Digital Kungfu

Lightning Fast Marketing

3 ways speed can boost your marketing results

Speed is the new currency in marketing. For technology businesses, if your marketing message isn’t as fast to market as your products and solutions are, you’ll be outmaneuvered by your competitors. 

The problem is that speed without effectiveness is pointless. You can be the first reseller of Microsoft Azure in the market, for example, but if your message is irrelevant to your target audience, it won’t matter.

Speed offers tech businesses one key marketing advantage: Because you’re so quick to market, you can measure and adjust your messaging. You can evaluate what your market cares about and what it responds to. It’s not enough to just have a presence on LinkedIn or Instagram. There’s an entire media ecosystem available to you if you know how to leverage it.

Here are three ways to use speed to your advantage, break through the noise of a highly competitive market and capture the attention of your customers.

1. Combine storytelling, branded content and an agile marketing approach.

This is critical. You need to be telling your story and seeding it across the platforms that your audiences are consuming, but most importantly, your entire strategy needs to be agile.

Don’t create content, post it on LinkedIn, Facebook, Instagram or Youtube and then forget about it. Test it. Measure it. See what works and what doesn’t, and then keep adjusting your campaign. Your messaging needs to make your customers the hero of the story, and you might not get this right immediately. That’s okay. As long as you remain agile you can respond quickly to how your marketing collateral is being consumed. It’s all about the data.

2. Respond to market conditions, don’t react to them.

When you continuously iterate your marketing message based on data, you learn to respond to current market conditions instead of reacting to them.

Reacting to market conditions puts you on the back foot. Essentially, you’re making incremental changes to your marketing efforts over time. It’s an internal process of refinement that doesn’t take how your audience is responding to your messaging into account, and tends to generate poor returns – if you’re tracking returns at all.

Responding to market conditions on the other hand puts you on the front foot. You can make fundamental shifts to your marketing efforts quickly and in the process capture the attention of a desired customer and new market share because you are constantly tracking data. You can respond to which message is gaining more traction within days, and amplify that content to achieve results.

3. Align your sales force with your marketing efforts.

This is where we often see brands falling short.

Time, effort and resources are invested into a marketing campaign, but how many qualified leads were generated from the campaign and how many of those leads were converted into the new business? 

On the marketing side, stay away from vanity metrics. While nice to know, how many likes you received on a product video means nothing if those likes weren’t converted into warm leads. Those are the metrics you should be tracking. Everything you do should have a strong call to action that you can use to track the effectiveness of a campaign and make quick adjustments where necessary.

On the sales side, make sure your sales team has the knowledge and support they need to convert new leads into business. Research from InsideSales.com reveals that between 35% and 50% of sales go to the vendor that responds to a query first. How quickly you respond to a lead matters, and could mean the difference between a deal won or lost. More disturbing is the fact that in a lead response study of 2 241 companies, the average first response time of most companies was 42 hours. That’s a lifetime if we consider the importance of speed when it comes to marketing.

Balancing speed with effectiveness

Fast to market is critical, but if your campaign isn’t effective, you’ll never see traction. Be quick and agile to market, but track the right metrics and have a process in place that allows you and your team to adjust your messaging and strategy based on those metrics. Your ultimate goal is leads.

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Digital Kungfu - Expands into the UK

After generating sales qualified leads in excess of £12 million in under 12 months for its clients in Africa, Digital Kungfu is launching in the UK.

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3. Align your sales force with your marketing efforts.

This is where we often see brands falling short.

Time, effort and resources are invested into a marketing campaign, but how many qualified leads were generated from the campaign and how many of those leads were converted into the new business? 

On the marketing side, stay away from vanity metrics. While nice to know, how many likes you received on a product video means nothing if those likes weren’t converted into warm leads. Those are the metrics you should be tracking. Everything you do should have a strong call to action that you can use to track the effectiveness of a campaign and make quick adjustments where necessary.

Digital Kungfu - 3 ways speed can boost your marketing results

On the sales side, make sure your sales team has the knowledge and support they need to convert new leads into business. Research from InsideSales.com reveals that between 35% and 50% of sales go to the vendor that responds to a query first. How quickly you respond to a lead matters, and could mean the difference between a deal won or lost. More disturbing is the fact that in a lead response study of 2 241 companies, the average first response time of most companies was 42 hours. That’s a lifetime if we consider the importance of speed when it comes to marketing.

Balancing speed with effectiveness

Fast to market is critical, but if your campaign isn’t effective, you’ll never see traction. Be quick and agile to market, but track the right metrics and have a process in place that allows you and your team to adjust your messaging and strategy based on those metrics. Your ultimate goal is leads.

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