Why team collaboration helps freshen up your online marketing strategy

09 October 2015

Why team collaboration helps freshen up your online marketing strategy

Marketing strategies are often formulated by people working on their own or in small groups, either in-house or outsourced, and they can be created outside of the day-to-day workings of a brand.

It may be that the PPC team works with the tech department rather than the marketers, or that the sales team and the marketing team are never in the same room as each other, or that individuals within an organisation contribute blog posts about their work, without ever being part of the overall content strategy for the business.

Working this way can only ever see limited success. If the marketers don’t know the objections the sales team have to overcome to make a sale, or the PPC advertisers don’t know the overall goal of the social media team’s current campaign, a brand’s self-promotional efforts will be fragmented and ineffective.

Teams working collaboratively, however, can supercharge an online marketing campaign and improve its results considerably. Here’s why:

Creativity

When people get together, ideas can bounce off each other to create strategies that are more innovative and effective.

Everybody is on message

The person running a Twitter account will encounter different issues than the person posting ads on AdWords. And, without collaborative communication, they may focus exclusively on their channel or medium, without considering the wider brand message.

Two heads are better than one

If the content creation team are running out of ideas, getting them together with the sales, marketing, social and PPC teams can produce an endless supply of content suggestions.

Do the sales team members hear the same questions again and again? The content team could answer them in a blog post or video. Do the social media team members wish they had a document they could refer people to to explain your products or services more effectively? That can be made to happen.

More coherent results

If sales and marketing teams share their data, each department can feed back to the other, improving their information and approach along the way.

For example, marketing departments would often benefit from understanding which leads, when passed to the sales team, converted well, and which converted poorly. The marketing teams can adapt their promotions based on this information.

Similarly, sales teams, when they understand which marketing campaign generated their lead, can tailor their sales message accordingly so that the prospect experiences the brand as having a coherent voice.

Shared skills

Marketers and PPC managers may be highly skilled in data analysis, while sales and social teams are often effective communicators and great relationship builders. Each team involved in a marketing strategy can benefit from a combination of those – and other – skills to get the best results for the business.