Many businesses and their people are struggling to stay committed to their work and building trust. This is the reason why accountability should be a definite focus for every company. Accountable management and its employees can take responsibility for the outcomes and results without expecting higher positions to pick up the slack.
Accountability at work is linked to higher satisfaction and morale, increased involvement and participation, improved work performance and competence, and better commitment to work. But one aspect of business operations that requires accountability is marketing.
Regardless if it’s in good or tough economic times, marketing accountability has been a hot topic in the business world. To learn more about how marketing accountability works and how you can better implement it, continue reading.
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Determine the useful metrics
Building a marketing accountability strategy requires you to watch the metrics that matter – not the vanity metrics. Those metrics that look good on paper do not necessarily provide a valuable and long-term impact on the success of your business. One perfect example is the follows and likes you receive on your brand’s social media pages. They might look great, but are they really contributing to your ROI or sales? Are you growing your repeat customers? Or, are those followers moving through your sales funnel? Make your marketing efforts thrive by focusing on metrics that are useful for your business’s success.
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Focus on compelling messaging
Strategic messaging is an important element of establishing a strong marketing foundation. A team that practices accountability knows the value of delivering engaging and compelling messaging not just to customers but within the company as well. From your visuals, taglines, and other creative marketing copies, everything is crucial for promoting marketing accountability within your organization. Find the best communication platform or method for your team and encourage competitive and independent content creation on your team.
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Build performance management
This is one vital component of marketing accountability that your company should not ignore. If your teams or departments do not work together, it can be a real challenge to form alliances for your company’s marketing ventures. That is why important to focus on building strategic partnerships with the teams, including your IT, sales, and finance departments. This aims to craft meaningful discussions regarding performance management and other business initiatives. Let your department heads handle this one.
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Learn from the experts
Even the most successful entrepreneur needs guidance from other professionals, so don’t close your doors for external support. Companies and teams struggling with accountability and overall performance and decision-making work with business coaches to help them with improvements. When it comes to marketing, a seasoned coach can be your team’s trusted confidante.
A good marketing coach will guide you in solving your business challenges and achieve your goals. They can identify unnoticeable gaps in your marketing strategy and suggest the best course of action you can take. They can help you with developing a better marketing plan, increasing revenue, and growing your team.
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Manage marketing assets properly
Creating a marketing accountability strategy also requires you to manage your assets better and work on reusing what you can. Revisit the assets that are created, processed, or housed by your marketing team. These include everything from logos, advertising videos or content, and product photos. Save time and unnecessary costs by keeping them organized and improve access. Access to those assets must be inexpensive and convenient.
As for your brand identity and strategy’s creative guidelines, make sure they are properly documented, updated, and convenient to access. It’s better to have a repository that holds all your assets while delivering secure access to you and your trusted staff and partners. Taking control of your marketing assets can help you to implement a culture of accountability easily.
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Develop intangible goals
Lastly, don’t forget to create attainable and specific goals that will help you stay on track. Are you aiming to bring in more sales in your business? Or do you want to boost your marketing success? If you want to establish strong marketing accountability, you need to have more than just vague goals. You’d also want to create specific numbers for your goals. For instance, are you planning to boost your mailing list signups by 30%? Or perhaps, raise your sales by 15%?
From monitoring and measuring a company’s commitment to financial and strategic initiatives, accountability can help companies align their marketing objectives with the results of operations. Not only can this help you with boosting marketing share, but it also increases customer value. Make marketing accountability your organization’s primary focus and achieve higher ROIs.
