are they treated? Is your customer service effort aligned with the quality of your product or service? Do you have the right people in the right positions to ensure that customers are treated as they’d like to be treated so they become loyal to your brand? Does your service suit the brand image you’d like to project?
Taking these steps and making these plans BEFORE our joint efforts take off benefits everyone. It helps you feel confident that along every step of the customer journey, your prospects are well-managed; it helps us craft our messaging and know exactly what each phase will look like; and it helps your team begin a new venture clear on expectations and processes. It’s a win-win-win, and we’re happy to help you get there.
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