Heather K. Stickler is the Chief Marketing Officer at Tidal Basin Group.
Let’s face it: In many companies, the marketing and communications teams are often seen as the “money spenders”—those folks who ask for budgets to make things look pretty but aren’t always recognized for the direct value they bring. It’s time to bust this myth wide open and show just how crucial these teams are for driving real, strategic business success.
Why We Need To Change Our View On Marketing And Comms Teams
First off, these teams do way more than just send out newsletters and update Facebook posts. They’re the masterminds behind your brand’s voice, the guardians of your reputation, and the strategists who connect with both your customers and your team in meaningful ways. They’re not just a cost center; they’re a gold mine of opportunities to grow and strengthen your business.
• Building And Protecting Your Brand: Think about how fast news travels these days. A brand’s reputation could be derailed in hours if not managed correctly. That’s where savvy marketing folks come in, steering the ship through stormy waters and keeping their brand’s flag flying high.
• Winning Hearts And Wallets: Through clever campaigns and genuine storytelling, marketing and communications teams draw in customers and keep them coming back for more. They have the tools to tap into new markets and ensure their messaging hits the spot, turning viewers into loyal fans.
• Boosting Sales With Smart Campaigns: If provided with the right tools, marketing and communications teams can have all the data at their fingertips. These teams can pinpoint exactly who loves their products and why. They use the intel to craft targeted campaigns that don’t just look good—they rack up sales.
• Keeping Everyone In The Loop: A happy team is a productive team, and keeping everyone in the know is a big part of that. Through cohesive messaging across diverse platforms, the marketing and communications teams make sure that whether it’s a big win or a new company direction, everyone’s on board and moving in the same direction.
Real-Life Inspired Wins
Imagine a retail giant struggling with a product line that isn’t performing well. Now picture a revamped marketing strategy that homes in on local relevance, sparking a major turnaround—suddenly, sales are soaring! Or consider a tech company facing a PR nightmare. Thanks to their quick-thinking communications team, they launched a trust-building campaign that not only mitigates the crisis but also enhances their public image.
Now, envision a professional services company competing for a major contract during a competitive bid’s “blackout” period, where direct communication with the client is off-limits. Their marketing team steps up, crafting a targeted campaign across digital platforms like the web and social media channels. This strategic move ensures the company stays top of mind, subtly reinforcing its presence and capabilities so that when the client deliberates on their decision, the company’s strengths and recent engagements are already familiar and compelling.
These scenarios might be hypothetical, but they vividly illustrate how strategic marketing and communication efforts can transform potential disasters into remarkable successes, significantly boosting the bottom line.
Making The Most Of Your Marketing And Communications Team
So, how do we shift the narrative and get the most out of our marketing and communications teams? Here’s what should be considered:
• Bring Them To The Strategy Table: These folks should be involved in the big decisions, helping to steer the company’s strategy with their insights and expertise. Their unique perspective can reveal new opportunities and potential pitfalls that other departments might overlook.
• Measure What Matters: Move beyond vanity metrics like likes and shares. Let’s focus on the stuff that shows how marketing moves the needle on sales and customer loyalty. Measuring engagement and conversion rates for activities like email campaigns, social media, content marketing, customer feedback and reviews, and promotional campaigns provide valuable insights into how your marketing efforts contribute to sales growth and customer loyalty.
• Encourage Team Play: The best results come from collaboration across departments. When marketing, sales, product development, operations, legal and leadership play nice, magic happens. Regular inter-departmental meetings and brainstorming sessions can lead to creative solutions that might not emerge in isolation.
• Invest In Their Growth: Give them the tools and training to stay on top of trends, analyze data effectively and create killer content that resonates.
Wrapping It Up
Marketing and communications teams are so much more than just a support act. They’re central to how we innovate, connect and succeed in today’s fast-paced market. Recognizing their strategic impact is not just good sense—it’s a game changer for any business looking to thrive.
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