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.
1. 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.
- 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
2. 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.
- Support sales as “micro-marketers” in social selling, influencer engagement and content creation
- Expand your community management efforts to help the executive team become influencers
- Allow your team to experiment with social media – be accepting of possible failure, then learn and optimize
3. 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.
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.
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
4. 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.
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