If you've ever found yourself in one of these situations where teamwork (and project progress) comes to a complete halt, you know how painful it is. If the breakdown isn't too expensive, you're lucky. However, it usually has a huge impact on brand reputation and credibility.
Plus, mistakes can be avoided if you know what to control.
Let’s look at five of the most common mistakes marketing teams make when collaborating.
Marketing Collaboration Mistake #1: Collaborating via Email
We've said it ad nauseum: email was not created to facilitate project management .
The context of what you're talking about gets lost pretty quickly, or you armenia phone number data get duplicate information as everyone is talking in one discussion.
Then there are issues with visibility – how can you know the status of a project when you only read email responses? (quite simply, you can't).
Plus, you'll fail when trying to search for attachments or specific details in email conversations 15 layers deep.
Of course, then there are the unfortunate people who hit the “reply all” button with the attendant disastrous consequences. Just ask Bill Cochran, the creative director whose monumental blunder with the “reply all” button became the Bridgestone tire ad for the 2011 Super Bowl.
Use the right tool for the job. Email is great for sending small batches of information. But when you need effective collaboration, you have to try something new. Instead of relying on email, invest in one of the enterprise collaboration systems that make task assignments and project maintenance easier than hitting the reply-all button and where nothing slips through the cracks.
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Marketing Collaboration Mistake #2: Failing to Engage Your Audience
Old marketing methods no longer work. You can't just launch a marketing campaign, walk away and expect good results. You're wasting opportunities to bring your brand closer to your customers .
As all work is done in an increasingly social space, the responsibility of engaging the public falls on marketers after launching a campaign. Engagement is the new currency .
“Social media allows you to engage with an audience in ways that didn’t exist years ago.” ~ Karena Breslin, Director of Digital Media, Constellation Brands
And not just on social media: improve prospects with constant emails, create landing pages to repackage webinar recordings and other content, and expand conversations beyond Twitter and Facebook to sites like Quora and Slideshare. Be practical, friendly, and an ambassador for your brand.
A good example? Carter Wilkerson asked how many retweets it would take to get a year's worth of free chicken nuggets at Wendy's. The response and the resulting buzz instantly translated into customer engagement.
HELP ME PLEASE. A MAN NEEDS HIS NUGGETS pic.twitter.com/4SrfHmEMo3
— Carter Wilkerson (@carterjwm) April 6, 2017
Marketing Collaboration Mistake #3: Not Measuring the Right Metrics
We live in the era of big data and data-driven decision making. Decisions regarding marketing campaigns are inextricably linked to the metrics used in previous projects. But what happens if you're still just counting Facebook likes and Twitter followers? You're missing out on interesting insights by collecting incomplete data.
“The Internet creates the feeling that anything can be known or found, as long as you can do the right search, find the right tool, or contact the right people.” ~Marissa Mayer, President and CEO, Yahoo!
Apply Mayer’s method to measure the right things, those that translate into real business objectives, to obtain better information that can be used to create more successful and attractive campaigns.
To learn more about which marketing metrics you need to track, read this post: The Nine Key Metrics Marketing Managers Care About.
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