If you’re a new marketing manager, congratulations! You’re in a job that’s exciting and rewarding.
Unfortunately, you’ll also experience a lot of pressure in that role. As a marketer, after all, your job is to deliver the sales.
Don’t let the stress get to you, though. With the right know-how, you can be well on your way to success.
Here’s what you need to know if you’re a new marketing manager.
Know How to Market Yourself
You made it this far, didn’t you? That means you can market yourself.
Don’t stop doing that.
Remember, you’re a sales rep. If people see that you can’t market your own personal brand, they’re going to think that you can’t do any good for the company.
The truth is, they’re probably right.
So keep marketing yourself. Forge relationships with people in the company, go out to lunch with key influencers, and dress for success.
Keep yourself in a marketing state of mind and you’ll find that it’s easier to do your job.
Know Your Company
You should also know your company very well.
If you haven’t already done so, right now is the time to read its mission statement.
Way too many people work for a company and don’t even understand its mission. That makes it difficult for them to do their jobs as well as they should.
Don’t be one of those people. Instead, know why the company exists and make sure that everything you do as a marketer helps fulfill its mission.
Next, take a look at the company’s marketing history. Make note of the past successful marketing strategies. Are they still ongoing?
Also, consider the company’s past marketing failures. What can you learn from them?
Next: learn about the company’s sales cycle. What does it look like? How long does it take to usually seal the deal? Where does the company get its leads?
After that, review the company’s marketing channels. What are its best channels? Are there any glaring omissions?
Finally, take a look at the tools the company currently uses for marketing. Make sure you go through the learning curve to understand all of them completely. If there are any tools that the company doesn’t have that you think you need to do your job, use your personal marketing skills to get those tools.
Know Your Customer
Knowing your customer might be the most important part of your job.
Start by looking at existing customers. Get all the data you can from existing sales info.
Then, crunch through that data. You’ll likely need one or more tools to help you handle the task.
Do your customers share any traits? Do they have common interests or demographics?
You should use the info you gather to create buyer personas.
In case you aren’t familiar with buyer personas, they’re descriptions of ideal customers in your target market. They’re useful because they not only help you create marketing messages, but also help you segment your market for highly targeted campaigns.
Here’s an idea: if you want to get to know your customers, jump on a support line for a few hours. You’ll likely learn more that way than from all the marketing textbooks you could read in one lifetime.
As a bonus, you can use the info you gather from your support calls to further improve your buyer personas.
Know Your Competition
Competition is the nature of the free market. That’s great for consumers, but it often presents challenges for marketers.
Why? Because you have to outmaneuver your competitors.
One of the best ways to achieve greater success than your competitors is by looking at their marketing strategies. Then, you can either counter those strategies in your own marketing or imitate them if you think they can work for your brand as well.
Also, learn from the mistakes your competitors have made. That way, you won’t make those same mistakes yourself.
Follow what your competitors are doing closely. Watch their online, offline, and PR strategies.
Armed with that info, you’ll find yourself in a better position to gain market share.
Know How to Set Goals
As a new marketing manager, one of the first things you should do is set goals.
Make sure those goals are attainable, though. Otherwise, you’ll earn a bad reputation when you don’t reach them.
Talk to your team about what short-term and long-goals you think you can achieve. Discuss the plan of action to meet those goals and make sure everything is realistic.
If so, make your goals publicly known and do everything you can to reach them.
You’ll gain a lot of prestige within your organization if you constantly meet your objectives.
Know How to Strike the Right Balance
You have two audiences you need to please: upper management and customers. Sometimes, pleasing people in both of those groups at the same time can be quite a challenge.
For example, you might need additional resources to run what you think will be a very effective campaign to a market segment. But executives might push back on that idea.
That’s where you have to use your own personal sales skills. Convince them that you’re idea will help the company strike gold.
Learn how to do that, and you’re likely to succeed.
Know How to Stay Creative
Part of marketing is imagination. That’s especially true on the advertising end.
That can be challenging if you lack imagination.
That’s why you should stay well-read. Make sure you’re constantly reading books by and about the great marketers of today and yesterday.
You’ll likely find some inspiration for some of your own campaigns in those books.
Also, watch the TV shows that people in your target market like to watch. They’ll help you create campaigns that resonate with potential customers.
Bottom line: keep a healthy imagination. You’ll need it in marketing.