{"id":367,"date":"2017-01-13T21:28:28","date_gmt":"2017-01-13T21:28:28","guid":{"rendered":"http:\/\/resources.crowdspring.com\/?p=367"},"modified":"2018-07-29T18:35:28","modified_gmt":"2018-07-30T00:35:28","slug":"marketing-velocity-can-help-increase-sales-revenue","status":"publish","type":"post","link":"https:\/\/www.crowdspring.com\/resources\/marketing\/marketing-velocity-can-help-increase-sales-revenue","title":{"rendered":"How Marketing Velocity Can Help You Increase Sales and Revenue"},"content":{"rendered":"

Marketing can be expensive and often, unpredictable.<\/p>\n

The most successful marketers and teams set clear, crisp goals<\/a>, develop smart strategies<\/a>, and experiment with different\u00a0tactics.<\/p>\n

But even then, many campaigns fail to return the money marketers\u00a0invest on\u00a0marketing efforts.<\/p>\n

I’ve previously written about lean marketing<\/a>\u00a0– testing your ideas in small batches, listening to feedback, tweaking campaigns, and re-testing.<\/p>\n

There’s another important concept that complements lean marketing:\u00a0marketing velocity.<\/p>\n

Marketing velocity is the speed at which marketing efforts deliver measurable results.<\/p>\n

You can accelerate marketing velocity with various enabling technologies like marketing automation, CRM and other tools and techniques.<\/p>\n

But\u00a0at the end of the day, the true measure of marketing velocity is the speed with which you develop your goals, set strategy and most importantly, deploy tactics.<\/p>\n

Keep in mind that marketing velocity and agility are two distinctly different concepts. Velocity is about doing things faster. Agility is about testing in small-batches, listening\/measuring outcomes, tweaking and re-testing.<\/p>\n

Why should you care about\u00a0marketing velocity?<\/p>\n

The answer is deceptively simple: speed matters.<\/p>\n

Until you actually deploy your marketing tactics, you learn nothing. You can spend months strategizing, developing theories, creating collateral, etc.<\/p>\n

But real\u00a0testing doesn’t begin until you\u00a0actually market.<\/p>\n

If your competitors are able to set their goals, develop strategies and deploy marketing campaigns at a faster velocity than you can muster, you will never be able to beat them in the market unless your strategies and tactics are materially better.<\/p>\n

Even if your strategies and tactics are better, you’ll still need to deploy them at a reasonable pace. After all, there are many good tools that allow marketers to track, measure and turn-around real-time insights about their marketing efforts.<\/p>\n

The best marketers can make adjustments and tweak their strategies in near real-time. If your competitors are doing so and you’re not, you’re already falling behind.<\/p>\n

Ultimately, you need marketing that moves at the speed of ideas<\/a>.<\/p>\n

Here are three tips to help you improve your team’s marketing velocity:<\/p>\n

1. Create a solid foundation for success.<\/h2>\n

It’s tempting to simply pick up the pace of your marketing tactics and assume that your marketing velocity will naturally increase.<\/p>\n

Before you do so, you need to develop\u00a0a clear set of goals. After all, doing something faster, without a clear goal, is pointless.<\/p>\n

Goals shouldn’t be easily achievable – but they should be realistic. This is where many marketing teams fail.<\/p>\n

It’s counter-productive to have many goals tied to a specific strategy.<\/p>\n

You can have many different strategies and different goals associated with each strategy.<\/p>\n

But you should not have more than a few well-defined goals for each strategy.<\/p>\n

Your goals should be directly connected to your key business objectives. If there’s no direct connection, you’re merely creating and increasing\u00a0noise. If you choose more than 1 or 2\u00a0core goals, you’ll mostly distract yourself and your team.<\/p>\n

For example, few businesses will benefit from increasing their audience on Facebook or getting more shares or “likes” there. Likes, impressions, page views – these are mostly vanity metrics that don’t produce tangible business outcomes. Such metrics might be relevant to growing an already established brand (although even for established brands, those are mostly vanity metrics), but they are rarely helpful to startups and small businesses.<\/p>\n

Kissmetrics has a terrific post<\/a> exploring how different marketing teams set goals.<\/p>\n

Once you’ve defined a clear set of goals, develop strategies intended to meet each goal.<\/p>\n

2. Test in small batches.<\/h2>\n

Instead of spending weeks or even months to plan and research, develop your untested assumptions and quickly test those assumptions.<\/p>\n

For example, do not commit to a three-month email drip-marketing campaign that takes you one\u00a0month to implement. Instead, set-up one to two-week mini-tests that you can deploy within 1 or 2 days.<\/p>\n

If your experiments fail, don’t worry — this is normal.<\/p>\n

It’s better to fail with campaigns that take 1 or 2 days to create than with campaigns that took you months to develop. This is where marketing velocity can truly help you.<\/p>\n

3. Be prepared to change gears quickly.<\/strong><\/h2>\n

If you’re smart about testing in small batches, failures can lead to incremental success.<\/p>\n

For example, if you run a short email marketing campaign that you deploy within a few days, you can assess open rates, click rates, and A\/B test subject lines<\/a>, images, etc.<\/p>\n

When you run your second email marketing campaign the following week, you’ve already gathered valuable insights that help you to tweak and to improve the follow-up campaign.<\/p>\n

If you keep iterating in this fashion, each successive campaign will build on what you learn from the prior campaigns, This way, you improve the odds that you will meet your marketing goal(s).<\/p>\n

Compare this with a team that spends a month building a deep drip-marketing campaign. During that month, they’ll learn nothing actionable. In fact, they won’t start learning until they deploy\u00a0their campaign.<\/p>\n

Ultimately, keep in mind that when you invest a majority of your marketing time, efforts and budget into developing strategies and tactics (rather than executing them), you make a gamble that your strategies and tactics\u00a0will actually succeed.<\/p>\n

This is a sucker’s bet because most marketing strategies fail.<\/p>\n

Increase your marketing velocity and you’ll put yourself and your company in a much better position to succeed.<\/p>\n

Execution is everything.<\/p>\n

 <\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing can be expensive and often, unpredictable. The most successful marketers and teams set clear, crisp goals, develop smart strategies, and experiment with different\u00a0tactics. But even then, many campaigns fail to return the money marketers\u00a0invest on\u00a0marketing efforts. I’ve previously written about lean marketing\u00a0– testing your ideas in small batches, listening to feedback, tweaking campaigns, and re-testing. There’s another important concept that complements lean marketing:\u00a0marketing velocity. Marketing velocity is the speed at which marketing efforts deliver measurable results. You can accelerate marketing velocity with various enabling technologies like marketing automation, CRM and other tools and techniques. But\u00a0at the end of the day, the true measure of marketing velocity is the speed with which you develop your goals, set strategy and most importantly, deploy tactics. Keep in mind that marketing velocity and agility are two distinctly different concepts. Velocity is about doing..<\/p>\n","protected":false},"author":7,"featured_media":391,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[46],"tags":[56],"class_list":["post-367","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-guide"],"yoast_head":"\nHow Marketing Velocity Can Help You Increase Sales and Revenue - crowdspring Small Business Resource Center<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crowdspring.com\/resources\/marketing\/marketing-velocity-can-help-increase-sales-revenue\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Marketing Velocity Can Help You Increase Sales and Revenue - crowdspring Small Business Resource Center\" \/>\n<meta property=\"og:description\" content=\"Marketing can be expensive and often, unpredictable. The most successful marketers and teams set clear, crisp goals, develop smart strategies, and experiment with different\u00a0tactics. But even then, many campaigns fail to return the money marketers\u00a0invest on\u00a0marketing efforts. I’ve previously written about lean marketing\u00a0– testing your ideas in small batches, listening to feedback, tweaking campaigns, and re-testing. There’s another important concept that complements lean marketing:\u00a0marketing velocity. Marketing velocity is the speed at which marketing efforts deliver measurable results. You can accelerate marketing velocity with various enabling technologies like marketing automation, CRM and other tools and techniques. But\u00a0at the end of the day, the true measure of marketing velocity is the speed with which you develop your goals, set strategy and most importantly, deploy tactics. Keep in mind that marketing velocity and agility are two distinctly different concepts. 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