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Setting Goals

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.

Task

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. 

Task

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.

Task

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.

The Importance of Timing in Digital Storytelling: Snapchat Misses the Mark

While working on Task 1 for Week 3 (discussing how a brand has used paid, owned, earned and shared media in a chosen campaign), I started thinking about the importance of carefully planning and scheduling content to support new product or service launches.

Using Snapchat’s Spectacles as an example, they had the opportunity to either sponsor or self-create amazing videos of their new video-capturing glasses in action. But they relied too heavily on earned media generated through their initial announcement and pop-up “Snapbot” vending machines, started talking about their new product too soon, and did not properly invest in digital storytelling.

In 2016, I distinctly remember sitting on news sites one day at work and coming across an article about the Snapbot vending machines. I was impressed by the creative distribution strategy, the hype it created, and intrigued by the glasses themselves. I even discussed the campaign with my boss (more earned media via word-of-mouth)!

I went to Snapchat’s website to learn the glasses were ONLY available via these vending machines, in select cities, for a limited amount of time. There were very few videos of the glasses in use, and the “exclusivity” of the product made me feel like I just wasn’t lucky enough to get a pair.

Bummer.

I can’t imagine the Snapchat marketing team wanted those types of thoughts buzzing around the minds of potential customers – “Sorry, you can’t have these.”

User-created content of creators actually using the Spectacles to tell their unique stories, shared across platforms BEFORE the launch of the vending machines, in addition to online ordering options, would have saved this campaign. Just think about the type of content that could have been created…an incredible opportunity for showcasing the product and brand through exciting and unique user story-tellers…Athletes! Models! Moms! Musicians! So on and so forth.

Brawny Paper Towels DID use the Spectacles in a really adorable commercial here, but it failed to become viral.

We as marketers and digital storytellers can learn a lot from Snapchat’s Spectacle fail. Earned media needs to be supported by both paid and shared media. Paid and shared media needs to convey accessibility rather than exclusivity. And paid, owned, earned and shared media are incredibly time-sensitive, and are only beneficial if you’re ready to go to market with your product or service. Millennials get bored and distracted very, very quickly.

As I begin to develop user-based content for my new job towards the end of the year, I’ll be sure to pay careful attention to not only what I create, but WHEN it’s published. They might own one of the most popular channels for digital storytelling, but Snapchat certainly failed to tell their own here.

From SEO Snore to Digital Storytelling Galore – Transitioning from Technical to Creative Content Marketing

I have lived, breathed and slept all things Google for the past five months. As an intern at a large marketing agency this summer, I had to write some, um…very underwhelming content, to say the least, in the pursuit of high search engine rankings. Google is God, Google is King! Google Google Google!

My first assignment as an excited, passionate (naive) intern was to write a blog post about different types of… rope. ROPE. It was my first real introduction to content marketing for SEO, and it was the least creative, most painfully unauthentic thing I’ve written in years. And yes, it had my stomach in knots (ha).

Is this what digital marketers DO ALL DAY? Why did my rank drop from 3 to 4 for this keyword? How did that effect traffic to my site? Why is this so boring!

Feeling a little jaded after an uninspiring few months, I interviewed for a digital marketing manager position at a global company based in Perth that manufactures GPS and IoT technology. Really cool, slightly creepy, gadgets that can track and connect everything from boats, cars and containers, to alpacas, soil moisture and smart cities. And you can monitor it all on a nifty app. You can check us out here! (Shameless backlink, have to get that SEO after all!)

The devices themselves are amongst the best in the industry, and the specs get people onto the website and contacting us. The content is great for tech-savvy engineers who know what to Google. But we also want to grow beyond that market, and start attracting a somewhat “DIY” user, where, they have a defined need, something to track (say cattle on a farm or delivery vehicles), and don’t know what the heck they need to actually do it, they just need something that will, ya know, do it.

This opens up a world of awesome digital storytelling opportunities. We as a brand can showcase the stories of our current customers using our devices for really cool things to improve engagement with an audience that has similar needs (think Red Bull and GoPro). Let’s show off people using our devices to track sea turtles in Sydney, or reindeer migration in Norway, or whiskey distillery kegs and beehives in the United States! The products themselves are a little boring (sorry, new job). But I’m super excited about the stories their users create.

There are a ton of challenges here, especially as a still-in-uni postgrad student who sorta(?) knows what I’m doing in the big scary world of marketing. We don’t have a Burberry-sized budget, but I’m really looking forward to applying some of the strategies learned in this course to this real-world content marketing need. My role also includes keyword monitoring for SEO optimisation, but hopefully I’ll be able to spice up some of the content with some stellar storytelling techniques.