Motivating marketers

How to motivate your team to be marketing superheroes

Many workplaces experience a post-Christmas slump in morale when the celebrations are over, but it’s still cold and dark. The phenomenon is so well known that the third Monday of every January is known as Blue Monday, the most depressing day of the year. What can marketing leaders do to keep their teams motivated after the festive break?

Here are 7 ways to keep marketers inspired and energetic:

1. Make it matter

Few things are as demoralising as working on a project that feels meaningless and insignificant. It’s important to make sure marketers completely understand the brand they are working on and how it is important to its customers. Constantly focussing on that personal connection will help your team believe in the product and market it effectively.

2. Share

To get the best results from your team, you’ll need to make sure they understand the company’s goals for the next 5 years and how their work fits in to that. It’s important to set very clear expectations – no team does their best work if they don’t understand what the ultimate goal.

It’s important to keep communication channels open with regular meetings, but these can get overlong and stale after a time. Keep things fresh by gathering outside of the office or try standing or walking meetings. Make sure your employees always have a channel to share problems and ideas.

3. Equip

Marketing is a rapidly-evolving field as new technologies constantly bring new communication channels and ways of working. Marketers love learning about new developments, but it’s up to you to make sure they have the right tools and training.

This doesn’t have to hit the budget hard – online tools often start off free and training doesn’t have to be external. Explore using mentors, coaching or peer-to-peer training instead.

4. Empower & Innovate

Marketers love trying out new things, so it’s vital to give them the ability to do so. Encourage collaboration, make sure no-one is afraid to share ideas and implement the ones that make the most sense. It’s impossible to predict exactly what will and what won’t work in marketing, so you need to keep your strategy flexible enough to constantly implement and experiment with different ideas.

As a leader, it’s up to you to make sure your staff are not afraid to fail. Punishing unsuccessful experimentation is a sure-fire way to make sure none of your team ever come up with any new ideas for the future.

5. Measure

With the ability to experiment comes the necessity of measuring your success. Many marketers are attracted to the field by the combination of left- and right-brain activities it involves, and metrics are just as important to success as creativity.

It’s very satisfying to be able to quantify the results of your campaigns, so make sure your team has the time and skills to do this thoroughly. When things are busy, it’s easy to move onto the next thing and forgot about what you’ve already done, but it’s only be exploring the results that we can improve.

6. Celebrate!

Marketers, like most employees, respond to praise better than criticism. If your team has a success, celebrate and recognise their win. Remember, public praise is always worth more than a private congratulations. Recognise any contribution made by other members of the team to each success. Shared incentives based on overall team performance can often be more effective than individual rewards.

7. Enjoy

Finally, don’t forget that the best teams are the ones that have fun and enjoy each other’s company. It’s not just about work – creating opportunities for getting to know one another better can help a team enjoy working together more. Lead by example – smiling and laughing even when things are frantically busy can help everyone relax and stay productive.

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