No matter what times we face, there are four key elements that will stay consistent and, if used correctly, translate into a positive overall ROI: people, processes, tactics, and technology. At TWIO, we always keep these four elements in mind when approaching any project for our clients.
When defining a new initiative within an organization, you need to identify it as a priority and start with these four key elements. Regarding priority identification, I recently read a great review for prioritizing in the book Essentialism: the disciplined pursuit of less by Greg Mckeown, “The word priority entered the English language in the 1400s. It was singular. It meant the very first thing or before. He remained unique for the next five hundred years … An executive told me about his experience at a company that talked about “Pri-1, Pri-2, Pri-3, Pri-4 and Pri-5”. the impression that a lot of things were priority but actually meant nothing was.
When we prioritize for our clients, we work with them to refine the primary focus. Then we can apply the four components to achieve positive results that found a business, keep it focused, and lead to positive turns.
If we organize the right people with the right skills, experience and ability, they will work together to define the process. From there, we can set the parameters for success (return on investment) and apply the right technology to speak to the right customer and generate net income.
These four key components should always consider online and offline customer touchpoints, as the combination of digital and offline touchpoints can increase customer lifetime value.
The first step revolves around people.
Culture eats strategy for breakfast, lunch and dinner. Understanding the culture within your organization will help you understand how to align processes, schedules and frequency of meetings, and define metrics for team building success.
Genuinely knowing your people across your organization is key here – this includes the marketing, sales, information technology, finance, and even human resources teams. This also includes your partners, which can be PR companies, a website agency, a digital marketing agency, community partners, and maybe affiliate programs that your business is a part of.
Now let’s move on to the second step: the process.
As consumers change the way they buy, you need to change your sales process. This means taking a step back to figure out different ways to intercept the consumer on their terms, whether you’re trying to get a purchase from that consumer or hit some other kind of conversion metric. This is where you need to build the roadmap to success while aligning the sales data to work on for growth opportunities.
The process that we see our clients going through helps us as a partner agency define the game plan for each instance and determine the tactics we come up with. This will eventually determine the tools we will need to be successful. Process mapping includes, but is not limited to defining success metrics, budget targeting, tactical planning, content and advertising plan mapping, technology stack implementation, and definition of metrics. reporting.
This is where the third step comes in: tactics.
Tactics are otherwise referred to as the marketing playbook and flywheel that we put together and activate for any business purpose for one of our clients. Tactics will adapt and adapt to the needs of the business, but the basic options will remain the same across the board.
Your marketing playbook should become the architecture around customer journeys that analyzes different touchpoints and provides seamless customer support and real-time multi-channel experiences both online and offline. See the diagram below for tactical options.
And finally, we are implementing and optimizing the fourth step: the technology stack.
As a business, the technology stack you own and invest in becomes your toolbox. This is what turns your flywheel. Integrating your technology stack and applying processes to those tools is what will bring all your different parts and parts together to activate your digital marketing engine.
An example of a technology stack might include: a customer relationship management (CRM) tool that includes email and marketing automation, customer service tools, integration with your e-commerce platform , optimized website experiences, your data asset management tool and your internal project management tool.
Think of it as a flywheel that takes time and strategic effort to move, but once it’s working it’s easy to speed up, slow down, and adjust.
The bonus to take away is an increase in income.
The # 1 goal of any business is always to maintain or increase its income. Understanding the customer’s needs and target market demands, as well as understanding the tone of those markets and customers, can help you speak to each group properly and will inevitably bring a positive ROI to your strategy.
When you use what we think of as the four key components that stay consistent no matter what – people, processes, tactics, and technology – your wheel will start to spin. Great things can happen when all the little things add up over time. The tools you test and refine ultimately drive revenue increases with specific target customers who become loyal and repeat customers.