{"id":12725,"date":"2016-05-23T01:55:04","date_gmt":"2016-05-23T08:55:04","guid":{"rendered":"http:\/\/blog.benchmarkemail.wpengine.com\/?p=380"},"modified":"2020-06-05T18:00:06","modified_gmt":"2020-06-05T18:00:06","slug":"checklist-how-to-filter-your-entire-marketing-department-through-how-conversion-heuristics","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/tw\/blog\/checklist-how-to-filter-your-entire-marketing-department-through-how-conversion-heuristics\/","title":{"rendered":"Checklist: how to filter your entire marketing department through how conversion heuristics"},"content":{"rendered":"

Conversion Heuristics \u2013 the new formula in marketing<\/a> \u2013 typically looks at your marketing experience with the goal being to drive conversion. But if you\u2019re in marketing, you know that there\u2019s a much bigger picture. Your day to day isn\u2019t about the single point of conversion. \u2028Your day to day is about wrangling the beast that is your marketing department.<\/p>\n

So the question is how do you do apply the genius that is conversion heuristics to your entire marketing department? Contrary to how we\u2019ve been talking about Conversion Heuristics so far, when it comes to your marketing department, you\u2019re not going to be looking at the whole formula, but rather parts of the formula, with \u201ca\u201d and \u201cf\u201d being divided by the other variables in order to get c. So there\u2019s a little bit of algebra and reshuffling of values, but the values are still the same.<\/p>\n

So now we have anxiety and friction as the first figures we tackle. The question is how do you tackle that in your department?<\/p>\n

In the consumer sense<\/a>, \u201canxiety is defined as any psychological discomfort that a user experiences<\/a> when they are visiting a website at any stage of the buy cycle. Anxiety results in no conversion action taken.\u201d<\/p>\n

Your department can still be seen as a consumer, in the sense that your team members are consuming the back end of your brand \u2013 and that brand is defined by the day to day running of the business. I\u2019ve worked in at least 3 different marketing agencies and I\u2019d say that psychological discomfort is a pretty big player in any dysfunctional marketing department. That\u2019s not to say that the feeling reflects your brand, company, values or even capacity. It means that if your marketing team is suffering psychologically \u2013 through stress, uncertainty, misdirection, etc. \u2013 then you\u2019ve got an anxiety problem.<\/p>\n

Anxiety is still the symptom of a greater problem, and that great problem is friction. If your marketing department suffers from friction, then you\u2019re going to have more than just anxiety to deal with. Other results of friction in this integral department include reduced sales, unhappy clients, and lowered productivity. Marketing departments are the mitochondria of any business; if it suffers so does the entire cell.<\/p>\n

So what exactly causes friction in a marketing department?<\/p>\n

Luckily, the answer to this is quite simple: processes. Processes, a necessary structure in even the most creative environments, allow for seamless communication between different parts. People know what to expect, how to behave, who to turn to. A process is a guide or a template of behavior that really takes the guess work and frantic communication \u2013 and subsequent errors \u2013 out of the equation. You know where you can be creative in marketing, and that\u2019s in actually doing the work and coming up with the ideas. But a bulk of marketing work isn\u2019t about being creative \u2013 it\u2019s about managing creativity and expectations, and that\u2019s where processes come in.<\/p>\n

Having a process in place reduces a lot of the anxiety among team members in a marketing department. They\u2019re not being drained by what\u2019s essentially unreasonable and unnecessary worry. Chances are you have a highly talented team, but anxiety in your department is going to hold back potential. Tackle the friction and you\u2019ve tackled the anxiety.<\/p>\n","protected":false},"excerpt":{"rendered":"

Conversion Heuristics \u2013 the new formula in marketing \u2013 typically looks at your marketing experience with the goal being to drive conversion. But if you\u2019re in marketing, you know that there\u2019s a much bigger picture. 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