It’s common knowledge that marketing is vital for business.
It keeps your name in the minds of your consumers and helps you reach out to new potential customers. Every company should be marketing, tailoring to their target consumers and creating the content necessary to get their message out, but did you know you can increase the effectiveness of your marketing by implementing “smart” marketing techniques?
Smart marketing, or as HubSpot has famously coined it, “Smarketing,” is utilizing marketing and sales team resources, increasing communication and working towards common goals. Here are 3 steps to becoming a smart marketing company:
Sales and marketing are often thought of as teams that don’t necessarily need to be interconnected. If marketing does their job well, sales will see the success, right? Unfortunately, it's not that simple. Frequent and direct communication between your sales and marketing departments is critical for successful smart marketing. It is extremely important when it comes to creating, nurturing and converting leads into customers. Both teams should share data that will allow the other to improve the lead conversion process.
Collaboration and accountability are key. Share lead conversion percentages to make sure sales is pursuing an adequate amount of new leads each month, and make sure marketing is bringing in enough new monthly leads by sharing comparisons of monthly lead intake numbers. New Breed Marketing has created a step-by-step guide on how to unify your sales and marketing departments to create a stronger team as a whole. As stated in the article, companies who are unifying their sales and marketing teams are seeing a higher return on their marketing investments.
Learn more with HubSpot's "The Complete Guide to Unifying Sales and Marketing."
Part of uniting the sales and marketing teams involve setting common goals that both teams can collaborate on. Hubspot’s smarketing involves setting SMART goals. When setting your company goals, make sure they are:
Specific: your goals should communicate what is expected, who will work to achieve it, and why it is important to the company
Measurable: your goals should have precise measurement criteria
Attainable: your goals should be within the reach of your company
Relevant: your goals should be relevant to your business and core initiatives
Timely: your goals should have a specific date by which you want to achieve them
SMART goals allow your company to organize your objectives, measure progress and see the result of change over time. Hubspot recommends focusing on one of three segments for the “clearest vision of success”—visits, contacts and customers.
Smart marketing is directly tied to inbound marketing. It’s difficult to have successful inbound marketing if consumers can’t find your business online. Increasing and maximizing your search engine optimization (SEO) will not only help you become more visible online, it will also help to reach your target consumers through the use of specific keywords.
Keywords are the terms and phrases consumers search for in search engines. When placed strategically throughout your website and blog, as well as metadata and tags, search engines recognize these phrases and rank your website higher in search results. This means that using the right keywords allows potential consumers searching online to find your business easier.
However, not all keywords are made equal. Certain keywords have been dominated by large businesses or are used so frequently that it can be difficult to rank for those searches no matter how well placed they are throughout your website. Companies like HubSpot and Moz provide keyword ranking tools that allow you to see where you currently rank for specific keywords and the difficulty of increasing your rank.
Taking your current marketing efforts and developing them into smart marketing techniques takes time—the key is communication and collaboration. While convincing your sales and marketing teams to break the ice and dive into a full-communication relationship may not be the easiest step, working alongside will benefit both teams and the company as a whole.
By creating SMART goals, your company can see progress being made because your goals are well thought out and obtainable. Finally, optimizing your website with keywords and other SEO techniques will help your current consumers stay connected with you and lead new potential consumers to your website, where you can begin building a relationship with them.