Your marketing assets are among the most vital resources for your company. They are what tells your story and helps you develop a trusted relationship with your current and future customers. It’s critical to have a solid marketing resource management process in place to understand what you have, who wants it, and how you will get it to them. Below are some easy tips for practical, positive changes to the way you manage your marketing assets.
Before you implement or revise a marketing asset management strategy, examine your current processes to figure out what works and what doesn’t. Involve all team members to get an honest evaluation and develop a framework for prioritizing which weaknesses will be tackled first.
Are you or your staff spending too much time managing the procurement and inventory of items that are not related to your core objectives? Ensure that any marketing assets directly align with your mission, objectives and goals. It’s better to have fewer well-designed pieces that directly target your audience than a hodgepodge of collateral with no clear message or branding.
Once you’ve identified what marketing assets are most relevant and valuable to you, make sure you have a process in place to review them and add/delete/revise as necessary. Allowing outdated content to circulate will only cause confusion among your customers.
It’s important that your message is being properly communicated and received. To do that, your marketing collateral should all have a consistent look and feel, including colors, logos, fonts, and of course, the actual messaging. Don’t dilute your brand by having conflicting messages or designs that your customers have to try and sort through. They won’t. They’ll move on to your competitor.
Having a centralized clearinghouse for your marketing assets is one of the most important steps you can take to manage inventory and ensure quality control. Whether it’s a physical warehouse for your print material, an online repository, or both, being able to access your material and manage it from one spot can significantly reduce costs and inefficiencies.
Make sure you know how, when and where your marketing material is used in the field. Ensure it complies with your company guidelines, messaging and relevant marketing campaigns. Make it easy for your remote team to access the right material and you’ll save time and money while reinforcing your brand.
Look at key analytics to give you important feedback about which whitepapers are downloaded the most, or which YouTube video drove the most traffic to your site.
If you aren’t already using a digital solution, you might be overlooking a valuable resource. An on-demand storefront automates many of the processes described above, giving you ultimate control over your projects and budgets. But not all solutions are created equally: make sure the one you select provides features including. detailed intelligence to enable demand forecasting, approval workflows, centralized communication, billing and reporting.
Remember that marketing resource management is not a static process. Your business and customers are continually evolving, and your marketing solutions must evolve as well. Be willing to adjust your strategy as needed to stay ahead of the curve and give your customers top-quality, cost-effective solutions.