10 Top Tips to Enhancing Your Marketing Efficiency

Now more than ever, when we want things, we typically want them then and there, our industry and our businesses are no different. Of course, when it comes to digital marketing your strategies and campaigns are likely to take time to come to fruition. That’s just the nature of what we do as marketers. However, there are some ways to improve the efficiency of how you carry out your responsibilities.?

Being able to quickly conduct your marketing initiatives is a skill that often comes with experience and practice. With that said, even the most seasoned marketers should be striving for improvement, and marketing efficiency should be on the list of priorities.?

With many businesses going hybrid or working from home completely, now should be a good time to review the efficiency of your marketing and identify new opportunities for improvement. If you’re new to the marketing scene, or you’ve been in the industry a while, here are our top tips for improving the efficiency of your marketing.?

What is Marketing Efficiency?

Before we jump into our top tips, let’s first identify what we mean when we refer to ‘marketing efficiency’. The word efficiency means the same here as it would across any other industry. To perform efficiently; is to deliver your work in a way that achieves maximum productivity with minimum wasted efforts or expense. Marketing efficiency is the term given to describe the relationship between your marketing inputs and the consequential marketing outputs.?

As you’re likely already familiar with, marketing inputs can vary greatly. In the context we’re looking at, a marketing input could be time, monetary spend or other resources. Your marketing output will be the desired results of these inputs, to make this clearer, let’s look at a couple of examples:

If we were looking at?a PPC Campaign?we’d highlight the budget as the input and the no. of conversions as the primary output. An efficient PPC campaign would utilise less of the budget for the best possible return on your investment.?

Another example could be in relation to?content marketing?where your input would likely be time with a possible output being generating new traffic. However, we wouldn’t just evaluate the copywriting time, we’d look at planning, proofing, and publishing.?

This exercise should help you identify potential bottlenecks in your marketing processes which can then form a part of your efficiency plan.??

Why does marketing efficiency matter?

So why does the efficiency of your marketing even matter? Well, that sounds quite silly as a question in itself doesn’t it? In marketing, and in fact any business out there, they will have commitments and targets to improve the efficiency of each department or function of the brand. The more efficient a brand can be, the more resources can be saved.

There is a clear relationship between marketing efficiency and return on your investment. Marketing efficiency focuses on achieving smaller spend or great savings for the same results. This is a goal that businesses from various sectors and markets will share, although each one will have its measurables.?

At a time when?only 22% of marketers?are satisfied with their current conversion rates, now is the time to reevaluate the efficiency of your marketing. Below we’ve outlined 10 actionable top tips to make your marketing more efficient.?

Our Top 10 Tips for Efficient Digital Marketing

1. Revisit Your Marketing Goals
2. Regularly Audit Your Content
3. Build or Update Your Personas
4. Reevaluate Your Products and Services
5. Plot Your RACI Matrix
6. Streamline Your Approval Process
7. Keep Your Marketing Meetings Productive
8. Make Use of Collaboration Tools
9. Clean-Up Your CRM
10. Partner With a Marketing Agency

1) Revisit Your Marketing Goals

Time and time again we hear from brands that they can’t recall the last time they reviewed their own marketing goals. Too often goal-setting is a set-it-and-forget-it exercise that leads to a lack of focus and direction for your marketing strategy. One of the first steps to achieving optimal marketing efficiency is revisiting your marketing goals and objectives.?

Without a clear goal in mind, you could end up wasting precious resources producing content or running a campaign. To maximise the efficiency of your time and efforts you need to ensure that each project or campaign fits into your overarching strategy. By doing so, you can guarantee that each of your actions directly contributes to achieving your wider marketing and business goals.?

If you’re still not sure, communicate with the rest of your team or stakeholders to make certain you’re aligned.?

2) Regularly Audit Your Content

This one is not the most desirable activity we have to do as marketers but it’s a job that must be done. Regularly auditing your content means you’ll build a form of catalogue that organises all of your brand’s content. Primarily, content audits are used to ensure there isn’t any repetition and to identify pieces that require an update. This will save you time digging through your website or wasting time on content you’ve already created.?

In the context of improving your marketing efficiency, your content audit will be a good tool to add to your arsenal.?

Your audit will support you to effectively repurpose, repackage and redistribute your content. When your audit is complete, you’ll have an overview of the content required to create heftier content offerings such as an eBook. In addition to this, your audit will enable you to quickly identify gaps in your content and help shortcut planning processes.?

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