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Six Ways To Improve Your Work-From-Home Videos

Six Ways To Improve Your Work-From-Home Videos 1

Working from home has become much more acceptable in the age of digital communication, and has become a necessity for many as we are in a period of social distancing. But if you are somebody whose job typically involves putting in face time with clients, customers, or employees, working from home can feel extremely restrictive. Creating videos can be a great way to provide important messaging and strategy updates while still offering the familiar face-to-face feel youare used to. 

Here are a few tips to ensure your videos will communicate your message clearly and effectively with a level of quality that will inspire confidence during these uncertain times.

1. Framing

Framing is a vital aspect of making any video. Fortunately, whether using your cellphone or a DSLR camera, most recording devices today already have a grid feature to help you get started.

Six Ways To Improve Your Work-From-Home Videos 2

First, if you plan on recording with a mobile device, you'll need to decide if you want to shoot in portrait or landscape mode. Portrait mode is great for videos that will be watched exclusively on mobile devices, but landscape is ideal for TV and desktop monitors. DSLR cameras work a little differently since the default mode is landscape for shooting video. Consider which platform your audience is most likely to use, and then be consistent in each subsequent video you produce from home.

Next, you will want to think about your background. It should be distraction-free and not overly busy, so your audience stays focused on you and your message. A simple, unadorned wall, empty room, or a bookshelf behind you will do the trick!

Finally, make sure you are  centered on the screen, which is where the grid feature comes in handy. Activating the grid setting on your recording device divides your screen into six boxes. All you need to do is position yourself in the centre grid. If your camera doesn't have this feature, try to position yourself in the centre of the frame with the camera at or slightly below eye-level, and align your eyes one-third of the way down from the top of the frame.

Six Ways To Improve Your Work-From-Home Videos 3

Make sure you don't have too much (left) or too little (middle) headroom when framing your video. The image on the right has the perfect amount of headroom.

Six Ways To Improve Your Work-From-Home Videos 4

The Rule of Thirds can help you frame your video if your camera offers a grid setting.

2. Stability

Shaky handheld videos are the biggest giveaway of an amateur production. Whether filming with a mobile phone, tablet, webcam, or DSLR camera, try to ensure that your camera is steady.

To steady your camera, you can invest in a small tripod designed for your recording device. These are inexpensive, but if you are pressed for time - you can also place your device on a solid location such as a table, countertop, or windowsill. When using a phone to record, you can even use a piece of furniture, or lean it against a coffee mug if need be. Just about anything is better than having a shaky video when trying to make a good impression.

To help with consistency for future videos you might film, a good tip is to mark the spot where you placed your recording device or tripod.

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Six Ways To Improve Your Work-From-Home Videos 6

3. Lighting

Lighting is everything! Your lighting can make or break your video, which is why you need to be conscious of your background and lighting conditions before you begin filming.

Placing your camera in front of a window is a great way to leverage the beautiful, natural, and 100% free light source we all have available called the sun. If you don’t have access to natural light in your home or in the room where you are filming, placing a table lamp or reading lamp behind your camera can also do the trick.

In a pinch, you can also use your computer monitor as a light source by simply opening a blank white page and turning your brightness up. While you don't want your background to be too dark, make sure that the brightest source of light in the room is in front of you, so you don’t get lost in a blinding glow.

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Don't get lost in a blinding glow! Avoid having your background too bright.

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The brightest source of light in the room should always be in front of you.

4. Audio

Having good audio is just as important as capturing good video. If you are going the extra mile and recording using an external microphone - always test your sound before you record! The last thing you want is to have recorded an entire video you love, only to find out your audio wasn’t working or was too low.

Before you start recording, you need to be conscious of any background noise that may obscure your spoken sound, such as whining fans, humming refrigerators, pets, nearby traffic, construction, etc. Take whatever steps you can to remove or reduce these sources of ambient noise.

Try to position your recording device or microphone no more than 3-4 feet away, and be sure to speak loudly and clearly, projecting your voice towards your recording device. By following these steps, you’ll be sure to sound just as good as you look!

5. Post-Production & Filters

While it can be tempting to use your camera’s built-in or app-based filters to soften up your features or add some creativity to your video, it's easy to go overboard. Remember, the goal is to make this look professional, so the best approach is to avoid filters, keeping the bells and whistles to a minimum, and focusing more on crafting a concise and effective message. 

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Avoid filters if you are going for a professional look.

That said, a simple “auto adjustment” filter within your phone’s photo setting is probably adequate to balance out the colours and brightness. If you’re using a DSLR camera, you can set your focus, ISO, and white balance to “auto,” which should provide the same effect. If you are comfortable using iMovie or other external editing software, adding a lower-third title or additional text to emphasize specific points in the video can be a nice touch.

Also, consider adding subtitles to your video. These are a great idea if you are worried about your audio, and especially beneficial if you are planning to post your video on social media sites where viewers tend to scroll past if they can’t understand the message without sound. Adding subtitles can sometimes be a time-consuming task, but there are a few convenient online tools such as Rev.com, Camtasia, Filmora, and others that can do a good chunk of the work for you!

6. Makeup

Spending even a few minutes in front of a camera causes major stress for most people and may cause you to sweat. That, coupled with naturally occurring skin oils and possibly a light source (such as a lamp) pointing at you, will make your face appear shiny on camera. This makes things uncomfortable for the person making the video and can be distracting for those watching it.

The best way to control this is by using makeup - particularly, translucent powder. Translucent powder is a colorless, sheer facial powder that is usually used to set makeup. However, even if you do not wear makeup, applying a bit of translucent powder on your face can go a long way in helping you control shine, reduce glare and give your complexion a matte finish. Aparichi TV and Pull My Focus have uploaded some very helpful tutorials of how you can incorporate makeup in your video-making process.

Conclusion

Videos are playing an increasingly important role in helping us weather the storms of social distancing and stay-at-home work in our business lives. Hopefully, these tips will help you hone your DIY video production skills and provide more professional, engaging, and persuasive results . For more tips and recommendations, like and follow Think2Grow on any of our social media platforms. 

Please share any ideas or thoughts you may have on this topic and contact us if we can assist in any way. To get notified when new articles are published, please hit the button! Until then, stay safe and happy video making!

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Travis Pulchinski, Creative Director, Think2Grow Marketing
A lifelong love of film and video has drawn Travis towards the production of digital multimedia, where he can engage with both the practical and theoretical aspects that contribute to the creation of unique and engaging audiovisual content.

Market Segmentation: A Critical Ingredient of B2B Marketing

Market Segmentation
Market Segmentation

When it comes to factors that accelerate growth in a B2B business, one of the most powerful is having well-defined market segmentation.

Big consumer brands have known this for decades and have the process down to a science. They know their target audiences inside and out, and how to position their products for optimal success in any given market. By combining precise geographic, demographic, behavioral, and psychographic data, they understand who will buy their products, where, how, and why. With some focus and energy, you can too!

Many B2B companies don’t pay enough attention to this critical aspect of marketing. Some rely on intuition or "gut feel," which leads to missed opportunities and inefficiency.

Everything in sales and marketing revolves around increasing the probability of closing more deals in less time. Accurate segmentation has a dramatic impact because the more relevant you are to prospects – the better your chances of engaging with them.

What is Market Segmentation?

Investopia defines market segmentation as “the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action. Market segmentation enables companies to target different categories of prospects who perceive the value of your products and services differently from one another.

Generally, three criteria can be used to identify different market segments: 1) Homogeneity – common needs within a segment; 2) Distinction – unique from other groups; and 3) Reaction – similar responses to your marketing.”

It’s all about clearly defining your target audiences and then communicating in ways that will persuade them to consider your products or services.

Why is Market Segmentation Critical?

You may have heard the adage that people like to buy, but they hate being sold to. This is slightly paraphrased, but the idea is one we can all relate to. We become bitterly annoyed with marketing when what’s being pushed is not relevant.

Market segmentation is crucial because it helps make sure the people you contact can actually benefit from what you’re selling. Put another way – market segmentation ensures you are talking to the right people about the right things.

The Basic Building Blocks

When doing the research to build your segmentation strategy, the following essential ingredients should be included in your framework. Answering as many of these questions as possible will get you off to a great start.

  • The “Sandbox”
    What markets do you want to serve geographically? This can be local only, specific cities, provinces/states, regions, or countries. You need to make sure that if you plan to expand rapidly, you can provide the levels of sales coverage, delivery, and support required.
  • Addressable Market
    Often one of the toughest questions to answer is, "what is your overall market size by segment?" Fortunately, online government data and other industry research (free or paid) are often available online. Ultimately, you want to know if there is enough potential business accessible to support your sales goals.
  • Account Characteristics
    What industries are they in, and what clients do they serve? What type of organization aligns best with your offering – SMB, Enterprise, Government, Not-For-Profit?  What do these companies look like in terms of annual revenues, employee counts, etc.? How do they operate? 
  • Market Adjacencies
    Are there sub-segments within your target markets? How do you define them? Are there closely related industries in their ecosystems worth pursuing? Are there partners you work with that have access to customers you want to pursue?
  • Buyer Profiles
    Who are the buyers and influencers in the companies you are trying to sell to? What are their roles and titles? What problems could you solve for them? Where do they connect with peers? Where do they get sources of information related to your offerings? More sophisticated marketers will build “personas” as a way of describing the people in target audiences. Always remember - you may be trying to break into new accounts, but you are still selling to human beings!
  • Buying Behaviours
    What processes do they typically use to buy – formal procurement, informal? When do they buy – is it seasonal, based on specific events, or random? This will not be the same for every company you approach, but often there are discernable patterns in specific industries. Government procurement is an excellent example because it's typically rigid and based on a Request-for-Proposal (RFP) purchasing process.

Precise marketing segmentation helps build the foundation needed to develop your market positioning, messaging, and most everything else that follows. It’s also important to think about market segmentation in the context of your product capabilities and the competitive landscape.

Conclusion

Virtually everything in B2B marketing revolves around precisely defining your target audience and their sub-segments. Taking a shotgun approach to the market simply won’t work in the long-run. Investing in market segmentation upfront is guaranteed to improve results, save time, and reduce costs! Like most things, how you define your target market will evolve over time. It's a good idea to review and refresh your segmentation definitions during your strategic marketing planning cycles.

Please share any ideas or thoughts you may have on this topic and contact us if we can assist in any way. To get notified when new articles are published, please hit the button!

Market Segmentation: A Critical Ingredient of B2B Marketing 11

Randy Fougere, President, Think2Grow Marketing
With a passion for building brand awareness and lead generation, I started Think2Grow for B2B clients looking to accelerate growth through better marketing strategy and execution - something I have been doing for more than 30 years now.

Time Management: 8 Proven Tips to Help Take Control of the Clock!

Time Management
Time Management

Does time management seem to be a constant battle? Do you oscillate between feeling organized one day, but in a state of total disarray the next? If you are like many – including yours truly – I suspect most of the time, the answer to both questions is “yes.”

I found the quest for effective time management even more daunting after starting my own business. I was suddenly managing every aspect of a company while trying to build sales and deliver at the same time. For the first few years, life was a chaotic juggling act until I ironed out some process and started bringing people on board.

Time Management Reality

For years, I searched for the perfect solution to plan and manage my time better and was always on the hunt for new ways to improve productivity. I’ve read dozens of books by leading experts, and they all offered great advice that seems simple and obvious. But knowing something and doing it are two different things. Just look at how many gym memberships gather dust a month or two after New Year's day!

The simple conclusion I’ve reached is that there is no “silver bullet” when it comes to time management.  It takes different thinking, behaviors, and tools, all working together to achieve and sustain results. What works for me is a melting pot of smart ideas from others and lots of experimenting. Although it's always a work-in-progress, the tips below have significantly helped me improve.

#1 - Find or Create a Process

Develop a planning process or framework that helps structure the way you think and work. This could be simple daily to-do lists, or something more advanced. The goal is finding a method that helps you organize your short and long-term activities most efficiently. There are hundreds of time management systems readily available on the web, but it might help to think about what has worked well for you in the past. Trying to conform to a system that makes you grit your teeth every time you use it just won’t work. 

#2 - Use a Tool to Manage the Process

Once you have a process that “feels” right, you need a management tool for the day-to-day execution. Whether it’s sticky notes on a wall, calendars, MS Project, or an online offering like Teamwork (my personal choice), find a tool that works best for you in prioritizing, scheduling, and managing your activities. Having visuals, everything in one place, and automated reminders are important features to consider.

#3 - Prioritize and Break Down Activities

An essential building block of any time management system is identifying the critical activities that: 1) need to be done first, and 2) are most relevant and impactful. I still like Stephen Covey's “First Things First” way of thinking about this. Another resource that may help is my simple 5-Step Planning Model.

#4 - Be Realistic About Time

Learn from your past and get precise about how long your activities take to complete. The more accurate you are, the better the process becomes. Don’t forget to include time allocations for personal time, family, learning, travel, exercise, and other activities that will impact your work schedule. These are essential parts of life, and they don't simply go away because you have a lot going on at the office.

#5 - Expect the Unexpected

When planning my day, I like to include a 30% “buffer” for the unexpected. This unscheduled time is useful for new tasks that take longer than anticipated. It also accounts for interruptions that happen during an average day (urgent emails or calls that need a response, for example.) Let’s face it; the world doesn’t operate around your calendar. Cutting your planning too thin each day will end up being discouraging since you will seldom achieve your daily goals.

#6 - Offload, Delegate, and Outsource

After breaking down your activities in Tip #3 – look at all the “non-core” activities that are repetitive. Determine what parts of these tasks can be done by someone else – either on your team or within your organization. If you don’t have the staff, assess what tasks can realistically and cost-effectively be outsourced and do it! When analyzing your workload, always ask the question, “who can do this instead of me?”

#7 – Be Disciplined and Persistent

Whatever methods and tools you end up using, you need to focus on time management every day. It must become an automatic behavior at some point. As soon as you let it go, even for a short period, you will quickly become disorganized again. When overwhelmed, try to keep doing something - even if it’s a lower priority. Once you have some momentum back, it’s easier to shift into high gear again. The alternative is to sit immobilized in front of your monitor, helplessly wasting time. 

Another aspect of staying disciplined is keeping a positive outlook. To help with this, focus on your accomplishments. “I didn’t get everything done today” is better framed as “I tackled the three most important things I needed to get done today.” This subtle change in thinking helps you feel good about your progress. If you find yourself constantly falling short of your daily goals, you should revisit some of the previous six tips.

#8 – Continually Learn and Improve

Getting better at time management has been a long journey for me, and it continues to be a learning process. I believe it’s one of the most important and actionable ways to improve your life. It's also one of those things that few people ever perfect, so it's best to keep learning new ways to improve. Read, research, and ask successful friends what works for them.

Conclusion

I am certainly not a time management expert, but I hope some of these ideas can help you regain more control over your clock. Although the tips above need to be continually worked at, I find they help me produce more, in less time, and with less stress. If you have best-practices that help keep you organized and productive, please share. To get notified when new articles are published, please hit the button!

Time Management: 8 Proven Tips to Help Take Control of the Clock! 12

Randy Fougere, President, Think2Grow Marketing
With a passion for building brand awareness and lead generation, I started Think2Grow for B2B clients looking to accelerate growth through better marketing strategy and execution - something I have been doing for more than 30 years now.

Face-to-Face Meetings – 6 Great Reasons to Have Them

meetings
meetings

Don’t get me wrong, I love social media and fully embrace all forms of electronic communications. They are woven into the very fabrics of our business and personal lives, and it’s an exciting ride.

But, these days of hyper-digital interactions and an utter reliance on technology, come at a price. it’s easy to forget the impact that good old-fashioned, in-person meetings can have in growing a business.

For most of us, and especially those in direct sales, face-to-face meetings are still by far the most powerful form of engagement. This fact seems intuitive, yet many salespeople continue to ignore them. They often use email or a social channel in situations that would be better served by “pressing the flesh.”

Every dialogue requires us to select the most appropriate vehicle. Sometimes email is best. In other situations, a phone call or web-conferencing makes sense. That said, there are times when sitting across the table from a prospect, client or partner, is the absolute best choice.

My rule of thumb when deciding what to do is to think about the purpose, complexity, impact, and sensitivity of any given situation. Sounds like a lot of decision-making here, but the process becomes fairly automatic if you make it a habit of considering your options.

We all strive to save precious time, so meeting in person has to be for a valid reason with a planned agenda and outcome. If you go prepared, it will be time well spent.

Face-time is of particular importance in B2B sales with high-ticket items or long cycles. In these situations, building credibility and trust is critical.

Key Benefits of Face-to-Face Meetings

#1 – Higher Impact:

Let’s say you just got handed a pre-qualified lead for a significant opportunity. Wouldn’t pushing for a meeting with the prospect be a better first step than a long phone conversation or multiple emails? You should assume the prospect has done their online and other research because chances are they have.

#2 – Leverage Non-Verbal Queues:

You can’t read body language over the phone or from behind a keyboard. Experts say that roughly 93% of communication in meetings comes from body language and tonal queues. Getting to know people, and helping them get to know you, is much easier when you have the whole picture.

#3 – Build Better Relationships:

It’s a fact that people buy more often from those they know, like and trust. I’ll concede that relationships can get built to a surprising extent in the virtual world, but you can’t beat the personal touch! Often you gain an advantage just because your competitors won’t bother to make the effort. And if you’re first in, that’s usually a definite plus.

#5 – Gain Valuable Insight:

Being in the lobby, on a plant floor, in a boardroom, or a prospect’s office can provide valuable insight if you look, listen and learn. The attitude of the employees, signs on walls, pictures on desks, and other clues can tell you a great deal about the company, culture, and its people. These nuances can provide essential inputs for your sales strategy and how you should engage moving forward.

#6 – Personal Fulfillment:

Forget closing deals for a moment – OK that’s long enough! If you like people, and you should if you’re in a job dealing with them all day, a meeting can be a very satisfying experience. If your interpersonal skills are reasonably well-honed, you can turn your face-time into real personal connections that can be rewarding and energizing for all.

Digital technology has enabled us to communicate faster and more efficiently than ever imagined even a few decades ago. But the next time you have a significant opportunity, or need to take care of a delicate issue, I urge you to stop and ask yourself a simple question, “would this situation be handled better with a face-to-face meeting?”

5 Steps to Better Business Communications

Better Business Communications
Better Business Communications

In a previous post entitled “6 Great Reasons for Face-to-Face Meetings” I wrote about the importance of connecting in-person when the situation warrants it and how sales people and others often miss great opportunities by opting not to have them.

That started me thinking about communications in a broader sense and how little we think about it in our day-to-day work. Every time we communicate, it’s a unique situation that happens only once. Most of the time we decide how to deliver the message almost unconsciously and I suspect that comes from years of practice and pattern recognition. Although this is undeniably efficient, there is also risk.

There are many factors that need to be considered when communicating. To keep it simple, I think along the lines of complexity and importance. Where “complexity” is about the nature of the information itself and “importance” is why it matters and how much impact it has. At one end of the spectrum are short “near-binary” snippets of fact – the “simple and usually unimportant.” At the other end, is when we need to express complex ideas and thoughts, or emotion – the “complex and usually important.” If a communication is more on the impactful end, I would suggest the following approach:

#1. Define Your Goals

Before pressing a button, picking up the phone, or grabbing your jacket – take a moment to think first about the purpose and objectives of your communication. Also, define what success will look like afterwards. Be clear about your intention. Are you trying to educate, persuade, smooth over an issue, share, or simply nurture a relationship? Don’t just go through the motions – have a goal in mind.

#2. Know Your Audience

Always the cornerstone of any effective communication, think about who you are reaching out to before you do. If you don’t know them, do whatever research you can ahead of time. If you have some history together, reflect on what they respond well to and what their preferred style of communication seems to be. You will be more effective if you can align with what works for them.

The age group of your audience may also play a role. In an interesting article by Ayaz Nanji called B2B Buying: Millennials vs. Gen X and Baby Boomers, he cites some IBM research that shows the changing communication style preferences between generations. The results illustrate how business people of different ages prefer different modes of communicating. It’s worth a read and you might be surprised by some of the findings.

#3. Choose Your Vehicle

Next comes the mode of communication. Whether you use a text, social media, phone, teleconference, web meeting, or an in-person meeting, decide on the vehicle that’s most appropriate. Make sure whatever you choose will deliver your message in a way that helps achieve your goals. Here are a few helpful hints:

  • Never use email for topics that are emotionally charged – ever!
  • If an email takes 1/2 hour to write or has 30 revisions, pick up the phone
  • Use proper email etiquette – estimates are that we spend 1/4 of our time sifting through them
  • If you’re writing, remember your personal brand is at stake – sloppiness doesn’t reflect well on anyone
  • If using teleconferencing or a web meeting – have the technology figured out before the call, not during the first 15 minutes of it – can you relate?

#4. Get Prepared

If your communication is important, prepare some form of “call planning guide” first and with the right amount of detail. If it’s a crucial conversation of some sort, consider rehearsing out loud before you engage. It may sound silly, but it works. If you have ever done this before giving a presentation (if not, you really should), you will understand the benefits. Also, try to visualize how the flow of the communication might go and if you anticipate any possible objections, prepare your responses in advance.

#5. Execute Well

If you have gone through the first 4 steps, you should be feeling confident and well-prepared – now it’s time to deliver. This should be the easy part if you’re ready and relaxed, and you just be yourself.

I realize some of this may seem a bit obvious and certainly for the large majority of our daily touch-points, we don’t require this much structure. However, if you get in the habit of thinking this way about your communications, they will improve and you will be more effective. Every time you connect with a prospect, client, or anyone else who impacts your business, you have an opportunity to drive an outcome – make it count!

Document Important Things or Pay The Price!

Document
Document

Think about how many times you communicate in a given day or week. Between email, phone calls, meetings, texting, and hallway chats, it’s a wonder any of us remember anything.

I was recently doing a “media buy” for a client and although the process was well managed and on track, there was a problem. At the last minute, we found out that the launch date and even the publication itself were different than what was originally proposed. Without going into painful detail, it was a communication breakdown that caused a great deal of confusion and stress for all parties involved and it could have been avoided with a simple email. Unfortunately, nobody took a few minutes to document any of the conversation and as it turned out, the information was important.

The root cause of the situation was a conference call that took place nearly 8 weeks before the proposed launch date. I don’t remember having that conversation, but apparently we talked about changing the original plan for more impact. A week following that call, I was given an insertion order to sign and a creative deadline that aligned with the initial plan. I signed it and never gave it a second thought. The process moved forward but when we started revising the final design and copy, it became clear something was wrong.

It’s not impossible we discussed the change and I was either not paying close enough attention, or I misunderstood. But that’s not how I remember it. In my mind, there was no reason to suspect anything was amiss. In a perfect world, the meeting organizer or vendor in this case, would have simply documented the highlights of the conversation and send it to us so everyone was clear.

This situation worked out fine in the end, but the lesson was a good reminder for us all. People don’t have perfect memories and information, especially on phone calls, can be misunderstood or misinterpreted. When you have a call or meeting to discuss key milestones, action items, or other information that has significance – get it in writing and make sure it’s fully clarified!

If you’re leading a process in a situation like this, document the key points immediately after the call while it’s still fresh in your mind. It only takes a few minutes and you will save a lot of time and grief later on.

Turn Marketing Process into Your Competitive Advantage

Marketing Process
Marketing Process

I’m sure some people saw the words marketing process in the title and quickly hit the back button. But if you’re still here, it probably means you’re at least neutral on the subject, or better yet, a fan.

For many, process has gained the reputation of being boring, time-consuming, and overly administrative. If it’s not properly planned or managed, a process can indeed become those things. It can start to work against you instead of helping.

But when it’s done well, process can be brilliant, elegant and creative. When exceptional, process can differentiate companies in powerful ways. How businesses consistently do things can actually become as important as the products or services they sell. So why not take what many of your peers view as a “necessary evil”, and transform marketing process into your strategic advantage?

​“If you can’t describe what you are doing as a process, you don’t know what you’re doing.”
W. Edwards Deming

What is Process and Why Does it Matter?

​Most dictionaries will loosely define a process as “a series of actions that you take in order to achieve a result.” Imagine governments, hospitals, sports teams, or software developers without it. A sound process is the only way to get things done when managing high levels of complexity. So what value does reliable process bring to the table?

  • It’s predictable, repeatable and scalable
  • It defines how people work together
  • It provides a documented roadmap of how tasks should be executed
  • It helps you plan for contingencies and adapt
  • It can be continually refined and improved

Why Marketing Needs Reliable Processes

Every department in an organization relies on good process to operate efficiently. Like other areas of business, marketing has a unique set of characteristics that makes process particularly important. Marketing is complex, very subjective and the stakes are high.

It may seem simple on the surface to some, but there are many moving parts in a well-run program. Dozens if not hundreds of small details for any given project or campaign need to be well-planned and tightly managed. Your reputation is very public, and it’s on the line every time you communicate. Also, marketing tends to be more of a discretionary spend for most companies, so if it’s not showing ROI in reasonable timeframes, the outcome is usually not positive.

Why Marketing Needs Reliable Processes

Two distinct sets of advantages develop from improved marketing process. First, you end up producing higher quality work that has more impact. Secondly, you gain efficiencies that increase productivity. When combined, these benefits ultimately lead to better results for less cost and with less time invested. Here are just a few of the many reasons why you should consider embracing marketing process as a way to achieve more:

  • ​Important details don’t get overlooked – this improves quality and saves valuable time usually needed for re-work or fixing problems
  • You create consistency in the execution because you start doing things the same way every time meaning fewer mistakes – also, on-going projects become simpler to manage and they finish sooner
  • Everyone on the team knows what to do and how to do it – this alignment saves time and effort
  • When process is running smoothly, you free up more time for research and creative thinking – this always leads to better marketing
  • You learn to leverage previous work and ideas by staying organized – this frees up more time for learning and creativity
  • Contingencies will have been considered while planning your processes – if you need to re-adjust, there are backup plans

​Some people are highly structured by nature. I tend to naturally be more free-wheeling which means I absolutely need process to function. Over the years I have come to appreciate, respect and even admire process. The fact Moneyball is one of my “Top 5” movies of all time may be an indication of how far I’ve come.

I firmly hold to the notion that well-conceived marketing process is a key factor in making a good marketing team great. Further, in a function that is constantly struggling to break through the clutter externally while proving its worth internally, strong marketing process can make all the difference.

Marketing Process