Managing a digital marketing project requires you to streamline and oversee the online project from its conceptual phase up until its completion. No matter how your sun sign affects your management style, you will need all your skills to successfully initiate, plan, execute, delegate, track, monitor, control, review and formulate a budget.
You will need to schedule projects, tasks, and meetings and assign everything properly. Also, work within the budget frame, tactically and strategically direct different team members and access everything in the end.
The following 5 ways will get you prepared to tackle any kind of digital marketing project:
Determine if your company really needs a full-service branding project for positioning itself in the market and in the audience’s minds. Are you expanding an already developed brand or building a new one? Identify brand guidelines and work on its digital style.
Go through all the available data. You will need it to make qualified decisions. Instead of starting from scratch, look through the resources the company already has. Research it. Meet with the management team and find out how they track relevant information and with which tools. Once granted access to these tools, use them to build the big picture. Especially look at website analytics, sales reports, and customer profiles.
Understand what makes your products great and original. Ask yourself Why would someone buy my product instead of the competing ones? Search for different perspectives within the company about the product. Sit with each department, this way you will get a look upon the battlefield, and some people understand the company inside and out and can point you in the right direction. Always start with the sales team, they can help you with optimizing a coherent approach.
Never forget what the client’s goals and visions are. You aren’t developing your own vision but instead working inside the frames of someone else’s. Have a clear grasp of what the client wants.
First, investigate what goals have you been given and what expectations are you required to meet. Your management team says “more traffic” but is actually thinking “more sales or leads”. Ask questions to delve deeper.
Then go through all the ideas you have on how to accomplish this. At this time a vetting process will be needed to measure their impact on the business.
For example, the three usual goals are:
- Bigger Traffic
- More emails subscribers
- More Customers
Thus, every project needs to affect one of those goals, otherwise, it isn’t cost-efficient. Define clear goals. The more goals you have that much smaller their impact is going to be. Not to mention the focus your team is going to need thinking about many things simultaneously. Go for three or fewer goals for a single project. This way it’s easier to measure their success and influence.
Goals – Set them up to be S.M.A.R.T instead of V.A.P.I.D ones.
- S – specific
- M – measurable
- A – oriented toward action
- R – realistic
- T – time defined
- V – vague
- A – amorphous
- P – pie in the sky
- I – irrelevant
- D – delayed
Formulate a comprehensive plan that will be aligned with your company’s overall game plan. For example, make sure the mailers you send have a call to action (CTA) to relevant pages on the website, campaign, and audience specific. Go into the details when it comes to the specifications and requirements of the project. Make sure it is approved by appropriate stakeholders before starting.
Take into account talents, tools and budget available. This way, you can equate between what is required and what is available to achieve it. The audience must win. Each time. If you don’t create the content audience will love, there is no project execution.
Control, test, and monitor:
Before sending out the emails make sure they are tested. For example, if you send emails that aren’t tested first you might send them various grammatical errors and spelling mistakes. And that will make those emails be seen as spam or be an instant turn-off for many customers who will wonder why would they spend money on a business which isn’t even concerned with spell checking their marketing emails.
Then, after the launch always ask “Where are we going?”. Keep track of all the metrics. Is traffic increased? Are there more email subscribers? A certain bias towards some metrics will always exist, but be sure those are the ones with the relevant impact on your business.
Designate a scrum master someone who leads the day to day meetings and keeps the project running. Do the same for a product owner – someone who will make sure that employees involved are working on the right tasks and completing them on time.
Now hold those scrum daily meetings, in the morning if possible, to review marketing project progress. Everyone needs to be asked three simple questions:
“What did you work on yesterday?”
“What are you doing today?”
“What problems did you encounter?”
It will be the scrum master responsibility to find solutions for daily problems. Solving and noticing issues on a daily basis will speed up the project much faster than finding issues every Monday.
With the advent of A.I. in the business plan, people are using more and more software, and tools present online to help with better project management. Cheap but still competitive, one of the better ways to ease your management burden. Features such as bulk posting and scheduled tweets allow sending millions of post each day without the time-constraining hustle. Other benefits of automation include – content suggestions and feedbacks, social media analytics, complete client management, and many others.
That’s it. Now you know which paths can lead your digital project to its successful completion. Use them, discover or create your own be the manager you always wanted to manage you.
Victor T. Miller, a Sydney-based business and marketing specialist who has expanded businesses over 5 years. I am a person who loves to inform people about the latest news in the marketing industry also as sharing tips and advice based on my professional experience and knowledge.