On the back of the launch of the 32West Training Academy, Director Frank Stretton discusses the importance of implementing business-wide procedures to complement impactful communications and marketing campaigns.
Businesses invest significant money and time on marketing and communications to get their brand seen by a wider audience.
Press releases are sent to news desks, social media posts shout about what they’re up to, advertising campaigns are launched to catch more eyeballs and podcasts are recorded to appeal to an ever-developing market.
Frank Stretton
However, without the right internal procedures in place, even the best marketing strategies can struggle to hit targets.
This is because marketing and communications shouldn’t operate in isolation. They should be supported by clear internal processes which allows sales to be concluded once interest has been garnered via marketing platforms.
So how can companies ensure their strategies convert into more business?
Improved sales function
Lead conversion is a crucial area of sales. A successful PR or marketing campaign can generate new enquiries, but that lead is wasted if the business doesn’t respond to it in a timely manner.
Once interest is registered, sales teams should be jumping in with both feet and making contact before the lead goes cold.
To make sure they are on the ball, companies should establish how leads are recorded, allocated, followed up and reviewed. There should be a realisation that marketing and sales are connected, and shouldn’t be working as separate functions.
Clear responsibilities
Ownership of tasks is paramount. Every activity should have someone responsible for delivering it, monitoring its progress and reporting on the outcome.
When responsibilities aren’t clear, opportunities can be missed, content can be delayed and important enquiries can go unanswered.
Smooth approvals
Businesses need a consistent approval process and agreeing who signs off press releases, social media content, advertising artwork and all public statements help with effective communications.
This becomes particularly important when responding to a crisis or fast-moving opportunities.
Time efficiencies
Regular communication is key and hyper-focused meetings help teams review current activity, share information and identify potential stories or opportunities.
Concise internal correspondence like this allows everyone to understand how marketing supports the wider objectives of the business, without the requirement for unnecessarily lengthy gatherings.
Measurable outcomes
Organisations should measure what is working – and just as important, what isn’t.
This does not mean collecting data for the sake of it. Businesses should agree outcomes that matter to them, whether that is increased enquiries, stronger engagement, improved lead conversion or enhanced awareness, and these insights can shape future activity.
32West has launched its Training Academy to work with businesses wishing to improve performance, strengthen team bonds and achieve their growth ambitions.
We will deliver six training programmes as follows:
- Social media;
- PR & crisis communications;
- Improving sales lead conversion;
- Project management;
- Leading through change;
- Teamwork and working better collaboratively.
Find out more about the 32West Training Academy here.
