When performing research for this article, I came to realise that this is quite a controversial subject. The main reason being that as there are so many people performing marketing for such a range of different businesses in different industries with different customers. As such, what is considered ‘best practise’ for one business may be very different for another.
However, we sat down and discussed what we at Shoprocket consider being the best practise.
Wikipedia’s definition is ‘A best practice is a method or technique that has consistently shown results superior to those achieved by other means, and that is used as a benchmark.’.
At Shoprocket, our best practise methodology has been developed through our learnings of trial and error and we have come up with a few processes that have become internal standards.
- Identify the bigger picture
One of the easiest things to do when developing your marketing strategy is to get lost in details, sometimes people can’t see the wood for the trees so to say. Nowadays, whenever we come up with a campaign we strive to understand what the bigger picture is. What is the purpose of small marketing activities in regards to a bigger marketing plan? Not doing so can lead to becoming distracted by things that aren’t important or dilute your messaging.
- Look at everything objectively
A problem that I had initially is to apply on the bias on different campaigns that were created. By this I mean, I was making guesses and estimations that weren’t backed by data but were from my gut. Whilst this can be a useful asset at times, it’s important to actually look at the data to validate my gut feelings. An example of this could not properly A/B testing different words or phrases and instead just sticking with whatever you feel is best.
- Look at the pros and cons of everything
Slightly similar to the above process is to actually think about why you could be wrong, even when you feel you’re right. This helps you to develop a more rounded understanding and therefore offer a more comprehensive understanding of something of when you’re going ahead with something.
- Fast adaptation
Unlike some bigger companies, startups don’t often have the luxury of time on their hands. This means that it’s important to constantly be evaluating the data produced.
- Measure everything
When I started my first business I was very bad at quantifying how well my marketing efforts were going, simply relying on gut feelings to understand if something was going well or not. However, by measuring everything such as CPC, CPA, CLV, etc, it can help you to objectively understand how well everything’s going, what to drop and how to optimise. This helps you to move quicker, adapt more rapidly and optimise to achieve your goals.
- Get external feedback
Getting feedback from people around you can offer insights that you may not have thought yourself. Additionally, it can help you to get an outsiders point of view to help you get ‘the devils advocate’ point of view.
- Take risks
Probably the most controversial point, but one of the benefits of working in a startup is that you can take carefully calculated risks. We like to embrace a culture of risk-taking if it happens to effectively achieve our goals.
Daniel Johnson writes for Shoprocket, an eCommerce Platform that helps people sell on their website, blog or Facebook Page.