Once your marketing strategy is set, there are a variety of tactics required to send it into motion. Emails to send, blogs to write, graphics and trade show materials to design—it can all add up quickly.
For companies with large marketing teams the process can easily be delegated. There are entire departments dedicated to email, blogging, trade show management, etc. However, for many of the manufacturers we’ve worked with, often all of that work is delegated to a single person or a very small team. Setting and executing the marketing strategy from start to finish can become daunting to say the least.
As a small team of marketers ourselves, we understand the many moving pieces of an marketing strategy. These are some of the tools we’ve found most helpful to execute a few of the most common marketing tactics, whether you’re a single person or small team.
Email marketing is a cost-effective way to connect with customers in the one place you can always count on them to be — their inbox. Many companies use email marketing for client communication, email newsletters, surveys, drip campaigns and more. When executed correctly, it increases customer loyalty and drives leads and sales.
We really love Mailchimp as a stand alone email marketing service. It’s free, user-friendly, flexible, and doesn’t require design or tech skills.
Technology has changed the way we search. People conduct much more research before buying. They want to know all their options, understand why they should purchase and they want to feel like whoever they are purchasing from is truly an expert.
Blogging is meant to help potential customers along through this stage of the buyer’s journey. Blog content that is created specifically for your target audience is a great way to educate potential customers and help establish thought leadership for your company.
Most Content Management Systems (CMS) will have a blog capability built onto your website. If the CMS you have isn’t intuitive and you’re looking for an easier to manage tool to create and manage blog content in, we recommend HubSpot for its simple interface and that it already optimizes content for all devices.
As a marketer, part of your role is attracting and converting leads. An SEO optimized website will drive traffic to your website, and paired with content that speaks to your ideal audience, you’re taking the first steps toward lead generation with your marketing strategy.
Once traffic begins to trickle in, a great way to capture qualified leads is through a highly targeted landing page with a unique offer that will capture potential customer’s interest. Once a lead has filled out a form to receive the offer, that information is then automatically filed into a CRM for later use by the sales team. If there isn’t capability in your current CMS to create a landing page, you can use a single tool like Instapage to do so.
Lead capture through landing pages can be seen as the more direct approach in content marketing. Whereas people reading your blog content are doing so to be educated, or may just be uncovering a pain they need a solution to, landing pages are created for those who are already aware of that solution and actively seeking more detailed information.
Social media is much more than a platform to keep up with friends and colleagues. With a strategy in place, it’s a lead generating machine. Equipped with a deep understanding of who your audience is and what they need to know from you, creating content that establishes your brand as the go-to expert becomes much easier.
However, with any social media platform consistency is a must. Without it, the targeted content falls flat.
There are a number of free, stand-alone tools such as Hootsuite and Buffer that work great for scheduling content in advance. Social media management is also a tool in HubSpot’s repertoire. From publishing, brand and competitor monitoring, to analytics and reports, everything is all in one easy-to-navigate dashboard.
While there are many great single use tools that can be used for your team’s various marketing tactics, that can easily lead to tool overload. In our experience, the best option is to have all of those tools and resources available in a single platform.
HubSpot has by far been on of our greatest marketing decisions and is often a tool we recommend to our clients with small marketing teams as well. It offers a suite of tools to help keep email, blogging, social media, and sales activities streamlined. Meaning less time spent managing multiple tasks and tools and more time to spend on the activities that will help your company grow and scale.
Part of a small marketing team or team of one and need help setting and executing a marketing strategy? Schedule a consultation with Katie at firstname.lastname@example.org
Post by: Bridgette McCormick
Bridgette has developed a career around content. Her work as a writer and editor began nearly ten years ago, and since she has harnessed her experience working as a ghostwriter for business owners to develop marketing strategies that connect businesses to their ideal audiences through content. When not devoting her eye to content revision and development, she can be found reading, enjoying the diverse and delicious Milwaukee restaurant scene, or taking long road trips to explore America.