8 Reasons Support Should Be Key in Your Marketing Plan


John Rampton

September 12, 2016

A marketing plan on its own, on paper, can look and sound good, but it needs people to activate it and accomplish all the goals and objectives found within it. Otherwise, it’s just a document or a file on a computer.

When I started my payments company I found that the best marketing from my company came from my customers. Customers can make a break a company faster than any PR stunt you could ever do. They are the driving force behind other customers. For this, amazing customer service has been at the front of my marketing channel, and helped me create a great deal of more sales.

Here are 8 ways that I’ve found that are crucial to my business that you can accomplish through an amazing support team.

Support creates messaging channel with customers

Since many of these other departments and functions work directly with customers, there is an opportunity to provide input on the type of messaging that customers will respond to. This may also be an opportunity to hear about what customers are saying directly to customer service or tech support about their product or service experience that marketing needs to include in their strategy.

Allowing those on social media and other channels to share marketing messages is a good way to leverage the availability of this support. Another area where marketing could be supported would be through software, where the support staff could reinforce the efforts of marketing. I personally use this helpdesk software.

Support speeds results

The more team members and departments you have involved, the faster the work within the marketing plan can be accomplished as long as there is clear delegation of who is responsible for what task, the deadline, and the project work involved.

Communication is key here, including using apps like Slack to make sure each person or department is handling their part of the marketing plan.

Support provides insights

While the marketing department develops the plan, it’s really the insights provided by various parts of the organization, including sales, IT, customer service and even manufacturing, which really make the plan work.

That’s because they are all in a place within the organization to provide key information that could be useful to shaping and executing the marketing plan that the marketing department would not have otherwise. Using collaboration tools can help facilitate how these insights are shared. Then I like to share these to help others.

Support delivers additional resources

While marketing has some resources to deploy for the marketing plan, they can also leverage the support resources provided by other areas of the company that have a stake in ensuring that the marketing plan succeeds.

These resources can help bolster each of the tactics within the marketing plan and spread the financial accountability out across the organization, providing a bigger stake for everyone to benefit from the return on investment. Project management platforms and financial software tools can offer a way to delineate how these additional resources will be shared.

Support gives new perspectives and ideas

Sometimes it takes someone outside of marketing to find a truly unique idea or see an issue differently due to a perspective outside of the marketing arena. This can bring a solution to a marketing issue or aspect of the marketing plan that the department had been struggling with.

Having an internal messaging system or regular standup meetings can be quick ways to get these ideas shared across the company.

Support divides up the work

Many hands make light work for the marketing department and provide a way to include the entire company in the delivery of the marketing strategy. Participating in these tasks can offer a way to add more interest to their own jobs and responsibilities, adding further motivation and inspiration to be productive and assist in other areas of the company. Again, project management tools are an effective way to show how the support can take on their part of the marketing work.

Support builds consensus

Support can serve as the cheerleaders to bring the organization together in a united way to consistently deliver the marketing messaging and agree upon the marketing tactics to help the company succeed.

This consensus building component of support provides the “why” part of fulfilling the marketing plan and can reinforce the culture messages of the organization in working together for a common cause and mutual benefit. Communication platforms are the best way to get the team on the same page by using the support function to inspire and influence this unity.

Support adds efficiencies

Support functions are key to marketing plan efficiency. When support staff has a clear understanding of where they can assist, they can add efficiency to the process through productivity and focus that may not happen without their participation. This efficiency can maximize what’s accomplished with the marketing budget and drives more achievement across all the marketing plan tactics.

Communication and marketing leadership must be the tools that are employed to leverage this benefit of making support a key part of your marketing plan.

In so many ways, support can make the difference between a marketing plan on paper and a marketing plan in action. The ability to motivate, inspire, innovate and produce illustrates why support has to be a key component of your marketing plan.

This article was written by John Rampton from Forbes and was legally licensed through the NewsCred publisher network.

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