Value of Marketing

Let’s define those two camps first.

This camp is the camp that knows there are multiple parts moving in any marketing campaign, even a simple email blast. There are several disciplines that make up a campaign/project and each have the same goal — get your customers to engage. Goals and objectives are clear from the start of your project.

Goals and objectives aren’t very clear from the start of a project. You know something needs to be done but you’re unsure of where to start. It’s most likely, just an email or an image, and unaware that there are several moving parts to reach your objective of making sales.

For those that do believe in marketing and see the value in it, invest in it. They see the long term benefit of continually pumping their message out and aren’t afraid to test. Let’s break down an email campaign and what encompasses that, some questions to roll around in your head.

Strategist: Helping to define the audience and goals of the campaign. Are there any key insights that you’d need to achieve your goal?

Content: This is a writer, someone who can craft your message, headlines, subject lines, etc. for your email. You want your email to sound good.

Design: How do you think your email looks as good as it does? The colors match, buttons stand out to click on, those GIFs have motion, etc. Designers think about desktop and mobile views for you.

Hard costs: Do you have imagery to use or is the creative team having to source from stock or go the whole 9 yards and do a photoshoot? Also, what platform are you sending your email from and do you even have a targeted list of prospects?

Development: How does the email look on the phone vs desktop? Did you know that emails are basically 90s era technology? There are so many different platforms that read emails differently that you have to almost debug them all before sending them out.

Return action: So you’ve done all of the above — what about the website or landing page. Has that been set up so you can measure the effectiveness of the campaign or to communicate further your value prop? This is a can of worms x2 when you open it and should have been nailed down by the strategist from the get go.

To get on board with this, there is usually a set budget to accomplish all of the above. This takes time as well to piece everything together and accomplish your goal. But, a well oiled machine keeps all of these pieces moving smoothly.

This is not a put down for camp 2. I repeat, not a put down for camp 2. This is meant to help improve your marketing strategy and campaigns so that you can see ROI in marketing. There are a lot of foul players out there with false promises and are primarily there to take your money and move on.

When you invest in a team, you are taking the burden off your shoulders to perform all of these tasks noted above (and probably a few more that aren’t listed). When you engage a consultant or team, make sure that you’re covering your base and have a strategy in mind or end goal. This will help improve your campaign performance, turn over campaigns faster and see results in a shorter time period.

About the Author:

Justin is a brand innovator and believes in solving problems with design. Over his career he’s helped build brand, build their awareness, establish successful workflows and pull businesses out of the weeds and moved them towards success.

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