What is Program Marketing?
Marketing plan, strategies, programs, and frameworks are terms that are easy to come across in the business and advertising world. Marketing programs consists of processes, technologies, people, and relationships that come to play to achieve a goal. Usually, this end goal involves engaging clients and improving the sales of services or products. But what constitutes a good, goal-oriented marketing program? See more below.
Components of an Effective Marketing Program?
A marketing program that achieves marketing goals while maintaining cost-efficiency is efficient. The plans should be precise and should not be examples copied from competitors in as much as you want something that will already be tried and tested. You must find something many of your subscribers would like from your company and work on a strong reputation. An effective marketing program has the following design/components to succeed in convincing the market.
- Proper marketing professionals
One of the vital professionals in a marketing program team is a marketing program manager/chief marketing officer/marketing director. They coordinate and see through all marketing activities and develop the marketing plan. They know the goals, and barriers to achieving them and have a good idea of the business and market SWOT and PEST environment. The marketing director should also understand the budget, depending on the structure of the business/organization and do the planning.
Another professional should be the marketing strategist that works with the director and sales managers to reach goals and objectives. They collaborate on data-driven proposals to help achieve business goals. These professionals usually understand business practices and technology. They typically major in marketing in college and have experience as well. Their job with sales managers helps refine their marketing program approach as they build messaging related to the audience but will yield a business outcome as desired.
Project managers oversee project execution. This means they cooperate together with managers and strategists to ensure all resources needed are available for content production in the marketing campaign. They are concerned with production and strategy and work with designers, advertisers, creators, and consultants to ensure the strategy is understood. The other parties do the bulk of the job and coordinate activities to ensure that everything is as it should be.
The production team consists of individuals who execute the marketing project to meet marketing objectives. The team comprises videographers, consultants, designers, developers and writers. However, each specific project might need specific professionals depending on the needs, budget, and nature of the projects and the services.
- Marketing framework
For a new project to be completed successfully, there must be a marketing framework to help in its execution. While the plan is the bigger marketing strategy, the marketing framework is structural and shows how the plan will be implemented to meet the target.
The best frameworks to get clients is the inbound marketing framework. Alternatively, it may be referred to as pull marketing. This framework involves search engine optimization and content marketing. These two strategies involving content and SEO are meant to move leads into prospects into becoming clients.
The first stage of this framework involves lead generation. At this stage, you create brand awareness to generate traffic to the website and sustaining a relationship by capturing a subscriber’s address. Here, you make use of blogs, tips and tricks, infographics, and video content to capture a target audience. This content is optimized, so it becomes discoverable when this type of content is searched.
Once, the first stage is successful, the next stage involves strategic nurturing of leads. Once you have captured the attention of a lead, you need to keep them engaged, so they go deeper into the funnel. In some cases, they may drop out before reaching deeper into the funnel. You can accomplish this by sending useful material through channels that include social media, direct mail and email inbox. You can use other tactics, for example, video animations, white papers and infographics to relay information representing your company.
Then, you involve yourself in sales enablement through case studies, product demos, and sales videos. Lastly, you will improve customer loyalty by management through tactics such as having a detailed FAQ section, and turning customers you consider loyal into brand ambassadors. Taking these steps will help you accomplish all goals on your list, although it will take time.