As marketers, we’re constantly looking for new tools to help us get an edge. After all, we have a pretty rare opportunity in that what we do on and offline can be quantified into data that accurately depicts different segments and behaviors. However, knowing what software to use can be tough, which is why SAP is such a great place to start.
With SAP, you can not only use their recruiting software to find the perfect candidate for your team but additionally track and analyze your marketing efforts across multiple channels. Their line of products gives you a wide range of tools to begin with, which is why I’m going to give you some guidance on where to start. Check it out below:
Focus on What Your Needs Are
As with any recruiting endeavor, it’s important to start out by assessing what exactly you’re looking for in a candidate, as well as what type of role they’ll play in your firm’s day-to-day. As most of us know, this isn’t as simple as saying “I need some marketing help, I should hire a Marketing major,” especially when you’re choosing from a pool of approximately 358,000 getting business-related degrees this year alone. No, in finding the perfect member of your team you’re going to have to dig deeper in the specific qualities that you’re looking for, which SAP can be of a great help in choosing.
First, have a clear-cut definition of the role you’re trying to fill. Using broad terms like “digital marketing” or “full-stack marketer” can be great if you know the details, but trying to find someone that’s a catch-all is going to be incredibly difficult. Instead, list your qualifications out specifically, as it is only fair to both the candidate, as well as your firm. After you’ve established the type of person you want for the role, start plugging in the requirements into SAP’s SuccessFactors, allowing it to weave through numerous profiles to provide the best match. Once you’ve accomplished that, it’s time to start looking into how you can execute.
Looking Into The Details
In executing campaigns with something like SAP’s Abakus, you want to have quantifiable goals set that are easily trackable. For example, seeing the amount of hits I get on a social media post or how many folks actually clicked on our email campaign. Tracking is imperative in looking at the success of what you have going on, as well as how it can be improved. While no marketer is perfect at this stuff on the first try, that’s why having executable benchmarks to gauge success is important.
To begin, look at what you’re currently doing regarding strategy. Do you have a content marketing plan in place? Are you running Facebook ads? What elements are working together? Which ones could be? All of these factors should be working in tandem, as they’re largely going to piggyback off one another. For example, looking at how successful a piece on your blog is via different social channels (where’d it get the most shares? etc.)
Once you’ve found a grasp on where you stand, it’s time to start testing. This includes conducting things like A/B tests to assess the types of headlines that are more successful, or even what day/time your posts get the most traction. These strategies are limitless, so it’s good to start small with what you can easily see, then work your way up to larger and larger campaigns.
Experimenting With Strategies
A great thing about SAP is it allows you to test and deploy numerous marketing strategies in real time with an arsenal of tools. This includes digging more in-depth with your plans, including experimenting with things like how successful your social proof efforts are, as well as how many signups you get on your email blasts. Striking away at these small kernels may not seem like much, but they’re actually some of the core pieces you need to improve upon your campaigns.
As you start to hash out the different ways that SAP can help with your marketing efforts, remember to stay fluid in your approach. Just because you’ve found that one thing works once doesn’t necessarily mean it’s going to provide the same result the next time. Furthermore, marketing is something that is always shifting and changing, and in acquiring new customers or users, it’s imperative you stay fluid alongside it. Finally, have fun telling your story, as it’s one of the rare moments you can deliver something unique to you.
With all the various elements covered today, which part of SAP are you going to use in your marketing plans? Comment below with your thoughts.