Is your corporate metabolism a bit sluggish? Are you dragged down by the weight of meeting-itis? Do you need more energy and resources to respond to the ever-increasing demands of your customers?
Well I wish I could tell you about the next magical black box, with the persuasive infomercial that promises you miraculous gains without any of the hard work required. If you bought any of these gimmicks before and are tired of their sugar-coated promises and lackluster results, then maybe you are ready to get on the marketing optimization fitness plan.
Here are four exercises that should help you on your way. Don't worry if you don't execute perfectly on the first try; the key to this plan is to continuously improve day after day.
Exercise 1: Tweet VP
In 140 characters or less, tell me the value of doing business with you. What makes you different than your competitor? This is like writing your unique value proposition or unique campaign proposition, but you are limited to the number of characters, as if you were going to post it on Twitter. If you do a good job of this, you could lower your bounce rates by putting this on every landing page.
You should revisit this regularly and try to improve the power behind each word.
Exercise 2: Reflexive Response Time
Choose one of the following:
A.) If you are an e-commerce retailer, take 10 mystery shoppers and time how long it takes from customer order to fulfillment. Then have each of them contact customer service via e-mail, phone, and Twitter and time how long it takes for them to get a resolution. How did you perform? Were there any breakdowns in operations? Did each channel respond equally? How can you improve?
B.) If you are a lead generation business, take 10 mystery shoppers and have them complete your lead generation forms. How long until they got their first real response - not an automated one from an e-mail auto-responder? Keep in mind that a lead loses its effectiveness by six times in the first hour. Now have these "leads" well-prepared to respond to a sales person's questions. How long does it take for them to get a real price for your product or service? Then have these leads break into groups and ask tough questions by phone, e-mail, and Twitter or Facebook. How did you perform? Were there any breakdowns in operations? Did each channel respond equally? How can you improve?
C.) If you are a publisher - pick a unique story line. How long does it take for your article to be researched and published? How long does it take until they get promoted and socialized on each of the social sites that you participate on? Have some pretty specific new information or corrected information to the article ready and ask your team to revise their article. How long does it take for it to be revised? Have "subscribers" ask a question each by phone, e-mail, and Twitter. How long did it take to respond? How did you perform? Were there any breakdowns in operations? Did each channel respond equally? How can you improve?
Exercise 3: 25 Interesting Things About You/Your Customers
You may have seen this pass-along on Facebook a while back as people started to list 25 interesting things about themselves. Do the same thing for your business and have several people involved in your business do the same. Then find the most interesting ones and use them on your about us page. This will enhance your credibility by adding transparency into your company.
Exercise 4: Metrics Madness
Have each of your team leads in a meeting room with you as you open up your marketing dashboard with your KPIs (key performance indicators). Go through each one and ask them what the team's plan and role is as each one of those metrics changes by 20 percent up and by 20 percent down. Do they have clear action items? How long would it take for them to respond? Do you have too many KPIs or are your KPIs not clear enough? Can they prioritize these changes effectively?
There are plenty of other exercises you could perform on your way to becoming a marketing optimization fitness fan. Living the lifestyle that performs under pressure, responds to changes rapidly, and serves your customers and business in real-time fashion is just one way to improve your corporate metabolism fitness levels. What else are you doing to stay fit?
Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
June 5, 2013
1:00pm ET / 10:00am PT