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How do you keep track of your marketing tools across platforms?

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As a marketer, you probably use a variety of tools to communicate with your audience, such as email, social media, webinars, podcasts, blogs, and more. But how do you keep track of all these tools across different platforms and channels? How do you ensure consistency, efficiency, and effectiveness in your marketing communication strategy? In this article, we will share some tips and best practices to help you manage your marketing tools across platforms.

本文章的要点总结

Centralized scheduling:

Using a unified platform for content scheduling across channels allows you to manage posts and ads effectively, streamline responses, and analyze performance comprehensively.
Define KPIs:

When launching campaigns, setting clear Key Performance Indicators (KPIs) is crucial for measuring success and guiding optimization efforts, ensuring your marketing hits its targets.

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1 Define your goals and metrics

Before you start using any marketing tool, you need to have a clear idea of what you want to achieve and how you will measure it. For example, do you want to increase brand awareness, generate leads, nurture relationships, or drive sales? What are the key performance indicators (KPIs) that reflect your goals, such as reach, engagement, conversion, retention, or revenue? By defining your goals and metrics, you can align your marketing tools with your desired outcomes and track your progress and results.

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Noemi Rhodes

Integrated Marketing Communications Leader | Elevating Brand Visibility & Engagement with Data-Driven Digital Strategies
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There is 1 thing that I often see with businesses either testing new platforms or relaunching a past initiative: Setting a budget but no other KPIs to drive optimization or refine targeting. An item to consider >> + If your business has attribution tracking, what further information does your team need to estimate variances on {open rate / avg. order size / ROMI / target Cost per Action}? --- Automation and AI are open and available features on most marketing tools. The more information that we can feed these tools on our precise business goals, the better performance can be optimized based on past account history.

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2 Choose your tools wisely

Not all marketing tools are created equal. Some may be more suitable for your audience, message, budget, or industry than others. Some may offer more features, integrations, analytics, or support than others. Some may require more time, skills, or resources than others. Therefore, you need to choose your tools wisely and avoid using too many or too few. You can use a framework such as the PESO model (paid, earned, shared, and owned media) to categorize and evaluate your tools based on their strengths and weaknesses.

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Noemi Rhodes

Integrated Marketing Communications Leader | Elevating Brand Visibility & Engagement with Data-Driven Digital Strategies
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The fact of the matter is that we're in a time when "digital marketing" is a much more well-invested, competitive, and de-facto space for most (if not all) companies. Something I think about when helping businesses set up / refine their marketing investments is ultimately whether there is a sustainable budget for said initiative. Even Google Ads may not be the best decision for a small brand that is still growing brand awareness if in a competitive market and unable to afford appropriate impr. share. In this example, it's also a best practice for most Ads strategies to have a daily budget of 10x your target cost / acquisition to see even a single conversion -- preventative or potentially wasted spend for businesses with smaller budgets.

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3 Create a content calendar

A content calendar is a tool that helps you plan, organize, and schedule your content across different platforms and channels. It can help you avoid duplication, inconsistency, or gaps in your communication. It can also help you coordinate your content with your events, campaigns, or seasonal trends. You can use a spreadsheet, a project management tool, or a dedicated content calendar tool to create and update your content calendar. You can also use a content audit to review and optimize your existing content.

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Arnold Akampulira

typing.....??
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A centralized content calendar accessible by the marketing team makes a big difference. A well-organized spreadsheet with the different content, campaigns and links to published content gives the team better insight into what content has been published and if you add a performance tab, you are able to see the different performance metrics you're keen on improving eg; impressions, engagements, clicks etc. For a bigger organization spread across multiple teams, platforms such as monday.com can bring a lot more than just marketing content in one place & give you more control, insights and flexibility with over 200 integrations available.

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4 Use a dashboard or a report

A dashboard or a report is a tool that helps you monitor and analyze your marketing performance across different platforms and channels. It can help you see how your tools are working together, what is working well and what is not, and how you can improve your communication strategy. You can use a tool that collects and displays data from multiple sources, such as Google Analytics, Facebook Insights, Mailchimp Reports, or HubSpot Dashboards. You can also use a tool that allows you to create and customize your own dashboard or report, such as Tableau, Power BI, or Google Data Studio.

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5 Automate and integrate your tools

Automating and integrating your tools can help you save time, reduce errors, and increase efficiency in your communication. You can use a tool that automates repetitive or tedious tasks, such as sending emails, posting social media updates, or creating webinars. You can also use a tool that integrates your tools and allows them to communicate and share data with each other, such as Zapier, IFTTT, or Integromat. However, you should not rely on automation and integration alone. You should also check and test your tools regularly and maintain human interaction with your audience.

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Arnold Akampulira

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For over 2 years my team has been using Falcon for automatically scheduling our social media content across all our channels including a new integration for Tik Tok. This greatly improves our effectiveness since we also get to manage all the responses, view the content performance, optimize and test new variations all in one platform rather than sign into each platform. We can also monitor ads run on any of the platforms therefore giving us a very good view of how our organic campaigns are performing in relation to the paid ones. For email, we utilize Sail Thru for all our email campaigns, scheduling and performance analysis as well as running A/B test.

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6 Learn and adapt

Keeping track of your marketing tools across platforms is not a one-time or static process. It is an ongoing and dynamic process that requires you to learn and adapt to changing needs, preferences, and trends. You should always seek feedback from your audience, peers, and experts on how you can improve your communication. You should also keep an eye on new tools, features, or best practices that can enhance your communication. You should also experiment with different tools, formats, or strategies and see what works best for you.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you keep track of your marketing tools across platforms?

1

2

3

4

5

6

7

1 Define your goals and metrics

2 Choose your tools wisely

3 Create a content calendar

4 Use a dashboard or a report

5 Automate and integrate your tools

6 Learn and adapt

7 Here’s what else to consider

Marketing

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How do you keep track of your marketing tools across platforms?

1

2

3

4

5

6

7

1 Define your goals and metrics

2 Choose your tools wisely

3 Create a content calendar

4 Use a dashboard or a report

5 Automate and integrate your tools

6 Learn and adapt

7 Here’s what else to consider

Marketing

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