Whether you’re a large or medium sized business, your marketing department is still likely to want to focus on the ‘what’ of a project… rather than the ‘how’. The skill set of each marketing employee is finely tuned to the messages your business wants to send out. The corporate culture lives and breathes it. ‘How’ the cogs turn to communicate those messages, though, can feel like a secondary consideration… some might even call it the dull bit. ‘How’ a campaign is implemented, however, can make the difference between success and failure. So how do you find a balance?
‘What’ vs ‘How’…
The problem is the ‘hows’ of campaign execution require a completely different specialist knowledge to the ‘whats’. Take HTML coding, for example. It’s just one cog that needs to turn. But there’s no point in employing someone with that specific skill if they’re only needed for one day a week. And the cost of freeing up someone else’s time to train, keep up to date, and then carry out that specialist task seems like a sledgehammer to crack a nut.
Business is constantly on the move…
As marketing channels shift and morph, it may feel as though the demands on your marketing resource are only ever increasing. Your market may be growing, but headcount isn’t. What do you do?
Sometimes, you just have to realise that though the ‘whats’ should be managed in-house… the ‘hows’ can actually be executed elsewhere. Picture this:
- No more endless meetings about which email software platform should be purchased
- No more worry about keeping up with cutting edge ideas
- No more panic when a member of staff goes off sick on launch day
When that way of thinking becomes a reality, it suddenly hits you that these things are not so much irrelevant but simply no longer concerns you need to spend time on. They are concerns you can leave to people who specialise in these things. Let them spend their time keeping up to date and ahead of the game. Whilst you are left to focus on what you’re trying to achieve, you can rest assured that the task has been outsourced to specialists who know how to achieve it.
How would it work with an outside agency?
This is how we at virtualROI ensure that each project is tailored to a client’s requirements. We:
- Offer a mixture of skills and expertise depending on your specific requirements. These can include: strategists, planners, campaign managers, programmers, designers etc.
- Appoint a marketing professional within virtualROI to act as the key contact for your business. Depending on the type of service you’re looking for, that person will meet with you on a regular basis. Communication channels stay open at all times.
- Draft quarterly campaign plans which are based on your goals, and agree these with you. These plans will include a complete list of step-by-step deliverables, deadlines and baseline metrics, which will be monitored, measured and reported on. We want your campaigns to stay on track and be successful.
- Offer Executive Review presentations to recap campaign results to your management team. These also provide useful groundwork for establishing new goals.
- Offer either the use of our own state-of-the-art broadcast technology platform (vMail) that ensures detailed reporting, tracking and deliverability, or execution of campaigns via your own in-house platform. Whatever works best for you.
So if that’s whet your appetite for finding out more about how an agency can support and enhance your email marketing, gives us a ring. It’s what we’re here for!