Your company has to set itself apart as an industry leader, and you have to shine as a leader of your marketing team. Whether you’ve been marketing for a long time or you’re just getting started, it’s good to be reminded about key lessons in marketing leadership and innovation.
1. Lead the business first.
Your loyalty should first and foremost be to your business, even though you have an entire team of marketers to please. Always keep company goals in mind when crafting and employing strategies so that everything you do enhances the business and keeps it moving forward.
In addition, you’ll want to work on communicating successfully with other leaders of the business, your marketing team and your customers. Everyone has to be on the same page, and it’s your responsibility to get them there through open lines of communication.
2. Be accountable for revenue.
When your revenue does particularly well, you want to take credit; you also have to be accountable when it plummets. When things go well, share the kudos, and don’t blame others for any shortfalls. Make sure your team members understand their impact on the bottom line.
3. Adapt to change
As customers change, marketers must do so as well. Consider the massive shift toward mobile devices, particularly smartphones—one of the quickest and most widely accepted transitions in the history of technology trends.
Many marketers were left scrambling, trying to figure out how to adapt to customer demands. Marketing teams equipped for adaptation handled the transition much more smoothly than those who dismissed the looming need for change.
4. Manage your reputation.
View reputation management as a preventative measure rather than a means to put out a fire.
As the marketing manager, you hold much of the responsibility for reputation management. It’s your job to screen advertisements and marketing ploys to make sure employees are consistently positioning themselves away from trouble instead of toward it.
5. Focus on content marketing.
When you’re looking to position your business as a leader in a certain niche, content marketing is the ideal place to start. It helps your business establish itself as an authority. The more high-quality, interesting content you post, the more consumers will come to recognize your organization as one they can trust.
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6. Get personal.
Professionalism is an important part of doing your job, but it can get in the way of making connections between employees and customers. Buck the trend of distancing yourself from those you lead, and focus instead on forging relationships with your employees. They’ll help your team work far more effectively.
In addition, get more personal with your customers. Leading CMOs learn to fall into orbit around their customers, seeking to make connections and understand what their target market is truly after.
7. Innovate.
Innovation is the key to sidestepping marketing roadblocks. To begin with, employees need a leader who will motivate and inspire. They need someone to come to work each day with enthusiasm for the business and for your current projects.
Customers also look for that innovation to set your brand apart. Your ideas and content should constantly evolve to transform and market your business. Focus on conceptualization and learning to embrace foreign concepts in pursuit of a more successful strategy.
As you establish yourself as a leader within your marketing team and your business as a leader in the industry, applying these traits will prove invaluable. Always look for ways to improve your personal approach and business strategy.
Jenna Cyprus is a freelance writer and business consultant. She has lectured for several universities and has worked with more than 100 businesses in the last 15 years.
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