As the Vice President of Marketing for a small to mid-size corporation you are running a tight team of professionals that are most likely multi-tasking.
It is highly likely that you are professionally diverse in your skills–probably because you have to be–and producing exceptional marketing campaigns and product or service launches.
I can also bet you that you are also managing your social media accounts in-house, developing new ways to make your company’s products or services more visible in an oversaturated and noisy space while there’s a strong message internally to produce more content and faster.
Does this sound like your marketing department?
As if you need one more, let alone three more, things to add to your plate; here, are some things to consider as you develop your marketing toolbox.
The job of marketers is to continue to learn and grow so that we can transfer that knowledge to our team with the expected outcome of making our brands shine the brightest.
No, I’m not talking about going back to school! I’m talking about investing in training and education for your VP of Marketing and your Marketing Department Managers around the latest and greatest in digital marketing.
You can’t afford not to keep up. Social media–while the most notable aspect of digital marketing–is but one aspect of what your team needs to understand.
What about learning more about traffic and conversions for your website? How well do you really understand analytics?
One of the most informative conferences to attend is the Traffic & Conversion Summit. It is a 3-day conference packed with more than concept and theories, it offers you tested and proven tactics that you can take action on immediately.
If going to a conference for 3 days or more is too demanding on your time and budget, don’t overlook the value to webinars and local seminars offered by national training companies like, SkillPath, NST, and Fred Pryor.
These seminar training companies also offer on-site training. And, of course, you can always invite experts in to train for the day with your staff.
When was the last time your VP of Marketing sat down in your Monday afternoon C-Suite meeting and delivered a report on their findings from a focus group or survey?
Marketers often rest on their laurels. Time and experience tends to make Marketers believe that we know all there is to know about our target customer.
Now more than ever, it is important that we check-in with our customers to see what they are thinking.
Analytics and demographics shift from year to year. While they should not change drastically, they will change in some form or fashion.
These changes should be the predictors of your brand’s next move. These changes are indicators of your present foothold among customers and predictors of what may come in your brand’s near future.
It is very important for your C-Suite to be visible on social media. More importantly, either your President/CEO or your VP of Marketing should be regularly posting on LinkedIn and your website at the very least.
This type of social media presence helps to establish your foothold and expertise in your industry among your peers.
It’s so important that you have a LinkedIn account that Forbes Magazine considers not being on the platform one of the worst mistakes an executive can make.
Your customers and key contacts still Google you but if LinkedIn looks like an afterthought, it doesn’t help you create a positive first impression. – John M. O’Connor, Forbes Magazine
The concern of breaking barriers to privacy are a valid concern. But, used correctly and with intention, social media presence can improved customer, vendor, and employee relations.