4 Types of Marketing Vampires

Are vampires draining your marketing efforts? How can you increase marketing efficiency for optimal digital success? We’ve identified four types of vampires that frequently attack marketing teams and our tips for defeating them.


 

Screen Shot 2014-10-29 at 9.15.05 PM1. Content Dracula

Content Dracula drains life out of marketers by shifting their content creation focus to quantity over quality, exhausting them. Often the content result is shallow and the shareability is low, leaving marketers tired and frustrated.

Defeat him:

To beat Content Dracula and keep your content machine running strong, focus on quality over quantity. Seek first to understand – listen to your audience to understand what content will be valuable for them. Then, ease the stress of creating quality, shareable content by tapping into your influencers.
Some quick and painless tips for involving influencers in your content:
  • Share influencers’ existing content in a roundup blog post
  • Ask a simple question via Twitter, then share their answers in a piece of content
  • Reach out to influencers for guest and co-created content

 

Screen Shot 2014-10-29 at 9.16.05 PM2. Duchess of The Silo

Duchess of The Silo always attacks when the group is separated. She makes it hard to break down walls between departments. Communication is severed, business goals are misaligned, confusion ensues, and departments across the organization, especially marketing, function less efficiently.

Defeat her:

The good news is, marketing can take the lead in defeating the Duchess, breaking down the silos allowing the organization to function at full efficiency. Rally the team around marketing strategies – thanks to social media, marketers, sales managers, customer service reps, and partners are all brand ambassadors.
Some quick and painless tips for expanding marketing efforts across the organization:

 

Screen Shot 2014-10-29 at 9.18.10 PM3. Madame Cyclone

Madame Cyclone keeps marketers in a cyclical pattern, engaging with the same group of influencers, only minimally expanding their audience. She scares them away from their influential detractors, stunting growth and holding back the potential for success.

Defeat her:

Consider relationship vs impact. Nurture your influential evangelists, but then quickly move to engage influential detractors and those who don’t yet know about your brand to make the biggest impact.

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Some quick and painless tips for engaging with detractors:

  • Understand and respect detractors’ viewpoints, don’t just give them the company’s party line
  • If you can’t get through to someone, find their influence network – build awareness and positive brand perception that way
  • Don’t just hide behind a corporate handle, engage with detractors personally, too

 

Screen Shot 2014-10-29 at 9.19.02 PM4. Count ROI

Count ROI stresses everyone out about how to measure metrics and validate social media strategy. With social media budgets expected to double by 2017, marketers can fall victim to vanity metrics and measurements that provide no value in capturing success and optimizing programs.

Defeat him:

Overcoming Count ROI is a topic abuzz. Instead of trying to capture everything or get trapped in vanity metrics, take time to figure out which metrics actually make sense given your goals. ROI can be shown when you define what matters and flush out the metrics that make sense.

Some quick and painless tips for measuring ROI:

  • Define success metrics and measurement methodology at the onset of your program
  • Set achievable goals
  • As you measure, stay open to the unexpected results that provide insights and can inform future initiatives