Not just processes - or how to optimize and do effective marketing of a company

In this article, I want to discuss one of the most important aspects in a company, which is often approached incorrectly. While I am not directly involved in marketing, the optimization (or lack thereof) in companies can determine thousands of zlotys in costs, which may either bring the desired effect or lead to frustration and financial losses. Since I write so much about optimizing sales and production processes, it's worth noting that the already produced goods should be well-advertised. I often see mistakes in companies such as:

• Focusing on one form of marketing instead of a comprehensive approach,
• Lack of analysis or interest in what, where, how, and why - where people come from, why they leave, and don't buy. Unfortunately, it is not a magic formula where you spend 5000 PLN on ads, and boom, you get sales worth 100,000 PLN.
• Lack of testing, changes, implementation of reflections, audits,
• And others.

This article will not be a guide on how to implement Facebook ads or flyers to get a return, but rather we will focus on the approach to marketing in companies. When I conducted a "self-audit" of my marketing activities, it turned out that many actions were simply... unnecessary for me. I reach individual clients through Facebook, and corporate and business clients through LinkedIn. And it's also worth remembering Google Maps and SEO, but these are thoughts about my business, and you must think through your strategy on your own.

Why is company marketing so important?

This question may sound strongly rhetorical, but I have had conversations with companies that spent a lot of money on machines, production, and great products but did not prepare a good marketing strategy - and nothing sold. Worse still, even in 2024, I sometimes hear, "this marketing doesn't do anything," from people who started their companies a dozen or several dozen years ago. After all, it should sell itself, right? Unfortunately, in the age of information overload, product access with two clicks, and other modern tools, you have to fight a little for that customer.

Corporate marketing is not just a tool for increasing sales but a key element of building a brand and relationships with customers. A well-planned and executed marketing campaign allows a company to stand out from the competition, gain customer loyalty, and build long-term relationships. In the digital age, where competition is fierce and access to information is practically unlimited, effective marketing is essential for survival and growth.

Companies that ignore marketing often lose the opportunity to reach potential customers who might be interested in their products or services. Without a proper marketing strategy, even the best product may go unnoticed. Marketing is also a way to collect valuable data about the market and customers, which can help further optimize business activities. That’s why it is so important to treat marketing as an integral part of the company's strategy, not as an optional add-on.

The main aspect I see that works and how my brand is created is the authenticity of the message and consistency with what is important to us, reaching out to similar people. Studies among call center departments show that automatically matching salespeople to clients based on similar characteristics indicates a significant increase in sales.

Glossary of marketing terms - how to approach marketing analysis

As I mentioned at the beginning, in this article, I will focus more on optimization and analysis than on "doing" marketing. Therefore, it's worth getting to know a few terms that have significant importance in the context of building a marketing strategy.

KPI

KPI, or Key Performance Indicators, are metrics used to evaluate the success of an organization, teams, or specific processes in achieving set goals. In the context of marketing, KPIs can include various indicators, such as the number of new customers, website conversions, advertising campaign reach, and user engagement on social media.

KPIs help companies measure the effectiveness of marketing activities, identify areas needing improvement, and monitor progress in implementing the marketing strategy. They allow a better understanding of which actions bring the desired results and which require modification. Regular monitoring of KPIs enables quick response and strategy adjustment, which is crucial for achieving success in a dynamically changing business environment.

In other words, what do you want to achieve and from what do you want to be accountable, or maybe you are already being held accountable, can even be called key success factors. Drucker said that what is not measured cannot be managed. Others say: what we monitor, we develop.

ROAS

ROAS, or Return on Advertising Spend, is a metric that measures the effectiveness of advertising campaigns by comparing the revenue generated from these campaigns to the costs incurred for their implementation. In other words, ROAS allows determining how many zlotys a company earns for every zloty spent on advertising.

For example, if an advertising campaign generated 10,000 PLN in revenue and cost 2,000 PLN, the ROAS is 5. This means that for every zloty spent on advertising, the company obtained 5 PLN in revenue.

ROAS is a crucial metric because it helps companies assess which campaigns are the most profitable and which require optimization or a complete rethink. Thanks to this metric, more informed decisions can be made regarding the allocation of advertising budgets, increasing the efficiency of marketing spending. It's worth doing a lot of tests, especially A/B tests at the beginning, and selecting what works for us or our industry.

ROI

ROI, or Return on Investment, is a financial metric that measures the profitability of an investment. In the context of marketing, ROI allows assessing how effectively the invested funds contribute to generating profits. It is a key metric that helps companies determine whether their investments in various marketing activities bring the expected results.

For example, if a marketing campaign cost 5,000 PLN and brought a net profit of 15,000 PLN, the ROI is 200%. This means that the investment brought a return of 200%, meaning every zloty invested in the campaign brought an additional 2 PLN profit.

ROI is an essential metric for companies because it enables the evaluation of the effectiveness of different marketing activities and making more informed decisions regarding future investments. Regular monitoring of ROI allows companies to optimize marketing budgets and focus on the most profitable strategies. Often used by large investments, banks focus on two indicators for shareholders: ROE and ROI. If these institutions pay attention to them, maybe you should too?

Lack of analytics = lack of effective marketing

Without proper data analysis, marketing becomes a shot in the dark. Modern analytical tools allow for precise tracking of the effects of marketing campaigns, understanding customer behavior, and identifying areas requiring improvement. A lack of analytics leads to unknowingly wasting the marketing budget on activities that do not bring the expected results.

Data analysis is not just about collecting information but, above all, interpreting it and drawing conclusions. It allows identifying which marketing channels are the most effective, what content engages the audience the most, and what changes in the strategy can bring better results. Companies that ignore analytics often make marketing decisions based on intuition, which can lead to ineffective campaigns and financial losses.

That’s why it is so important to include data analysis in every marketing activity. Regular monitoring and optimization of activities based on the collected information allow for continuous improvement of the marketing strategy and maximizing the return on investment. Analytics is the key to effective marketing that brings tangible benefits to the company.

Worked hard, and what of it? It’s always worth asking this question at the beginning and the end of your actions.

What other mistakes do we make?

In addition to the lack of analytics, many other common mistakes are made by companies in their marketing strategies. One of them is the lack of a coherent strategy. Often, companies engage in chaotic marketing activities without a clearly defined goal, leading to ineffective campaigns and wasted budgets. It is crucial that every campaign has clearly defined objectives and is part of a larger marketing plan.

Another mistake is ignoring the target audience. Even the best-planned campaign will not yield results if it is not targeted at the right audience. It is important to know your target audience well, their needs, preferences, and behaviors. Only then can you create content and campaigns that truly engage and deliver results.

Companies also often forget about the importance of testing and optimization. Marketing is a dynamic field, where there is no one-size-fits-all recipe for success. That’s why it is so important to continually test different elements of a campaign - from content, through graphics, to distribution channels - and optimize them based on the collected data. A lack of tests and iterations leads to stagnation and wasted potential opportunities.

Finally, many companies neglect building relationships with customers after they have made a purchase. Focusing solely on acquiring new customers, instead of taking care of existing ones, can lead to a loss of loyalty and a decline in sales in the long term. Satisfied, loyal customers are often the best brand ambassadors, so it’s worth investing in building long-term relationships with them.

In corporations, I have improved projects through regular “lesson learned” sessions. What worked and what didn’t in a given process, project, or period? I encourage you to do the same. “Challenge yourself!”

Examples of tools for measuring the effectiveness of company marketing

Finally, I have prepared some general tools (without delving into specific programs) that will help you better manage marketing in your company - whether online or "live." If you want to learn more, you will find them in this article.

CRM

CRM, or Customer Relationship Management system, is a tool that helps companies manage interactions with current and potential customers. CRM systems allow for collecting, analyzing, and using customer data to improve customer service, increase sales, and optimize marketing activities.

The main functions of CRM include:

• Managing customer data: CRM systems collect and store customer data, such as contact information, purchase history, preferences, and interactions with the company. This allows companies to better understand their customers and tailor their actions to their needs.
• Marketing process automation: CRM enables the automation of many marketing tasks, such as sending emails, customer segmentation, tracking marketing campaigns, and managing leads. This allows for more efficient campaign management and better use of resources.
• Analysis and reporting: CRM systems offer analytical tools that allow monitoring and evaluating the effectiveness of marketing activities. Companies can track KPIs, such as conversions, campaign reach, customer engagement, and return on investment (ROI). This enables informed decision-making based on real data.
• Relationship management: CRM helps build and maintain long-term customer relationships through personalized communication, delivering personalized offers, and monitoring customer satisfaction. This, in turn, leads to increased customer loyalty and repeat purchases.

Examples of CRM systems include Salesforce, HubSpot, Zoho CRM, and Microsoft Dynamics 365. With these tools, companies can better manage their customer relationships, which translates into better marketing and business results.

In the beginning, it’s important to collect this data somehow - a sheet of paper or Excel will be better than working “by feel.”

Google Analytics

Google Analytics is one of the most popular tools for analyzing website traffic and the effectiveness of marketing activities. It allows for detailed tracking of user behavior on the site, which helps companies better understand how their marketing efforts translate into user interactions and conversions.

Google Analytics monitors where site traffic comes from, what pages users visit, how much time they spend on the site, and how they navigate through the site. This allows identifying the most important traffic sources, such as search engines, social media, email campaigns, or ads.

The tool allows tracking user actions on the site, such as clicks, scrolling, watching videos, or filling out forms. This helps understand which site elements are most engaging and which areas need improvement.

Google Analytics also offers conversion analysis functions, allowing tracking which user actions lead to desired results, such as purchases, registrations, or form completions. This enables optimizing marketing campaigns and websites to increase effectiveness.

With advanced reports and analytical tools from Google Analytics, companies can create detailed reports on the performance of their marketing activities, identify trends, and make informed decisions based on real data. Integration with other Google tools, such as Google Ads, allows for comprehensive management and optimization of advertising campaigns.

It’s worth spending more time learning and properly using this tool, especially after implementing GA4. But even a basic report can show you the results of your online efforts.

Regular and thoughtful reports

Regular and thoughtful reports are a key element of an effective marketing strategy. They allow companies to continuously monitor the effectiveness of their activities, identify areas requiring improvement, and make informed, data-driven decisions.

Reporting should be done regularly to enable quick responses to changing market conditions and customer needs. Weekly or monthly reports allow tracking progress in achieving marketing goals and evaluating campaign effectiveness on an ongoing basis. Regular analysis helps quickly identify which actions bring the expected results and which require optimization.

Thoughtful reports are those that not only present data but also provide valuable insights and recommendations. Reports should include key performance indicators (KPIs), such as conversions, campaign reach, user engagement, return on investment (ROI), and return on advertising spend (ROAS). It is also important for reports to be clear and understandable so that every team member can easily understand the information presented and draw appropriate conclusions.

Well-prepared reports should also consider market and competitive context, which allows for a better understanding of the company’s market position and identifying new opportunities. Integrating data from various sources, such as CRM, Google Analytics, social media, and advertising tools, allows for a fuller picture of marketing activities and their effectiveness.

The larger the organization, the more reports there are. If you plan to grow your company, consider what information will allow you to make strategic decisions and spot when something is wrong early on.

Information flow between teams

Effective information flow between teams is a key element of any organization, especially in the context of marketing activities. Good internal communication allows for better coordination of actions, avoiding misunderstandings, and quicker responses to emerging challenges and opportunities.

In companies where marketing collaborates with other departments, such as sales, customer service, or production, it is necessary to develop effective communication channels. Regular team meetings, both formal and informal, allow for the ongoing exchange of information, discussing progress, and planning further actions. These meetings can take the form of weekly briefings, daily short briefings, or special workshops dedicated to specific projects.

One of the most important aspects of information flow is data and analysis sharing. With tools like CRM or Google Analytics, teams can have access to up-to-date data, which allows for a better understanding of the situation and making more accurate decisions. Reports and analyses should be regularly shared with all relevant stakeholders to ensure consistency in actions and a unified understanding of goals.

It is also worth using modern technologies that support communication, such as project management platforms (e.g., Trello, Asana), communicators (e.g., Slack, Microsoft Teams), and document management systems (e.g., Google Drive, SharePoint). These allow information to be quickly and easily accessible to all team members, speeding up decision-making processes and increasing work efficiency.

Building an organizational culture based on open communication and collaboration is also crucial. Encouraging employees to share ideas, ask questions, and express opinions helps create an environment conducive to innovation and continuous improvement. Regular feedback and transparency of actions strengthen trust and team engagement, translating into better marketing and business results.

In addition to tools, the atmosphere and teamwork are important. Netflix creators said that organizational culture eats strategy for breakfast. There’s something to that.

Market and competitor research

Market research and competitor analysis are essential elements of an effective marketing strategy. They allow companies to better understand the market environment, identify new opportunities, and avoid potential threats. Properly conducted research provides valuable information that can support making informed business decisions.

Market research involves collecting and analyzing data regarding consumer needs, preferences, and behaviors. Companies can use various research methods, such as surveys, interviews, focus groups, or analysis of social media data. It is important that the data is up-to-date and representative of the target audience. Understanding customer expectations allows for tailoring products and services to their needs, increasing the chances of market success.

Competitor analysis, on the other hand, involves monitoring the activities of other companies operating in the same industry. It allows identifying their strengths and weaknesses, as well as strategies that bring them success. Companies can use various sources of information, such as industry reports, financial analyses, competitor websites, or social media observations. This helps better understand which marketing practices are effective and which may be less so.

Key aspects to focus on when analyzing competitors include:

• Marketing strategies: What communication channels and marketing tools do competitors use? What are their main advertising messages?
• Product offering: What products and services do competitors offer? What are their key features and prices?
• Positioning: How do competitors position themselves in the market? What market segments do they serve?
• Customer opinions: What reviews and feedback do competitors receive? What are the main customer complaints and praises?

Regular monitoring of the market and competitors allows companies to continuously adjust their marketing strategies, identify market gaps, and introduce innovations that can attract new customers. This makes it possible to maintain a competitive position in the market and achieve better business results.

Peter Lynch, as an investor in large companies, paid attention to where there were always queues and what products they were for. Think about where you would buy the service you deliver and perhaps start by copying some of the ideas.

Would you like to discuss the optimization of marketing, production processes, and all other aspects that are key to your business? Feel free to contact me!