The marketing gap is the difference between your business and where it needs to be. It’s the gap between how much you’re spending on marketing and how effective that marketing is. It’s the difference between what you can afford and what you want to do.
If you’re a growing organisation, this gap might seem impossible to close. How can you make sure your marketing is as effective as possible while also keeping costs down? First, you can contact us for Embedded marketing support for startups and other growing organisations.
Alternatively, you can follow this guide and learn how:
Step 1: Get senior management’s commitment to expanding marketing.
If you want your organisation to grow, you need senior management’s support. If they don’t buy into the importance of marketing, it will be difficult for them to put resources behind it. So your leaders understand how marketing can help achieve the organisation’s overall goals and objectives and how it provides a return on investment (ROI).
Also, they need to understand how to measure the impact of different activities—for example, content creation versus brand awareness efforts—and how you can combine the efforts effectively to achieve maximum results with minimal investment dollars.
Step 2: Hire the right people.
Hiring the right people is the third step to bridging the marketing gap. It’s not just about hiring for skill but also personality. You should employ passionate people about your product or service who will go above and beyond to make it succeed.
These qualities might seem obvious, but you may overlook them in favour of hiring people with technical skills over soft skills (such as communication). The problem with that approach is that you’ll end up with marketers working on projects they don’t care about or believe in—which can lead them to ignore the needs of their coworkers because they aren’t invested in those projects either.
Step 3: Train existing staff.
Hiring the right people is not just about hiring for skill but also personality. You should employ people who will go above and beyond to make your business succeed.
These qualities might seem obvious, but you may overlook them in favour of hiring people with technical skills over soft skills (such as communication). The problem with that approach is that you’ll end up with marketers working on projects they don’t care about or believe in—which can lead them to ignore the needs of their coworkers because they aren’t invested in those projects either.
You should also look for candidates who have experience working at other companies where they’ve had successful results in sales, customer service, and managing others’ workflows or teams… There are plenty more areas where this applies!
step 5: Create a cx strategy
A customer experience strategy is a foundation for your entire marketing program. It defines the customer experience you want to deliver and how you will measure success. The core elements of your strategy include:
- Who is your customer? Why do they purchase from you? What are their motivations and pain points?
- What are our differentiating features? What do we do better than the competitors that make customers choose us over them? How can we leverage those strengths to make our products more valuable to customers, create an emotional connection with them, or stand out in their minds when making buying decisions.
Conclusion
We’ve looked at how marketing can fill the gap between business and customer needs with activities that support growth. And we’ve examined how, as your organisation grows, you may be able to do a bit more or a lot more. The key is to set out your desired outcomes and work out a realistic step-by-step plan to deliver them.
