If your marketing team is divided in some way-either by product, channel, historical structure, or function- it is organized in silos. There are organizational silos to develop a skill-set in a particular field. You may find a separate social media team, SEO team, PR team and a customer retention team. The IT and the sales team are also separate from marketing. According to a study, 65% of marketers confessed to be operating in silos.
Operating in silos gives your customer a bad experience, and creates confusion and doubt. It also wastes their time and money. These silos can affect your employees and company as well. They can cause frustration between the employees and hinder the growth of your company. Rather than focusing on the common business objectives, different departments may have conflicts over the marketing budget share.
It is important to break down these silos if you want to give your customers an outstanding experience and get more results from your marketing efforts. Companies should have an integrated marketing plan that requires bringing every department or team together so that they can work for common business goals.
Here are 8 strategies companies can follow to reduce the silos and integrate digital marketing:
1. Bring Your Teams Together
Bringing the different teams of your organization together is the first thing you should follow to develop a successful integrated marketing plan. They should work together for common goals so they can achieve beneficial end results.
You need to make the teams aware of the strategies and goals of other teams or departments. Organize seminars and lunches that help in exchange of ideas between different departments.
2. Establish Common Goals and Objectives
Adopt objectives and goals that are common between different departments. Customers want a consistent experience across various departments of the organization.
You should know your target audience for a particular campaign, know the channels to reach them and create uniform messaging by using similar visuals, language and designs.
3. Keep Your Customers in Mind
Focus on your customers at every stage of the purchase decision making process. Think how they will interact with your brand at every touch point. Create clear and compelling messaging for each stage.
It’s important to match your PPC messaging with your landing page; otherwise it will result in a bad user experience and will leave the page and will look for something else.
4. Cross-train Your Employees
Digital marketers cannot succeed if they remain confined to their specialized role. The content marketer should know how to interpret analytics to check whether they are able to engage the right audience.
Cross-training your employees will help them understand how a particular department works and will make them realize they are working as a team. This will help them come out of digital marketing silos and work toward the common goal.
5. Reorganize Your Company’s Structure
Many companies have restructured or reorganized their marketing department to integrate marketing with sales and customer service. They have also ensured that all marketing-related functions are reported to a single authority.
Providing a common break-out area for your teams, organizing regular get-togethers and culture-building exercise helps in promoting understanding between different teams.
6. Use Data to Unify Your Teams
Data can be used to unify the teams and point them to work toward a common goal. You can create common dashboards that focus on key data points of the organization.
A single source of information for all departments helps in increasing the productivity and innovation. Instead of checking who has the right information or who doesn’t, they will focus on what should be done with that data.
7. Invest in Technology for Greater Collaboration
You can invest in tools that help to ensure that everyone is on the same page and know what needs to be done. This helps in improving efficiency and foster collaboration between employees.
You should encourage use of social media and other communication platforms to break the barriers between teams and ease the conversations. It will make everything transparent and help them work for common business objectives.
8. Measure Your Success
You should know how to measure your success after you have executed your integrated marketing campaign.You need to track every aspect of your campaign and check how the efforts have resulted in conversions and revenue.
It’s important to figure out and analyze what all worked and what did not. After measuring your brand’s success, you should implement the changes required for improvement.
Are you still operating in silos? It’s time to break them down and tell your customers that we work as a team!