Marketing Team

Marketing Tools and Tactics

Did you know...
There are more than 73 Marketing Tools & Tactics

Every time we turn around, the world of marketing evolves and there is a new platform or tactic capturing your audience's attention. According to DigitalMarketer, there are 73 marketing activities you can use to help potential customers find you, convert and grow into raving fans.

Whether it's a tactic of content marketing, digital media, traditional advertising, email marketing, or any of the other disciplines, most businesses have tried a countless number of tactics only to jump from platform to platform or tactic to tactic.

It can feel overwhelming at times trying to keep up to date with each new evolution in the world of marketing.

shiny object syndrome

Shiny Object Syndrome

The list of potential marketing activities can be overwhelming. At times, there are so many tools available that developing Shiny Object Syndrome is almost inevitable.

Do any of these sound familiar?

  • You develop goals but never see them through to completion because you've jumped to another goal
  • You jump from one platform to another, drawn by the wild claims of each platform (Tiktok, Snapchat, Clubhouse, etc)
  • You have a list of business generating ideas but nothing gets fully executed

If so, you may have Shiny Object Syndrome. Shiny Object Syndrome is the tendency to chase something new, be it a new idea, trend, or goal, rather than to stay focused.

Shiny Object Syndrome is impossible to overcome if you don't have a documented plan. 

The Growth Triad

As part of DigitalMarketer, we help our clients implement the growth triad with the goal of providing a formula and framework for predictable growth. The Growth triad is made up of the documented journey, actionable metrics and tools and tactics. 

Most companies may have 1 or 2 of these going for them. Most do not have all 3. When you only have 2 working, you can see where the overlap happens.

The overlap may be:

Stuck in the Mud: You know where you’re going, but you don’t have the tools or abilities to get there.

Bull in a China Shop: Lots of activity…not clear on what’s working.

One Hit Wonder: Tactics work until they don’t…no unified framework for predictable growth.

Where does your business fall in this framework? 

growth triad

Developing a Marketing Plan

We know that if you had all the time in the world and no other responsibilities, you would have a plan. You know where you want your business to grow. You have tools and tactics you want to try. There are metrics you know you need to measure. Now we need to put that in writing. It doesn't need to be pretty, rather it just needs to be documented.

Not sure where to start? We can help. It's our core belief that every business deserves Rockstarr Marketing.

At Rockstarr & Moon, we empower aspiring rockstarr business owners to SUCCESSFULLY START, BUILD, AND GROW their business so that they can create the lives they’ve dreamed of for themselves, their families, and their communities.

We are the small business partner who can help you develop a plan, advise on tactics, provide playbooks for overcoming challenges, document the journey and most importantly, help you define which metrics matter.

Posted by Jon Minion in All Posts, Marketing Team

The Eight Must-Ask Questions When Hiring a Marketing Partner

Most small and medium companies know that their internal marketing department can’t do it all (if they have a marketing department in the first place). They have strong yet small, scrappy teams who are trying to balance and deliver upon at least 25 top priorities at once.

Bringing on a marketing partner is a necessary evil when you are looking to grow your business. Asking questions up front will help the partnership start on the right foot by clarifying goals, expectations, processes and roles.

Here are the eight must ask questions when hiring a marketing partner:

  1. What types of companies do you serve, and in what industries or markets? Who is your ideal client, and why?
  2. What are the core capabilities of your agency? Where do you shine?
  3. What is the size and scope of a typical marketing engagement?
  4. How do you measure results?
  5. How would we interface with your agency? Describe a typical account team.
  6. Define the characteristics of a successful partnership. 
  7. Can I speak to a current client or two to learn more about how you interface with the team? 
  8. What marketing and sales technology certifications do you have?

Your intention with these questions is to learn more about how the organization works, what to expect when working together and most importantly, are they the right partner for your business. A solid working relationship with clear expectations and roles will help ensure the success of the partnership.

Ready to Take the Next Step?

At Rockstarr & Moon, we are marketing rockstarrs who partner with your marketing team to help them get back to business. From strategy through execution, we are an extension of your marketing team and as so, we get up to speed immediately and start delivering results faster than you can bring on a new hire.

We are the small business partner who can help you develop a plan, advise on tactics, provide playbooks for overcoming challenges, document the journey and most importantly, help you define which metrics matter.

Let's chat about how we can help your business maximize it's impact.

Posted by Jon Minion in All Posts, Marketing Team

Creating a Marketing Strategy

Did you know...
Less than 50% of Businesses
Have a Documented Marketing Plan?

It seems crazy to think about this now, but do you remember life before GPS, cell phones or even Map Quest? When you wanted to get from point A to point B, you had to take out a map and figure out the best path. Even AAA used to help people plan travel routes so they could maximize their time.

The directions from friends and family could get interesting from time to time. Take the 3rd left after the green house with the wind chimes, then go over a creek and keep driving for another few minutes til you will see the horse farm. Turn there. There could have been street names, but the descriptions were much more interesting to pay attention to in the story.

In today's environment, you probably never think about how to get from A to B. You pull out your phone that is fully integrated with Google Maps, Waze and every other traffic navigating companion you could imagine. It's fast, easy to use and gives you the confidence to know where you are going.

According to research from the Small Business Administration, about half of all establishments survive five years or longer. According to Bradley University, their research indicates 70% to 80% of new businesses fail within their first year and of those who survive the first year, half will fail within the next four years.

According to Dun & Bradstreet, the primary cause for business failure is lack of planning. Less than 50% of businesses have a documented plan. Failing to plan is almost the same as planning to fail.

Rockstarr & Moon

The Growth Triad

As part of DigitalMarketer, we help our clients implement the growth triad with the goal of providing a formula and framework for predictable growth. The Growth triad is made up of the documented journey, actionable metrics and tools and tactics. 

Most companies may have 1 or 2 of these going for them. Most do not have all 3. When you only have 2 working, you can see where the overlap happens.

The overlap may be:

Stuck in the Mud: You know where you’re going, but you don’t have the tools or abilities to get there.

Bull in a China Shop: Lots of activity…not clear on what’s working.

One Hit Wonder: Tactics work until they don’t…no unified framework for predictable growth.

Where does your business fall in this framework? 

growth triad

Developing a Marketing Plan

We know that if you had all the time in the world and no other responsibilities, you would have a plan. You know where you want your business to grow. You have tools and tactics you want to try. There are metrics you know you need to measure. Now we need to put that in writing. It doesn't need to be pretty, rather it just needs to be documented.

Not sure where to start? We can help. It's our core belief that every business deserves Rockstarr Marketing.

At Rockstarr & Moon, we empower aspiring rockstarr business owners to SUCCESSFULLY START, BUILD, AND GROW their business so that they can create the lives they’ve dreamed of for themselves, their families, and their communities.

We are the small business partner who can help you develop a plan, advise on tactics, provide playbooks for overcoming challenges, document the journey and most importantly, help you define which metrics matter.

Posted by Jon Minion in All Posts, Marketing Team

Defining Today’s Marketing Team

Let’s talk about today’s marketing team member.

Tell me if this sounds familiar...

I started a new role in a marketing team on a Monday. The job duties were pretty well defined in the interview process and reasonable for a single team member.

By Tuesday afternoon, the role changed dramatically and now I'm responsible for all of these activities and more.

FROM THIS...

Initial Responsibilities: Branding, Sales Enablement and Events

arrow

TO THIS...

Email Marketing, Retargeting Campaigns, Content Marketing, Thought Leadership, Sales Enablement, Affiliate Programs, SEO, SEM, Web Design, Events, Collateral Design, Direct Mail, Copywriting, Branding, Product Positioning, Product Marketing, Social Media Marketing, Digital Media Buying, Lead Generation, and Analytics

Feeling Overwhelmed?

Do I have experience in all of these different specialized areas? Yes.
Do I believe I could do all of these different activities? Yes.
Do I believe I could do anything more than the minimum for each of these areas? No.
I could just get by doing the minimum and shining in at most 1 or 2 areas. The rest would have to just be good enough. Feeling overwhelmed? I sure was!

Introducing The T-Shaped Marketer

As I tried to make my way through the to do list where all of those activities were a priority, I learned about the T-shaped marketer.
This concept of T-shaped persons describes the abilities of people at work. Often times the word “generalist” is used to apply to a T-shaped person.

The vertical bar on the letter T represents the depth of related skills and expertise in a single field. The horizontal bar is the ability to collaborate across disciplines with experts in other areas and to apply knowledge in areas of expertise other than one's own.

The T-shaped marketer diagram creates a blueprint for how someone could grow their marketing skills created by Brian Balfour.

t-shaped marketer

T-Shaped Marketer Components

According to Buffer, there are 3 components of the T-Shaped Marketer.

Base knowledge is the non-marketing-specific areas that everyone on the team should have. In theory, anyone who applies for a marketing role within your company would have competence with these abilities, and anyone on the current marketing team would focus on leveling up in these areas first and foremost. These basic abilities trickle down and inform the other skills you need. Are we saying they need psychology degrees? No, but having a basic understanding of behavior psychology, persuasion and influence definitely help when crafting campaigns.

Marketing foundation is the marketing-specific subjects that are useful across most all marketing channels. Some of these foundational skills aren’t the foundational skills at every company. Most teams don’t expect everyone on the team to have foundational skills in CRO. The marketing foundation at your company is likely to have some unique areas of value meaning this T shaped model will have a unique set of components for your business.

Channel expertise refers to audience and acquisition channels. The idea with channel expertise is that someone will have one or more channels for which they have great depth of knowledge. This would be where we feel we have the most expertise.

t-shaped marketer

It's Your Turn

This is the breadth of the marketer. Think right now of your existing marketing team. What are their strengths? Where are the weaknesses?

Remember: They can’t do everything. You want a marketer that is really good in one to three areas. If they are producing amazing work in those 1-3 areas, you will see results. As a generalist, if you want them to be great in all areas, they will produce ok work. Is OK really good enough to push your business forward?

Let’s use me for example. I have a degree in psychology and am self taught in design (for the last 20 something years). I’ve been building on my skills with analytics and testing. However, if you asked how amazing I am at databases or SEO, I’m not, but that’s where my team complements me. However, I’m confident in my ability to write product messaging, create emails that get opened and design a beautiful, highly converting website.

This T shape could easily be applied to any of your marketing team members with varying depths of expertise. Line up your team members and see how many areas are missing expertise.

Reconciling Gaps

Once the team is lined up and you have areas of expertise mapped out, you will notice some obvious gaps. These gaps may be small and easily covered by a re-prioritization of your team goals. These gaps may also show that it may be time to bring in some help.

Before we jump right into hiring a team member, is it necessary? Some gaps require a full-time internal team member. Some gaps can be filled with the right marketing partner. We know we can’t do it all and we can’t do it all well. That’s where a marketing partner comes into play. Partners have the resources and expertise you need to help you achieve more with your marketing. Let’s be clear. This is a partnership. It’s not taking away anyone’s job from someone on your team. To be successful, they are a part of your team. They work with your team and align on goals, strategies and tactics to accomplish the organizations goals.

If you are thinking of adding in a marketing partner, click here to get The Eight Must Ask Questions When Hiring a Marketing Partner.

t-shaped marketer

Ready to Take the Next Step?

At Rockstarr & Moon, we are marketing rockstarrs who partner with your marketing team to help them get back to business. From strategy through execution, we are an extension of your marketing team and as so, we get up to speed immediately and start delivering results faster than you can bring on a new hire.

We are the small business partner who can help you develop a plan, advise on tactics, provide playbooks for overcoming challenges, document the journey and most importantly, help you define which metrics matter.

Let's chat about how we can help your business maximize it's impact.

Posted by Jon Minion in All Posts, Marketing Team