Your goal as a CMO or Marketing Manager is to have the most successful Marketing or Content Marketing campaigns you can.
Kaizen and Your Marketing
Do you recall the word, Kaizen? It is the practice of continuous improvement. Edward Deming introduced that to Japanese industry following World War 2. It can be applied to anything related to business including marketing.
Apply Kaizen to your marketing. Improve your marketing continuously. Make every campaign you do better than the last. Your company’s sales will increase and your company will become the best in its field.
How Do You D0 This?
If you are new to marketing at your company, focus on the campaigns you develop from now on. If you have been there for some time, your desire is to make each new campaign more successful than the last one.
Here is an easy way to do this.
Several times each year step back and see how well each of your current campaigns are doing. Set aside the time and do nothing else but review each of the marketing pieces used in the campaign and determine if each one accomplished what it was supposed to.
Was Each Marketing Piece as Good as You Expected?
Take each marketing piece and read it.
- Was it written in easy to understand language?
- Was it interesting to read?
- What was its purpose? How well did it accomplish it?
- Was it supposed to tell the reader something about the product or service you offer? Did it do that?
- If it was a piece about your company, did it highlight your company as well as you desired? Did the people you targeted get to know your company better and start to see why your company would be the one they want to work with?
Are You Targeting the Right People at the Right Time?
Next look at those who received each marketing piece.
- Did you send it to the right audience?
- Did you send it at the right time?
- Were there others you should have sent it to?
Then look at the impact it had on those who viewed it.
- How many of the people that you targeted responded to it?
- Did it turn prospects into leads?
- Did it move those who were already leads further along in the buying process?
- Did as many reach the point where they were ready to buy as you predicted?
This review will show you which marketing pieces are working well and which you need to improve. Redo those which need to improve.
It will also show you if you are targeting the right audience. If you aren’t, it will show you those to target.
Your objective is to continue to improve each Content Marketing campaign you run. A review like this will help you do that. Very quickly you will see better results from every new campaign.
More and more people will buy the product or service you offer through your marketing efforts. Over time you will help your company become the best in its field.
Just Remember . . .
. . . your marketing will not improve if you don’t look at each piece and see if it was as good as you thought it would be. You need to set aside time periodically and do an in-depth review of the marketing you do.
Since the first quarter of 2017 has just ended, this is the ideal time to do a review like this. You might want to continue to do this review at the end of each quarter from now on.
If you’re reading this sometime later, just go ahead and do this review as soon as you can. Then do it quarterly.
You will find your marketing improving. Your company will make more sales and profits will increase.
