Over the last couple of days, Dave has been discussing the importance of developing a system that reflects the strategy of your company. The case in point for his discussion was recruiting, but the same principles apply to any strategy.
For example, our company is constantly working on improving our candidate sourcing strategies. If you’re not familiar with that term, it basically means the marketing work we do to get job candidates to notice ads, investigate opportunities, and initiate contact with given companies (our clients).
This is not something new. We’ve been working on this for several years, however, the methodologies that produce the best results are constantly changing. If we don’t continue to innovate and adjust the strategies that define our system as necessary, we’ll quickly find that the value we provide to our clients will start to diminish.
One of the parallels that we notice in our work is the strategies that online marketers (specifically, the companies who manage paid search campaigns) use to lure customers. Some of these companies are quite remarkable at implementing systems to accomplish their strategies. Here is an example from one of these companies, called Red Bricks Media. This contribution was made by Joe Van Remortel in a marketing report I recently came across:
“Managing paid search campaigns is more difficult than ever. Depending on the campaign, upwards of 20-25 distinct variables can influence performance and ROI. What worked last week might not work this week. Based on our research and observations, focusing on the four fundamental areas can give a real boost to paid search campaigns.
1. Understand the complexity and the relationships between variables and performance by implementing tests to isolate the variables with the greatest impact on performance. You must segregate winners from losers using a scientific method and statistical significance.
2. Make iterative improvements to campaigns with active management on daily and weekly basis. Over-reliance on technologies that act like an auto pilot is a sure way to overpay and under-deliver. Every week should show incremental improvements.
3. Messaging relevancy is the consistent and meaningful link between keywords, consumer motive/intent, queries, ad words, and landing pages. There is no better way to increase conversion rates and quality score. Messaging is how paid search connects with the customer.
4. Avoid the natural inclination to organize ad groups in campaigns by theme. Instead focus on organizing them into performance tiers. When properly structured this way, campaign managers have far more control over budget allocations to winners and losers.”
Does this make your head spin? If you’re not used to working in this arena, it may seem a little overwhelming. But, I selected this example for a couple of reasons:
First, the content is intended to be complex. This makes it easier to see past the details and concentrate on the underlying principles. This company has boiled down their purpose (paid search) into very well-defined strategies. I don’t know much more about this company than what is quoted above, but based on the detail provided, I would guess they have developed well-functioning systems to help implement these strategies.
Secondly, they seem to have captured the essence of “cause and effect” for their business. While they talk about the importance of recognizing symptoms, they rely on testing, measurement and analysis to make changes that affect results. Without systems to implement strategies, how do you “segregate winners from losers using a scientific method and statistical significance?”
Think of the strategies you’re attempting to implement in your business. Then ask yourself these two questions:
1. Are the strategies for my business (office, group, etc.) well-defined?
2. Do I have a system in place for implementing those strategies?
As Dave concluded in the previous discussions, it is foolish of us to expect those around us to buy into a system that is not well-defined. Additionally, it is unfair to then hold people accountable to strategies that are poorly implemented.
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