How to Increase the Efficiency of Your Marketing Team
Efficiency is seldom a primary concern for content marketing teams. We talk about quality, brand alignment and conversions. The genius of what we do and the results the work provides are often our main concerns.. Systems and processes take a back seat.
A growing number of marketing leaders are experimenting with agility-enhancing methods and tools to improve the efficiency of their teams.. According to a survey of 2020 performed by AgileSherpas to 637 business owners, marketing directors and managers, there is great growth in the understanding of the need to optimize the marketing process.
The report shows that the 42% of marketing teams in North America have adopted Agile practices to increase marketing efficiency, Meanwhile he 95% of traditional marketing teams interested in Agile plan to adopt it in the next few 12 months.
Plan in iterations
The planning process is often far from efficient, especially in larger organizations. Planning content marketing in excruciating detail for next year is an old-school approach, still widely adopted. It is one of the main culprits of inefficiency .
In theory, provides guidance and a good overview of your content marketing strategy , but this approach breaks down in changing circumstances. When unplanned barriers appear, the majority (yes not all) elements of the original plan must be changed to take into account the new reality.
This not only creates chaos and uncertainty within your team, but it generates a lot of administrative expenses to review the documentation of your plan. Wastes time that might otherwise have been wasted on execution.
content marketing plan
With agile planning, starts with the desired results of your content marketing strategy for the whole year (for example, genera 2.000 qualified marketing leads from the blog). Then, would anticipate the effort required to achieve those results (for example, publish three SEO optimized blog posts per week and actively promote each one for three weeks on social media.
Recognizing that many things can change along the way, don't waste time detailing blog posts and their titles, nor do you set publication dates on your social media calendar .
Instead, after agreeing the deliverables, presents blog post details for the following month and keeps your social media calendar flexible. If something unexpected happens that makes your originally planned content irrelevant, can respond quickly and act decisively.
Keep your work process visualized
Even perfect planning does not guarantee perfect execution by the team to deliver the desired results.. Unfortunately, ad hoc tasks often derail planned work and require marketers to multitask, which extends the time it takes to finish everything.
Visualize the process step by step, including individual tasks, can shed light on the day-to-day activities of your team and draw attention to undesirable scope of scope that generally goes unnoticed or distracts from lower-priority ad hoc tasks.
Visualizing the workflow is a critical part of the Agile methodology because it provides this transparency and creates a bridge between your team and other marketing stakeholders..
in an accessible location in your office or by setting up a digital project board using a platform like Trello . When work in progress and backlog of tasks are visible to everyone within your company, prioritization becomes easier.
If you update your visualization often enough, your team meeting provides an instant progress report. This eliminates the need to schedule unnecessary stakeholder meetings or prepare lengthy status updates.. further, if an ad hoc request arrives, you can quickly compare your importance to current assignments and act accordingly to keep your efficiency high.
Limit work in progress
Humans are good at starting a new job, but not so good at pushing it past the finish line. This is why marketers often find themselves working on five or more projects simultaneously.. Even though they all work like crazy, little is done. In a nutshell, the more you try to do at the same time, more time will take.
At first sight, this seems counterintuitive due to the cult of multitasking . Actually, limit work in progress (WIP) enables people to significantly increase productivity by protecting their focused time. At the team level, avoids distractions and allows members to quickly finish what has been started. Forces the team to work to reduce the amount of time tasks spend waiting in the process.
Redo split tests from your site
We can continue testing messages. So, if we are testing messages on our site, we could take the first two or three and test those messages in the ads. We might find that different messages work better on social media than on pop-ups or banners on the site.. Thus, It's worth redoing split tests that seemed conclusive on your site because things could be different on social media.
So that's it for today. What I would love you to do is if you have some good guidance examples that worked for you, messages that worked for you or just other paid social tactics that have worked really well for your content marketing campaigns, I'd love to hear examples of that in the comments in the post., and we'll be happy to answer any questions you have about how to do some of these things. Whether it is directed questions, how to set up similar audiences, anything like that, we will be happy to answer questions there too.
Do frequent flashbacks
The last agile practice on the list for increasing your marketing team's efficiency is related to frequently reviewing your team's work process and identifying room for future improvements.. This type of meeting is known as retrospective or retro.
Depending on the way you work, can keep retro in various cadences. For example, if you are practicing scrum , flashback should happen after every sprint. If you are working in a continuous delivery workflow, you can schedule a weekly or biweekly retro. The goal is to analyze how you work frequently and inspire ownership of the process within your team..
It is important to remember that these retrospectives are for your team.. Stakeholders and company leaders should not be invited. To facilitate the desired spirit of innovation and participation of all, team members should feel safe to open up about the problems they are experiencing and come up with creative solutions without worrying about ruffling someone's pens outside of the team.
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