When you think of industry experts, do you typically picture tech-savvy software engineers, dynamic salespeople, and experienced C-suite executives?
We’re trained to think that only the employees who work directly with clients should have industry knowledge and be able to speak confidently about what their business does. As long as the marketing team can create sleek campaigns, it’s OK if their skills lie mostly in design, right?
Today, we’re sharing why it’s important for everyone at your company to understand the way your industry operates. We’ll also share how this comprehensive approach can help you reach new customers and grow your bottom line.
Target the Right Audience
If your marketing team takes a blanketed approach to campaign management, they’re likely to create print and digital materials that appeal on a shallow level to everyone but never actually move someone to make a purchase.
To stand out in your space, you need to know exactly who your buyers are, and who they are not. This isn’t the time to be universally adored. You need to pique the interest of qualified leads, but you can’t do that unless your marketing department knows your market.
As they learn more about what your business does and how it operates, marketing employees will be able to create more compelling campaigns that reach your target audience. They can do so by creating buyer personas, or research-based profiles that represent their ideal customers.
With these insights, they can customize and tailor their content to reach the customers who are most likely to buy your product or service. This way, you won’t waste your time and spin your wheels trying to cater to prospects who will never convert.
Create More Compelling Campaigns
Another benefit of training your marketing team on every part of your industry? They’ll be able to create more compelling, informative campaigns. This is an especially useful strategy for inbound marketing, which focuses on providing expert-level content to increase leads.
Think about it: If your marketing team can put together helpful, relevant blog posts and add them to your website on a regular basis, how many more people could you reach? Visitors crave content that answers their questions or provides a new insight for them, and you can do that for free with excellent inbound marketing.
Yet, keep in mind that your readers are smart. They’ll be able to tell when someone is writing authoritatively about a subject, and when they’re just faking it. It’s worth taking the time to get your marketing team up to speed, so they know exactly what they’re talking about when they sit down to type.
Improve Customer Service Levels
Customer service is a major part of business marketing. One study found that companies that choose to invest in customer service can see an increase in revenue of up to 80%.
People want to do business with companies that can answer their questions and solve their problems in a knowledgeable, timely manner. If they contact your marketing team with an inquiry, they should be able to speak with someone who’s well-versed in all of your offerings.
If they don’t have adequate industry knowledge, they might not know what to say or where to route their issue. This one negative experience can be enough to undo years of brand loyalty.
It isn’t enough for these employees to have basic marketing expertise. They should also be trained in every aspect of your operations, so they can help anyone who reaches out and asks about them. While they don’t have to necessarily become subject matter experts (SMEs) in every field, they should have enough insight to be resourceful.
Make Quicker Decisions
When your marketing team knows what your business needs, they can use that knowledge to make quicker, better-informed decisions.
This is a critical advantage, especially in the fast-paced marketing sector, where campaign updates often occur in real-time. If your employees are lamenting over a certain part of the design, they could miss an important timeslot for promotion.
While marketing skills can take them part of the way, industry know-how will take them much further. They’ll be able to create materials that are effective, targeted, and successful at turning prospects into leads. In turn, they’ll spend much less time fussing over minuscule design details that make less of an impact.
Improve Onboarding and Training
When your marketing department knows how every other department operates, they can play a critical role in your company’s onboarding and training processes.
Not only can they get new marketers up to speed more quickly, but they can also be on hand to help guide other new hires around the office and explain the lay of the land. They can assist with training sessions, be on hand to answer questions, and serve as mentors for anyone who joins the workforce.
This can lead to lower employee turnover and higher rates of retention. When everyone in your company understands and is working toward the same goal, there’s a shared sense of teamwork and accountability.
Invest in the Industry Knowledge Your Marketers Need
Gone are the days when the marketing team could exist in a silo, operating outside the realm of the rest of your company. Now, their efforts are integrated into every other department, and they need to have the industry knowledge required to keep pace.
Take the time to show them around and train them on how your company operates. This investment will be returned to you in spades as they deliver more effective campaigns that reach your prospects and turn them into leads.
Looking for more ways to climb the ladder? Check out the other guides in our Business section!