Here’s how it often works…
Marketing manager gets hired. They are keen and ready to deliver some rock-solid strategic marketing that meets the business objectives of their new company. One problem. They’re never told what those business objectives are.
Six months pass, and questions are asked about ‘results’. ‘Results’, naturally, being a code word that the person in the role isn’t working hard enough or doesn’t know what they are doing.
The first thing that is looked at is what the ‘result’ that they are not getting actually is. It’s often ill-defined. If it’s been defined at all.
The second place to look is the budget. Marketing budgets are often calculated on the arbitrary idea of ‘5-7 percent of sales revenue’, which is a very basic and outdated way of looking at this. And, crucially, this budget is often far too small. Budgets need to be set based on what you want to achieve, so you actually have the resources to reach those goals. Aiming for a small budget simply because of some unnecessary phantom “industry standard” is only going to set you up for disappointment.
This brings us to the third reason things aren’t going smoothly.
There’s a complete absence of a clear, defined strategic intent. The result of all this is that your marketing is driven by every whim and fancy of those in senior or more ‘important’ roles across the entire business. Marketing people then get caught on a constant task wheel, delivering non-strategic sales tasks and doing what they perceive will bring instant results, such as leads.
At the end of the day, it’s this poor marketing manager who gets hung out to dry. Even though they were set up to fail by their company from the very beginning.
So, how do we change things and start getting results?
Let’s cut our poor hypothetical marketing manager some slack. Here are some ways your business can do marketing the right way.
Get a marketing strategy in place.
This isn’t just about filling an Excel spreadsheet with tasks and campaigns plotted out against timings. Nope, this process is about creating a roadmap that connects your key business and growth priorities with the marketing projects that will not only deliver those big wins but also address and incorporate the needs of your customers.
Without a solid strategy, you’ll just be throwing ideas at the wall and hoping something sticks. And let’s be real, that’s not going to give you the results you’re after that you need to capture the attention of customers.
Think of your strategy as the ultimate reasons to believe in your brand, aligning every move with your broader goals, while ensuring it resonates with what your customers truly need and want.
Look at your budget.
Your marketing strategy should clearly outline what needs to be done to achieve results, and a budget that’s aligned with these objectives is crucial for keeping the wheels turning.
Let’s be honest — marketing magic requires investment. You wouldn’t fuel a Ferrari with low-grade petrol and expect it to perform like a dream, would you?
The same goes for your marketing efforts. Make sure your budget reflects your ambitions, or you’ll find yourself stuck in first gear while your competitors are speeding ahead.
Outsource to specialists.
But, only once you’ve got that strategy nailed down.
Companies that rush to outsource before having a clear plan often find themselves wondering why the supposed ‘experts’ aren’t driving the results they hoped for. Spoiler alert: it’s because they’re working on just one piece of the puzzle, not the whole picture.
Outsourcing is brilliant, especially when your marketing manager is a generalist. They’ve got the overview, but they shouldn’t be expected to execute every single element of the plan — that’s what the specialists are for.
If your budget forces you to keep everything in-house, you’re likely to end up with a jack-of-all-trades and master of none situation, and that’s not doing your strategy — or your brand — any favours.
Trust in the process.
Results won’t happen overnight, but with the right strategy, partners, and a budget to match, YOU WILL GET THERE.
Patience, grasshopper. Building a strong marketing presence is like planting a tree: it takes time to grow, but once it’s rooted, it’ll bear fruit for years to come. So, sit back, stick to the plan, and let the magic happen.
Contact Amplify
Want to start doing marketing the right way? Contact the team at Amplify today!
