For a brand to build a lasting imprint on consumers there are key elements that digital marketers must consider. Recently, I shared insights on the power of content marketing to connect users to your brand, and the customer journey, which builds value for your brand in your audience’s mind. Another key element for digital transformation for marketers is scalability – reaching a larger audience on multiple devices and touchpoints.
The advent of digital advertising, influencer marketing, and email automation has allowed marketers to create customer-centric messaging for multiple formats and spread it in scale.
But achieving scalability with smaller marketing budgets is nearly impossible. With very limited resources it’s difficult to experiment on multiple channels, especially when it’s paid. So, the critical question to answer is how do you scale up efficiently and effectively with a limited budget and limited resources?
Set yourself up for success by planning ahead and building systems that are always ready to be used to scale up or scale down as needed. Below are three key areas where you can ramp up your efforts with limited resources:
- Build your marketing stack to automate day-to-day tasks
There are endless solutions available today to handle all kinds of marketing activities – including advertising, social media, customer engagement, and running automated emails. The key is to adopt the right tools that can be integrated with your existing system. They should be easy to learn and make things easier for you and your team. Smart MarTech tools will help you manage, measure, customize, and optimize the customer experience across multiple online channels (e.g., email, web, social, events). - Repeatable Marketing Workflows
You can only scale up if you and your team are efficient. Teams should set up workflows that are repeatable and can be used continuously to acquire more conversions. If the process cannot be repeated, then it becomes limited and expensive. Starting from scratch every time you launch a new campaign is both time-consuming and exhausting. - Optimize smartly
Once the systems are set up and tested for scale, your team can spend time improving and building on them. Another important piece is to Invest time to learn and educate your team on using platforms efficiently. Be sure to integrate your MarTech tools with your Ecommerce app or ERP to keep everything under one roof. This will help you process data correctly and build insights that are more powerful.
If you focus on these key areas to maximize your resources you will be better prepared to scale your digital marketing campaign as you grow your business. Be consistent with your efforts. Document processes and communicate with and get feedback from your team as you develop efficiencies and best practices to make it work for your organization. Have everything ready to go, so when your business is ready to grow you are prepared to grow with it.
Contact our team to continue this conversation or get started building your digital marketing strategy.
