I'm always surprised at how many businesses sideline the creation of their marketing processes because it's such an easy way to get more consistent results in less time.
If you don’t create processes around every repeatable marketing (and business) process, or know you could create more... This guide shows you how.
My goal for this post is to illustrate why marketing processes are worth your time, how to identify missing processes in your business and how to implement those missing pieces quickly and effectively.
This quote from John Maxwell says it best:
Clever stuff. But how does that translate into a real-world difference you'll notice in your bottom line? Marketing processes will:
If you're coasting along with a system-free marketing approach, sales are firing and everything seems just fine, it's easy to put the creation of marketing processes on the "do later" list.
In my experience, this is a false economy. The time taken to solve problems from under-systematized marketing is way more than the time required to implement those systems.
So here's how to better systematize your business. While this article focuses on marketing primarily, these principles hold true in all areas of your business.
The Symptoms of a Lack of Marketing Processes
It's often easy to spot when a business doesn't have processes in place, as it causes a very particular type of disorganization. Here are common symptoms I've seen because of unsystematized marketing:
If you don't have SOP's in place for your marketing, it's time to take a stance. You and your team probably have barely enough time already. By recognizing that system-oriented marketing processes are important, you can invest a little time now for a lot more free time
Marketing System Examples Every Business Needs
You've probably checked out case studies of companies killing it
Here's a list of processes every business needs to start you thinking in the right direction. Keep in mind your list depends on which marketing channels you use.
How to Prioritize the Creation of Your Processes
So you're open to the idea that creating processes now will save you time while improving your marketing. Great.
What system do you create first?
Excellent question. And the answer is different for different people. Here are
The most common mistake I encounter is people trying to create too many processes simultaneously. So once you've identified your priority, try to focus on one at a time.
Choose the Right System for the Right Marketing
There are different tools for different marketing processes. So, just like you wouldn't use a hammer to paint a wall, it's best to use the right system for the right task.
With each of the below methods, remember you can create each in different degrees of depth.
For example, you might make a broader sweeping video walkthrough covering your brand's approach to social media content - a task your whole team is on
A more granular video walkthrough on creating image-based memes for your Facebook page would help those focusing entirely on social marketing channels or more experienced team members who need greater detail. In cases such as keyword research processes, multiple formats combined might work best.
Here are five of the most effective tools for creating processes for your marketing.
Flowcharts are good for processes involving decisions. Decision junctions in flowcharts map what people should do next based on the situation.
A simple flowchart helps you create a process anyone can easily follow, even if not super familiar with the topic. Here's a basic example, but flowcharts can break a process down into as many stages as necessary, so this isn't the full extent of their power.
Recommended Flowchart Tools
Video walkthroughs are great for technical processes you're teaching for the first time.
For longer multi-stage processes, using timestamps for the different stages in your video's description increases the likelihood people will return to it. Help users jump straight to the required step rather than searching for step #14 out of 37.
Here are two screen capturing tools below, both excellent for the job:
Recommended Video Walkthrough Tools
The tried-and-trusted checklist is perfect for simple processes without decisions. It's good to make them streamlined, reviewing the word count for each check to say things
For example, if you create a list and want to add a step to ensure your social media marketing post
One way of writing this checklist item is three words, and the other is 14. In a checklist with 10 items, that's the difference between reading a 140-word document versus a 30-word document.
The beauty of checklists is their simplicity, so keeping them simple encourages their use.
The annotations bring attention directly to the relevant point on each screen. Because the screen in each step matches perfectly with the screen viewed by your people, complex processes or busy user interfaces can
Here's an example .gif for a Fluxe process. The numbers and arrows save time by directing
Recommended Screenshot Checklist Tools
I see templates as a subset in a larger system, but they're just as important. These are anything (graphics or content) used as a pattern for producing other similar things. Whether it's a content calendar template or anything else, a few key details in-place help things move immediately in the right direction.
Content templates are invaluable for maintaining a consistent brand voice and ensuring an instantly recognizable aesthetic for social marketing and other media. Besides saving time, they improve congruence to help you stand out in a crowded marketplace.
Making Sure Your Processes See Action
So you've created various types of marketing processes, documented them and delegated their use to your team. The last final obstacle between you and your improved results and saved time is the processes seeing continual use, rather than collecting cobwebs after a day or two. The most common reasons that processes don't get used are:
The remedy for each is self-explanatory. If your file organization is a mess, straighten it out. We use a simple Google Sheet with links to each system
One system doesn't have an owner? Find a lucky candidate to own this timesaving gem, get it working for the team and update it when necessary.
It helps to incentivize your team to take ownership of their processes. Whether with skill-building, including the use of marketing and other processes in quarterly feedback meetings, or whatever else suits your company culture.
Whenever working with a new client, my
So try it out. See for yourself how much time you'll save and enjoy those improved results