At the beginning, a global marketing strategy gives birth to a plan. That plan then reaches out to the right people. And those right people then need to know how to implement the common message through a scalable approach… with consistency. So what’s the solution? We’d say solid, effective, efficient processes, that’s what. Though our thoughts may be best illustrated with an example.
Let’s look at digital marketing…
If digital marketing is your thing, content is your king. Whether you’re going local or global, outstanding content will still be one of the key ways you engage your audience and drive them towards a purchasing decision. So what do you need to do to pull together the right processes for extending your current operation to accomplish your global plans?
Audit your current content operation
When you’re gearing up for a global marketing attack, doing an audit of your existing content is a must. Let’s face it, if you discover literature that can be used globally, and not just locally, it will put you ahead of your plans. The problem is, though, if you’ve been going for a while, finding out what and where that content actually is can be a bit of a challenge.
Picture this: A busy local marketing team, avidly pursuing their latest campaign whilst also keeping an eye on current news and trends in a bid to respond swiftly and adjust if needs be. This can often add up to a lot of great content that’s difficult to track down simply because no naming protocol has been applied and no central repository has been set up for storing it.
So you need to establish a naming convention, file extension protocol, data storage location, and access process. Ask yourself:
- What do we write?
- Who writes it?
- What software do we use?
- What software can be available to all?
- Where do we store it?
- Is it easy to share and access?
Next get documenting
Establish what the process is that’s currently used for creating, publishing, and storing content, and document it. If you find things are a bit diverse across the business… use this moment as an opportunity to systematise the procedure properly. Of course, depending on how many regions are already beavering away on a daily basis, you may find there’s a bit of toing and froing involved to pin things down to one common way. But involving key team members in assessing the most effective methods will actually help to ensure buy-in across the board. And all should gain from learning from successful practices elsewhere and look forward to improved efficiency in the future.
Be flexible with your approaches for different types of content
Of course it makes sense to be mindful of the differences between videos and case studies, for example. The approach for each will be very different and thus each is likely to need different processes for creation and dissemination.
Involve the ‘new’ regions in the process
When you’re extending your marketing reach to new locations, they need to be a part of this whole process too. Yes, they can benefit from existing content, knowledge and expertise, but they will undoubtedly also have something to bring to the table. Take this as an opportunity to encourage collaboration. Align job roles where applicable, build up the communications, and encourage a culture of information sharing.
Remember process improvement is an ongoing thing
Wouldn’t it be glorious to have finished your audit, documented your processes, and feel you can just sit back and that’s job done? Glorious in concept; disaster in reality. Every campaign needs to be assessed and your processes then regularly checked for improvements that can be made. That’s the same whether it’s regarding content, as per our example in this article, or any other aspect of a global marketing initiative.
So we’d recommend you ensure a review mechanism is also embedded into these new funky processes you’ve released. Take this to be an opportunity to further entrench self-audit, internal review, and collaborative idea sharing. Your marketing culture will thrive, and that at least is something you will be able to enjoy whilst the hub-bub fizzes around you!