Yes, it’s a #humblebrag but as digital marketers we’re pretty damn good at well, marketing. Yet recently I’ve noticed that we’re not so good at actually marketing our marketing. In other words we deliver a lot of substance but without much style.
Our presentation of what we do lets us down.
- A lack of understanding from senior management
- A lack of buy-in from clients
- Little or no implementation or appreciation of your efforts
Let’s take an example.
A marketing friend copied me into the new brand guidelines she’d been working on. They were good, and I mean seriously good. The last 4 months I’ve seen her sacrifice her time, energy and effort in cajoling the powers that be into confirming the messaging, fonts and image style to drive the brand forwards. And once done?
She sent an email. Once. 2 lines of text with the brand guidelines as an attachment. The amazing document was buried in my inbox within 5 mins before sinking into obscurity between spammy sales messages and other life admin.
So, if you’ve made your marketing – what next?
The critical takeaway here is to invest effort into the delivery and distribution of your work – as well as actually doing it.
Think about who your work needs to reach – what’s the best method of communication with them?
People learn in different ways. I’m happy to read an entire manual. Some need a spreadsheet. Others need a video. Others need a 6 second video. So present your work knowing who you’ll be presenting to and align it around them. Options include:
- Group meetings
- Multiple emails
When in the week are the decision makers going to be most receptive?
Choose a day and time when people are going to have the space to give your work the time it deserves. And if they miss it first time, then make sure you follow communications up. Repeat your emails. Collar them after a meeting. Phone them. Don’t just let your work do the talking.
Do they need to understand everything?
So, you’ve got to pitch for budget for conducting a website migration? Most people you work with don’t automatically ‘get’ digital so don’t flummox them with jargon about 301 redirects. Phrase your work in a way they’ll understand. (“A website migration will ensure our order pipeline can be maintained when our new site goes live”)
Explain the process
People regard documents as documents with little or no consideration for the sheer effort that’s gone into a project. So tell a story, get emotional if you have to. But don’t just explain the mechanics of how you came to your result.
It’s the difference from “Here’s our idea” to “Our idea was whittled down from 15 others that after a lot of discussion the odd argument and 4 vats of coffee the team came together to decide on the ideas we’re about to show you…”
Do not assume people listen – or understand (or both). If you want to make a project succeed bang the drum for your project time and time again. That might mean constant mentions, multiple emails – or carefully positioned printed copies just accidentally left on your bosses desk
Just never assume people will absorb what you’ve done first time round.
This isn’t gospel. Far from it. Lots of people work in lots of different ways, but just because you create world class marketing don’t assume it’s going to get the attention it deserves. So,
- Make a plan of how you’re going to present your work
- Align it to your audience
- Plan a process from start to finish with multiple touchpoints to really make your audience appreciate what you’ve done.
Thoughts? Tweet us @unwrittenteam