The marketing department lies right in the middle of the sales, operations and customer service departments. The department is at a position where it can bring in leads, increase retention of leads and reduce churn. A good marketing mix consists of organic and paid - both of which have their own benefits and downfalls.
Organic and paid work hand in hand to fulfil objectives that are assigned to each. Each channel has its own core features in terms of reaching the target audience and exciting them.
Here are some of the broad goals of the marketing department:
1. Increase revenue: Revenue is a direct proportion of visibility and share of voice in the market. Revenue generated via a strong marketing mix is said to be sustaining and long-lasting.
2. Generate leads: Leads is a real-time measurement of marketing effectiveness for the top of the funnel activity. Once a lead qualifies as being high-quality it becomes a marketing qualified lead (MQL)
3. Reduce churn: Churn is a negative metric for a company as it means customers are leaving dissatisfied. Marketing’s role is to understand the why and then solve for that problem.
4. Improve brand recall: The marketing department, via repetition and targeted ads, can increase brand recall via logo, branding or social media for example. Higher the brand recall, higher the chance that a customer will remember you when they require that particular service.
5. Launch new products/solutions: Product marketing teams are given this responsibility to ensure that existing customers know of new launches and at the same time, new ones are brought into the funnel.
6. Build a community: If you are aiming to be a well-known brand, you have to build a set of people around your product or service who are not just loyal but also have an affinity towards your brand.
Marketing Department Org Structure:
The marketing department is split into organic marketing and paid marketing as major segments. Organic marketing is involved in brand building, interacting with leads and customers, educating customers on capabilities- so on and so forth. It’s more to do with brand and awareness in the funnel.
Paid marketing is, however, placing your bets on audiences you know will convert. It’s more of a ‘push’ than pull strategy. It focuses on the audience taking an action based on accurate targeting.
Organic Marketing OKRs:
The players for these OKRs would be Content Marketers, Social/Digital Marketers and their Marketing Managers.
Objective – Launch a new product and build buzz around it
Key Result 1: Create and implement a go-to-market strategy within 15 days for the next 6 months
Key Result 2: Build 3 weeks of themed collateral to build awareness, educate and inform the customer of why our offering is the best option. This will be used on social and the website
Key Result 3: Host 3 community-based events in this quarter concerning this product launch
Objective – Grow digital presence organically
Key Result 1: Publish 5 blogs with appropriate SEO keywords every week
Key Result 2: Change website banners every 10 days to indicate product features and strengths
Key Result 3: Maintain a 4:1 onsite “Interview Offer” ratio
Key Result 4: Gather 5 backlinks a month from high DA websites
Objective – Improve Website Metrics
Key Result 1: Increase sessions by 20% in the next 3 months by posting relevant content and securing guest posts
Key Result 2: Increase unique visitors to the website by 15 every month
Key Result 3: Reduce bounce rate by 2% ever quarter
Key Result 4: Increase time spent on site by 1% every month
Key Result 5: IAchieve a target of 10 leads a week on the website
Objective – Encourage brand awareness via email campaigns
Key Result 1 : Send 2 newsletters a week with product updates and launches starting T-15 weeks to launch
Key Result 2 : Build and grow the email list via organic channels by 30% month over month
Key Result 3 : Engage the audience for a 10% CTR on email CTA’s.
Objective – Build brand awareness so that we are tip-of-tongue for the segment
Key Result 1 : Create 5 swag branded items to be sent to the top 100 customers
Key Result 2 : Engage 3 influencers every week for branding and marketing activities
Key Result 3 : Take part in 4 community events every quarter
Key Result 4 : Publish 5 blogs on relevant magazines – online and physical
Key Result 5 : Secure 10 speaking engagements for top management every year.
Objective – Build and maintain a presence on social media channels to engage with our audience
Key Result 1 : Increase followers by 200 every month on Facebook and Instagram, 50 on Twitter and 10 on Linkedin
Key Result 2 : Increase organic comments by 5% every quarter
Key Result 3 : Post share-worthy content once every week.
Objective – Increase customer retention by satisfying and understanding their needs
Key Result 1 : Ensure customer service is talking to 2 top customers a week for feedback
Key Result 2 : Surprise and delight 1 hero customer a month
Key Result 3 : Engage biweekly with social media followers and/or customers with a minimum of 5 comments a day
Paid Marketing OKRs:
The players for these OKRs will be people Ad Marketers and their Marketing Managers.
Objective – Be present and visible on Google to attract and grow the audience segment
Key Result 1 Plan and manage a budget of 10,000 INR per month, with a 1000 INR increase every month
Key Result 2 Maintain cost per acquisition between 150INR -275INR every week.
Key Result 3 Build a direct-to-sales call funnel with a target of 60 calls a week
Objective – Run PPC campaigns to further push our website and content to target audience
Key Result 1 Optimize campaigns for a minimum of 500 clicks a week from
Key Result 2 Track and monitor ad quality score to be in the range of 6-8+ every month
Key Result 3 Reduce cost per click by 10% month over month by optimizing and narrowing funnel
Key Result 4 Increase CPM/impression metrics by 15% every quarter
Objective – Target our potential customer base on social media
Key Result 1 Run and optimize campaigns for branding with a CPC of 5INR
Key Result 2 Keep track of relevancy score on Facebook ads manager, aim to maintain a score of 7+
Key Result 3 Promote top 20% of organically performing posts for reach and website visits
Key Result 4 Increase purchases from sponsored ad by 10% every quarter