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Marketing Breakdown - Productivity Edition

I ran an office with 75 employees

I reached a point where I no longer was worried about if work would be complete

All I cared about was how can I make my teams more efficient & productive

I created an organizational chart that I still use to this day

Here it is

1/ Introduction

I am going to be breaking down the entire structure using the example of an eCom brand, but the principles and frameworks will be applicable for any type of brand you own

It is ultimately beneficial for Marketing departments (I was CMO)

2/ The Lingo

> North Star -The Direction you are bringing your brand

> Overall tasks -Objective-based tasks that can be systemized

> Buckets/departments - Compartmentalize the overall tasks into specific silos

> Subtasks - Micro tasks that will help us reach the overall tasks

> Prioritization - High priority, medium, low

> Sprints - 15-day intervals of work

> Power team - individuals involved in that specific department/bucket

> Recurring tasks - redundant tasks that must be automated

3/ North Star

Without a North Star, you are operating without purpose

Navigating your business without an end destination in mind Read this thread

​https://twitter.com/wizofecom/status/1465319680118247425​

4/ Overall Tasks

Early on with your brand, you will begin to notice a lot of your tasks are recurring. The same objectives will need to be met for e.g

> Running new tests on your site

> Creating video ads

> Setting up new pages on your site

> Posting on social medias

These overall tasks will have sub tasks to help you reach your goal. It becomes overwhelming thinking about all the overall tasks for a brand. There are so many big objectives that can be done that help us move towards our vision. This is why we move into the next point below

5/ Buckets/Departments

You will realize that you can put these types of OVERALL TASKS into buckets

> Website/CRO Bucket

- Site setup

- Site optimization

- Site speed

Facebook ads

- Video ad creation

- Image ad creation

- Ads management

- Ads optimization

Each bucket/department will have 1 department head. If you are new to the business, chances are you will be the department head for each of these businesses and that is totally fine. You have to define the OVERALL TASKS that are usually done for each bucket

At smaller stages of your business, you will have 2-3 overall tasks for each department/bucket. As time goes in, there will be more added for e.x, we can add more to the FB ads bucket above

Bucket: Facebook ads

> BOF Video ad

> TOF Video ad

> MOF Vid AD

> BOF IMG AD ETC

Define a list of all the overall tasks you have and put them into buckets. Expect that you will constantly add more. The head of the bucket/department is RESPONSIBLE for the success of each

6/ Subtasks/systemization

Stop wasting precious decision-making power on tasks that should already be automated. This is where systemization comes into place. All of the overall tasks you see above have multiple sub-tasks that need to be done in sequential order to help

You reach that specific objective. Let's look at an example

Bucket/Department:

Email Marketing Overall tasks:

Setting up email flow Subtasks/steps of the system:

- Define flow logic + structure

- Create content for flow

- Design flow

- Get approval

- Make iterations

- Get approval from the client or department head

- Set it up on Klaviyo

- Final Q/A

- Push live

7/ Sprints

These are 15 day intervals. You define 2-3 goals for each department/bucket that you want to reach by the end of the 15 day cycle E.X Create 3 video ads, setup abandon cart flow, implement one new google optimize test

8/ Prioritization

How do you know which tasks to focus on first for your sprint? By understanding dependency-based tasks. There are specific tasks that are dependent on other tasks to be completed firs in order to start them

Our prioritization of tasks are broken down into 4 types

> High priority - done in first 5 days of sprint

> Medium priority - done in next 5 days of sprint

> Low priority - done in last few days of sprint

> Recurring tasks - done daily or specific days of the week

Marketing News​
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Facebook is now saying (forgot what they were saying before) that Interest-based targeting can actually hurt the results from your campaign.
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The reason is that your target is too narrow, so you’re not reaching potential buyers that would otherwise be interested in your product(s).

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Facebook wanted to know what made specific campaigns perform better than others, so they conducted a test of 50 CPG campaigns.
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Their test showed that 50% of campaigns used interest audiences that were too narrow, which impacted their reach, resulting in fewer conversions.
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Facebook also claims that using interest audiences is better, or more effective than simply using demographic campaigns by at least 22%.
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However, there was no hard and fast conclusion because although interested-based audiences performed better, the reach was more narrow, so the results don’t really help anyone?

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That’s not quite true for the other half of the campaigns they analyzed.

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The other half of the campaigns showed great results in both interest targeting and demographic targeting when it came to reach and effectiveness. So what was different about these campaigns?

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The secret here for the best performance is to ensure that your interest-based targeting is not too narrow. So, broaden it a little and measure performance. Start broader instead of being hyper-focused on a very narrow specific group, if possible.

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Marketing Resources

1. ​Milled.com - Facebook ad library for email marketers
2. ​Unicornads - Top 1% of eCom Ads
3. ​Socialstudio.ai - Automate your Instagram Content Creation, Designs, & Posting With Your Own AI Assistant

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