You’re struggling to find new ways to engage with both current and potential customers. You know blanket ad campaigns and untargeted marketing simply isn’t the way to get this done but there you go, clicking ‘post ad’.
You know marketing efforts need to be personalized for different demographics and targeted toward your most likely customers, but you’re too busy for that when you have to manage a ton of marketing assets. Here are some tips that will help you get your marketing assets under control.
1. Identify Your Marketing Assets
So what are marketing assets? This is the first question that you need to ask yourself if you want to effectively manage your assets and keep your marketing efforts on track. Marketing assets are all of the pieces of content that make up your marketing efforts.
Marketing assets include the email copy you use for digital promotions, the presentations and slideshows you create for meetings, the ads you purchase and the direct mail campaigns you schedule. Everything that’s a part of your marketing push, from physical signs to digital logos, is a marketing asset.
2. Avoid Content Fragmentation
The business world is increasingly focused on multichannel efforts, which can be a bit of a double-edged sword. Having a multichannel or omnichannel focus helps ensure that your business doesn’t neglect certain segments (such as online shoppers) by having too sharp of a focus on a particular sales channel. On the flip side of this, trying to spread your focus out evenly across a number of channels greatly increases the likelihood of content fragmentation.
Content fragmentation is what happens when different channels develop marketing assets that are out of sync with each other. Over time they may even be inconsistent in their branding and message. This can create confusion among potential customers and in extreme cases can actually weaken a company’s brand. Marketing asset management is essential to combat content fragmentation and keep your company’s voice clear and consistent across every channel you’re active in.
3. Organize Everything by Audience
One way to fight content fragmentation is to focus first and foremost on your audience and not just the channel. Who exactly are you targeting with your marketing efforts? Develop your marketing plans according to audience, then within each audience group determine how best to apply those plans across multiple channels. This ensures that your audience and message remains consistent across print, direct mail, email and other channels that you hope to cover.
4. Develop Real Strategies
Many companies fall short when it comes to the effective use of marketing assets because they don’t actually create a plan for their most effective use. Instead, these companies simply determine what they need in their next marketing push and develop a version of that to push out across every channel they’re interested in. In a world where consumers are increasingly connected, this seems like a pretty hands-off and impersonal approach.
Instead, take the time to develop each marketing push into an effective multichannel strategy that makes use of all of the assets that are available to you. Determine how to apply the various assets so that the message is personal and targeted toward your desired audience, staggering deployments or using certain assets in creative ways to get the most out of each push.
5. Master Your Metrics
If you want to effectively manage your marketing assets, understanding your metrics is key. Pay attention to email open rates, redemption rates of direct mail coupons and other metrics such as how frequently discount codes included in certain advertising verticals are used.
This not only lets you know which marketing venues are most effective, but it also shows you which assets are performing best (as well as which are performing worse than previous efforts in the same channel.) Use the metrics available to you as a means to fine-tune your marketing efforts and increase the effectiveness of the assets you use in the future.
6. Embrace Automation
There are a number of tools you can use to automate some or all of your marketing efforts. By taking advantage of this automation you can significantly reduce the amount of time spent on deployment for any given marketing push. Even better, because everything is automated, you can typically make adjustments on the fly without disrupting the workflow of those who would otherwise be preparing for the deployment.
7. Communication Is Key
Chances are, different parts of your company all have access to different bits of information that would be useful for your marketing efforts. By compiling this information you should be able to make more effective use of your marketing assets and avoid significant setbacks from ad pushes or mailings that completely miss their mark. Encourage the sharing of information across channels, especially if it is possible to automate part of the process so that your marketing team has all of the information it needs to create effective strategies for your content.
8. Use Available Tools
Automation technology isn’t the only toolset that can improve your marketing asset management. There are a large number of tools available that make organization, communication and even asset design easier.
Tools with dynamic templates, integrated workflows and even easy syncing with creative tools can cut down significantly on the clutter and duplication that often plague marketing assets. Making use of cloud-based (or cloud-enabled) tools also eliminates dependence on specific computers, since it ensures that everyone within the workflow has access to everything they need without having to request it.
You knew it was coming, and here it is: our shameless plug. We’re PFL, and we’ve built a single-source marketing asset management solutions. ‘Marketing asset management solution’ is a really long title, so we paid our own Marketing department to shorten it by 9 characters to: Personal Marketing Center.
Personal Marketing Center, by PFL, allows you to access all of your marketing assets – digital or physical – from within your CRM. It allows sales reps to personalize marketing assets, using templates controlled by your marketing team. It leverages reporting tools in your CRM and marketing automation platform to report on how assets and collateral are performing. Because the Personal Marketing Center can access both sales and marketing data, it bridges the chasm between revenue teams and builds a complete picture of your customers.
9. Don’t “Set It and Forget It”
Managing marketing assets isn’t about getting the right tools and assuming that everything will flow smoothly from that point on. Marketing asset management is an ongoing process and it needs to be treated like one within your organization. Periodic reviews, metric audits and other check-ins should be an important part of your management strategy. Even when things go well, it’s important not to get too comfortable and let the “management” portion of asset management fall by the wayside.
10. Keep It Simple
Though good marketing asset management is vitally important to get the most out of your marketing efforts, it doesn’t have to be a complex and convoluted process. Automation tools, workflow integration and increased inter-channel communication should all make the management process easier, not more difficult.
Treat asset management with the respect that it deserves, but don’t use it as a way to complicate the marketing process. Use management techniques to make your marketing efforts more effective, and don’t be afraid to let the increased organization make multichannel marketing a little easier as well.
In the end, that’s what makes marketing asset management so important. The tools and techniques you use to manage your content and assets are there to reduce the complexity of the multichannel environment your company exists in. This streamlining will help your company to grow naturally in all of its sales channels, and with a little luck will save some time, money and effort as well.