Mike May’s Post

The 5 biggest fears Marketing Directors face and how to overcome them... 1. Managing Budget Constraints Amid Economic Uncertainty Fear Economic fluctuations force marketing directors to stretch limited budgets, making it hard to allocate resources effectively. How to Overcome Optimise Spend with Data Use analytics to focus on high-ROI channels and cut inefficient spending. Leverage Partnerships Collaborate with influencers or partners to amplify campaigns at lower costs. Focus on Retention Customer retention is often more cost-effective than acquisition. Build loyalty programs to drive long-term value. 2. Internal Buy-In for Marketing Initiatives Fear Gaining support from non-marketing stakeholders, like the board or C-suite, can be difficult. How to Overcome Speak the Language of Business Show how marketing drives revenue with metrics like customer acquisition cost (CAC) and lifetime value (CLV). Case Studies & Proof Points Use successful campaigns or industry benchmarks to justify investments. Cross-Departmental Collaboration Align marketing with sales and product teams to foster unified goals. 3. Balancing Creativity with Data-Driven Decision Making Fear Data-driven marketing may sideline creativity, leading to less original campaigns. How to Overcome Use Data to Fuel Creativity Let customer insights inspire creative, relevant campaigns. Data should guide creativity, not limit it. A/B Testing for Innovation Test creative ideas on small scales to assess their impact and take calculated risks. Balance Metrics and Emotion Use data to optimise, but keep emotional storytelling to drive brand loyalty. 4. Talent Acquisition and Retention in a Competitive Market Fear High demand for top talent, especially in digital and data roles, makes it tough to attract and retain employees. How to Overcome Foster a Culture of Growth Offer continuous learning, mentorship, and clear career advancement paths. Flexible Work Options Provide remote or hybrid work models to attract top talent in the current landscape. Engage and Recognise Talent Use recognition programs and performance-based incentives to retain employees. 5. Changing Consumer Behaviour and Expectations Fear Keeping up with rapidly evolving consumer expectations is crucial to maintaining customer loyalty. How to Overcome Radical Personalisation Tailor marketing to meet individual needs with hyper-personalisation. Customer Experience as a Priority Ensure seamless interactions across all touchpoints by aligning marketing with customer experience teams. Loyalty through Values Consumers increasingly seek brands that align with their values on issues like sustainability and diversity. Enjoyed this? Repost and follow Bruce Smith for more. Marketing Directors – does this resonate with you? Reach out to discuss or search Anecdote Agency.

Don’t make this costly mistake while crafting strategies for your clients. - Try not to focus too heavily on deliverables like the number of reels, posts, or ads produced. While these are important, they’re just tools, not the end goal. - Instead, prioritize the business outcomes that matter most to your clients. - Take the time to understand the specific metrics that each client values, such as sales, leads, store visits, brand awareness, or customer engagement. - Build your strategies around these objectives to ensure you’re both on the same page. - Avoid one-size-fits-all approaches. They may seem convenient, but they often fail to deliver meaningful results. - Align your deliverables with your client’s goals. For instance, if a client wants to increase foot traffic to their store, simply creating more digital content may not be the best approach. Consider tailored strategies like geo-targeted ads, local influencer partnerships, or even utilizing local newspapers and radio stations. Focus on the quality of your efforts over just producing a lot of content. Deliver results that truly impact your client’s business, rather than just what’s standard for your clients. Shift your focus from "quality of output" to "quality of outcome." And this mindset will help you become a valuable strategic partner for your clients. P.S. How many coffees does it take you to craft a killer strategy? Asking for my boss!

As the strategist becomes a thought partner to the client, what's the role for client services? Client services are often in an unenviable situation. Their value to the agency is undeniable - their job is to grow the account. But their value to the client is often less well-defined, and is further encroached on when strategists do their jobs well. I've seen this play out quite explicitly. I remember a meeting with a CMO client where our client services head was talking about some of the challenges the brand was currently facing. "I don't want to hear it from you," the client said to him quite abruptly. "I want to hear it from him," as he pointed at me. "He's the one who understands my business." Awkward. And even when it's not so explicit, that dynamic is often present, simmering under the surface. "Why am I paying for someone whose job it is to get more of my money?" The answer is not just to find a way to add value, but to add UNDUPLICATED VALUE from the work the strategist is doing on the account. The good news for client services is that strategists are usually woefully under-resourced on projects. We can't know everything we'd like to, and need to focus on the issues closest in to the problem we're solving. That means that client services can - and should - own the next ring or two out from that. For example: - If the strategist is focused on a campaign to launch in Q4, client services should be looking after the company's needs in Q1 - Q3 of next year. - As the strategist surveys the competitive landscape for some brand positioning work, client services should be paying attention to the next tier of competitors the brand will face as it grows (as a result of the current work). What do I mean by "looking after" and "paying attention"? I hear client services heads say all the time they want their team to "think more strategically." I don't think you can really do that in a way that creates partnership with the client without actually doing some strategy work. The thinking part is coupled with the work - of research, developing a point of view, finding insights, telling a story. A lot of my coaching is to help strategists act more like client services. I think there's an equal need in agencies for client services to work more like strategists.

Is social media a choice or a must-have tool for agencies? 57% of agencies reported 'Employee well-being/burn-out' as their top concern. Read how to avoid it using the right tools: - Lightening the Load: Juggling multiple clients becomes a breeze. Schedule all your posts in advance and free up your team for strategic tasks. - Consistency is Key: Never lose momentum with your audience. Ensure posts go live at the right times without needing to hover over your calendar. - Seamless Approvals: Ditch those never-ending email chains. Streamline client approvals directly within the platform for quicker, more efficient delivery. - Boosted Productivity: Collaborate like never before. Tools allow your team to work together seamlessly and ensure everyone's on the same page. - Error-Free Posting: Protect your brand’s reputation and ensure content is always approved and on-brand with error-minimizing workflows. - Data-Driven Decisions: Gain insights at a glance with built-in analytics, allowing real-time adjustments and demonstrating strategy value to clients. - Balance Efficiency with Creativity: Automate routine tasks and open up creative spaces for campaign ideation and brand voice refinement. Are you ready to transform your agency from overwhelmed to outstanding and focus on what really matters?

Be careful when hiring a marketing consultant, it could be a costly mistake. 👀 Unfortunately, there are more bad marketing consultants than good ones, and spotting the difference between the two, can be a real challenge! So, here are a few sure-fire ways to help you avoid making a bad choice: ❌ A bad consultant talks about the need for a SWOT, PEST or MASLOW. ✅ A good consultant will use market research and data to inform choices. ❌ A bad consultant talks about millennials, Gen X, or boomers as segments.  ✅ A good consultant segments using behavioural and psychographic variables. ❌ A bad consultant talks about creating customer personas. ✅ A good consultant will focus on customers motivations and perceptions. ❌ A bad consultant promises a strategy from a single workshop. ✅ A good consultant knows strategy takes days and weeks, not hours. ❌ A bad consultant talks about finding a brand's USPs.  ✅ A good consultant will focus on finding relative differentiation. ❌ A bad consultant has no strategic objectives to guide resources. ✅ A good consultant maps the customer journey to pinpoint opportunities. ❌ A bad consultant will only target the 5% of a category in-market. ✅ A good consultant will accelerate the 5% by building the brand to the 95%. ❌ A bad consultant will be obsessed with Promotional activities. ✅ A good consultant considers all 4Ps in the tactical marketing mix. What other opposites would you add to this list? Marketing Lab is a brand management and marketing consultancy working with regional, national, and international businesses to mitigate marketing investment risk, and ensure more informed decisions are made on how to grow market share, improve profitability and build brand equity. #marketingconsultant #marketingstrategy #brandmanagement

I talk to many business owners losing time and money on agencies that don’t deliver results. A digital marketing agency creating ads using generic messaging is like throwing spaghetti on the wall, hoping they'll stick. While after testing and tweaking they may eventually optimize and convert, the process takes time and costs lots of $$$$. It is far from optimal. Think of it this way, they use the same cookie-cutter tactics and copy for all of their clients. They don't create your strategy from scratch. Otherwise it would not be scalable for the agency. Real strategy happens when you roll up your sleeves and get into the business of your client. Understand their customers. This may mean listening to their discovery calls, their sales calls, their customer service calls, reading their email correspondence with their customers, maybe going to their business and shadowing them, maybe being on Zoom, co-creating while sharing your screens the whole day... Whatever it takes to really be involved. It's about understanding their customer's awareness level, pain points, desires, and aspirations and crafting messaging that speaks directly to them. But here's the kicker: this level of customization and personalization can't be achieved by simply following a one-size-fits-all approach. It requires collaboration between the client and ideally, someone who intimately understands the business and its customers. A strategist! Someone who acts almost as a demand generation manager or product manager. Who does their GTM and/or ABM strategy. Before entrusting your marketing efforts to a digital marketing agency, it's crucial to ask yourself: are they truly invested in understanding my business and my customers? Are they willing to go beyond generic tactics and create a strategy that's tailored to my unique needs and objectives? This doesn't mean having an account manager assigned to you by the agency as they are the sales people and not the strategists. You need to hire a marketing strategist/consultant before you hire an agency so that when you hire an agency you can give them your tailored strategy for them to execute. Don’t be blame on the agency. Hire a strategist. #smallbusinessmarketing #smallbusinessmarketingtips #startupmarketing #demandgeneration #techmarketing #marketingstrategist #startupadvice #smallbusinessgrowth #smallbusinessstrategy

Did you know what's the second most vital role for an agency CEO? Just after keeping clients coming in? Ever thought about it? Here's the answer: In the CEO role, a critical job (right after getting clients) is to act as a System Reliever. Wondering what that means? Picture this: As a CEO, your decisions ease the pressure built up from your sales and marketing. Still unsure? Let's break it down: Imagine a digital agency CEO splitting teams like market research, offer validation, segmentation, creative, and analytics. This helps in refining strategies, ensuring each aspect of marketing receives focused attention. Additionally, the CEO acts as a bridge between different departments, aligning their efforts towards common goals and resolving any conflicts or bottlenecks that may arise. By overseeing the overall system and making adjustments as needed, the CEO ensures smooth operations and maximizes the agency's performance. Curious to hear your thoughts! Drop a comment below and let me know how you envision the role of a CEO in an agency.

The Multifaceted Role of a Digital Marketer in Today's Business World The digital landscape is ever-evolving, and with it, the role of the Digital Marketer (DM) has become increasingly crucial. A DM is more than just a marketer; they're a storyteller, analyst, and customer relationship manager all rolled into one. Here's a breakdown of the key skills and responsibilities that define a successful DM: Product & Service Knowledge: A strong understanding of the company's offerings is essential. This forms the foundation for crafting compelling marketing strategies and campaigns. Analytical Prowess: DMs leverage data to their advantage. They analyze market trends, customer behavior, and campaign performance to gain valuable insights that fuel effective marketing strategies. The Power of Storytelling: DMs are masters of weaving narratives that resonate with the audience. They create stories around the company's products, highlighting their features and the value they bring to customers' lives. Building Customer Relationships: Understanding customer needs and pain points is key. DMs use this knowledge to tailor the company's offerings and ensure customer satisfaction and loyalty. Networking Expertise: A strong network is a powerful tool. DMs leverage their connections with influencers, bloggers, and other relevant parties to boost the company's visibility and reach. Data-Driven Decisions: DMs are data analysis champions. They use tools to measure campaign performance, identify what's working and what's not, and adapt marketing strategies accordingly. Problem-Solving Skills: DMs are resourceful problem solvers. They actively listen to customer concerns, identify issues, and propose solutions. They also use customer feedback to suggest improvements to the company's products and services. In Conclusion: Digital Marketers play a pivotal role in driving business success. They not only promote the company's offerings but also create a positive customer experience, leading to increased sales, customer retention, and overall business growth. Thinking of making a big impact on your business? Hiring a skilled Digital Marketer is a strategic move! #digitalmarketing #marketing #business #customers #storytelling #dataanalysis

🤝 Making Your Branding and Marketing Agency an Inseparable Part of Your Team 🤝 When brands engage a branding and marketing agency, the expectation is often for immediate results. However, success from day one requires more than just signing on the dotted line. It hinges on providing the agency with the right information and support to hit the ground running. Here are some crucial elements brands should help their Branding and Marketing agency partners with: 1. Product/Service Line - Detailed knowledge about the product or service offerings. 2. Why, How, and When - Understanding the brand's mission, values, storyline, milestones and timeline for campaigns. 3. Target Audience - Clear demographics, behaviors, and preferences of the target audience. 4. Audience Behavior Insights - Providing insights into customer behavior and preferences. 5. Brand Positioning - Articulating the unique selling proposition and desired brand positioning. 6. Brand Sentiment - Insight into current brand perception and sentiment among customers. 7. Marketing Objectives - Defined objectives and goals for marketing campaigns. 8. Media Buying Budget - Allocated budget for advertising and media buying efforts. 9. Feedback Model - Establishing a structured feedback loop between the brand and agency. I personally love weekly meetings/reports to the clients 10. Sales and Marketing Alignment - Coordination between sales and marketing teams for cohesive efforts. 11. Collaboration Channels - Determining the preferred channels and modes of communication between the agency and client. 12. Expected KPIs - Defining the desired deliverables and outcomes from the agency's work. Setting clear key performance indicators to measure campaign success. 13. Single Point of Contact (SPOC) - Designating a primary contact person for seamless communication. Successful brands understand the importance of collaboration and transparency with their agency partners. Next time you work with an agency, remember - Help them Help You! If you agree to all of those pointers and would love to help us(Digiholic) help you, let's talk - akshata@digiholic.in #B2BBrandingAgency #B2BMarketing #Agency

Growing a business involves a mix of strategic planning, effective execution, and adaptability to changing market conditions. Here are some steps you can consider to help grow your business: Set Clear Goals: Define specific, measurable, achievable, relevant, and time-bound (SMART) goals for your business growth. This could include revenue targets, market expansion goals, or product/service development milestones. Understand Your Market: Conduct thorough market research to understand your target audience, their needs, preferences, and pain points. Stay updated on industry trends and changes in consumer behavior. Develop a Unique Value Proposition: Clearly articulate what sets your business apart from competitors and why customers should choose your products or services. Focus on delivering unique value and solving customer problems effectively. Invest in Marketing and Branding: Develop a comprehensive marketing strategy to reach and engage your target audience. Utilize a mix of online and offline channels such as social media, content marketing, SEO, email marketing, and traditional advertising. Build a strong brand identity that resonates with your target market. Provide Excellent Customer Service: Prioritize customer satisfaction and invest in delivering exceptional customer service. Happy customers are more likely to become repeat customers and advocates for your business, helping to drive growth through positive word-of-mouth. Optimize Operations: Streamline your business operations and processes to improve efficiency and reduce costs. This could involve adopting new technologies, automating repetitive tasks, or outsourcing non-core functions. Expand Your Product/Service Offerings: Diversify your product or service portfolio to appeal to a broader range of customers or to capitalize on emerging market opportunities. Consider introducing complementary products/services or expanding into new market segments. Forge Strategic Partnerships: Collaborate with other businesses, suppliers, or industry influencers to expand your reach and access new customer segments. Strategic partnerships can also provide opportunities for cross-promotion and co-marketing activities. Invest in Talent: Build a skilled and motivated team to drive business growth. Hire individuals who align with your company culture and have the expertise needed to execute your growth strategy effectively. Invest in ongoing training and development to nurture employee skills and capabilities. Monitor Performance and Adapt: Continuously monitor key performance indicators (KPIs) to track progress towards your growth goals. Be prepared to adapt your strategies based on market feedback, changing customer needs, or unexpected challenges. Remember that sustainable business growth often requires patience, resilience, and a willingness to iterate and learn from both successes and failures along the way. #facebookads #businessstrategy #businessplan #businessgrow