I’ve been a digital marketing manager for one month and one day.
Day 1 – I excitedly introduced myself to my co-workers, toured the new digs, chatted about how cold it gets during the winter in my hometown, and sat down to some prime time Google Analytics reporting. Yes! You’ve made it Shay! This is THE MARKETING LIFE!
Day 3 – The glass doors in this new office are really, really clean. I hope building security deletes the video of me running into them headfirst.
Day 4 – The “What are you working on today?” question. Good question. I think I’ll work on some SEO today, or maybe some reporting…or maybe work on a blog post, or an EDM. Actually, I really need to start planning an overall strategy for the company. Crap, I need to make a graphic for this one thing. Is that the right size? I don’t know, just Google it.
Day 31 – I am completely overwhelmed with things to do. Things I need to be doing, things I want to START doing, things I need to track, monitor and analyze. It’s difficult to figure out where to even begin.
Fortunately, I’m also finishing up my last semester of university and am enrolled in Business Practice 1. Sometimes timing is goofy and perfect. I know I would never sit down and spend time writing down my thoughts and goals, personal or professional. Luckily this class mandates reflection, and I have the opportunity to monitor and discuss my progress with a mentor.
We discussed the Goal-Question-Metric approach as a method for defining goals and interpreting success through quantifiable measurement. Though there are A TON of other things I would like to break down like this, a good place to start would be what I consider my “Big 3 of 2019” – The most important things I need to work on this year.
Goal 1 – Standardise the CRM (customer-relationship management) platform across countries
Situation – Managing and actively documenting the company’s interaction with current and potential customers is really, really important in marketing. As the new (and first) dedicated digital marketing manager for the company, I learned the sales managers are all using different platforms to manage new and existing customer enquiries, and some are using an Excel sheet. Ugh!
CRM is pivotal in customer segmentation, which is vital in deciding who to contact, with what messaging, over what platform, and when to do it. You probably wouldn’t want to send an email newsletter about discounted products to customers who just purchased at full price, for example. Not cool.
The company also sells products in over 200 countries, which means adapting the content to more closely reflect the needs of that region is important.
1) Getting the sales team to CONSISTENTLY commit to updating a CRM
2) Migrating all existing customer information into the same platform
3) Integrating the website’s contact us form into the new CRM to auto-populate key details from new enquiries
This process is terrifying… particularly because this sort of structure doesn’t already exist within the business.
There’s so much I want to do, and it starts with creating and maintaining an accurate customer database so I have access to the data and statistics I need to make informed decisions.
Questions & Metrics
Q – Am I effectively communicating the need for CRM?
Basic Presentation to Sales Managers with my goals and stats:
- Was presentation viewed?
- Was presentation commented on?
- Did sales manager contact me directly with questions or concerns?
- Number of emails with sales managers
- Morale of sales managers
Q – Are team managers updating the CRM with their region’s contacts?
- Number of updates in CRM
- Date of last entry in CRM
- Number of details entered in customer profile
Goal 2 – Justify the need for a new website
Situation – Though the company’s website is only a year old, I’m really not satisfied with how it looks, acts, or represents our brand and products.
The hardware the engineers create is outstanding (GPS and IoT devices and tracking software). Our target market is…complicated:
1) Tech-savvy consumers who know what network they need and have a general idea of the devices they want.
2) Solution-based consumers who have a problem (tracking livestock) and need something that will work.
3) Business owners who are interested in rebranding the devices and platforms.
4) Channel partners who are interested in reselling our products to the general public.
There’s a lot going on here, and I feel like the website isn’t properly representing everything we are capable of providing. And operating in the tech-world, you need a beautifully designed, easy to navigate website. Data-driven design sells.
1) Apply the knowledge I am learning this semester in User Experience and Design to create a presentation for upper management. The presentation will define my goals and metrics (TBD – but increase traffic to the website by X%, increase the conversion rate for different landing pages by X%, etc).
2) Justify the expense with a competitor’s digital presence analysis
3) Thoroughly understand what each landing page on the website is trying to accomplish and optimise the content for customer satisfaction and search engine rankings
Questions & Metrics
What are our competitors doing?
- Number of Competitors
- Number of Products
- Landing Page Content
- Google Search Ranking
Q –Where do we currently rank in Google for keywords? Where do we want to improve?
- Number of Keywords
- Product Category
- Average Ranking by Country
Q –What pages on the website are getting the most traffic?
- Page, Traffic and Conversion Rates
Goal 3 – Master Mailchimp
Situation – Mailchimp is a great platform for email marketing. I’ve used it here and there, but I know the features it offers go far beyond what we’re doing right now as a company. It’s important that I gain a better understanding of how we can use the platform to send smarter email campaigns.
Though they don’t offer a professional certification, they offer a ton of resources here.
1) Make my way through the Mailchimp database while taking notes about what we are already doing, and what we can improve on.
2) Reorganize our current Customer lists based on CRM data (see Goal 1).
3) Understand how Mailchimp integrates with the contact us form on our website. The platform offers a ton of automation features that we should be using (Example – when a customer contacts us, they automatically get a welcome email of some sort that showcases our newest products and directs to resources).
Questions & Metrics
Q –How often am I learning about Mailchimp?
- Weekly Hours spent exploring the features and database
Q –What are the current email metrics?
- Number of emails sent each month
- Number of subscribers
- Number of opens
- Number of clicks
- Conversion Rate
If I’ve learned anything from my internship, it’s the fact a blog post needs a strong call to action at the end. So, please send positive thoughts and vibes as I stumble through the next few months as a full time student and a recently hired, sort-of-know-what-I’m-doing marketing manager.