Kick off the new year on a high note: reviewing your marketing workflow
Posted by Jodie Byass on February 9, 2021Find me on: Tweet
New Year’s resolutions aren’t for everyone (so I’m thinking that marathon run can wait!) Still there’s something about kicking off a new year that brings forth a sense of wanting to start afresh. Are there things that you can do to improve on last year’s marketing efforts?
One of the challenges creative teams have with managing marketing projects is not having dedicated processes and a formal approval workflow. Here are some simple changes you can implement in 2021 that could really make a difference to the way you work.
Streamlining your marketing workflow and processes
1. Review your approval workflow.Did you experience any issues in your approval workflow last year? For example, were projects briefs comprehensive enough? Were project approvals sent to the right stakeholders at the right time? Were change requests clearly communicated? Were the right versions updated and all changes captured in the first instance? Did all stakeholders sign off on the campaign before it went to market? Overall, were projects delivered on time and on budget? Once you identify the issues in your approval workflow, you can then consider how to best improve it.
Recommended reading: Tips on refining your marketing approval workflow2. Create a formal approval workflow template.
Once you’ve identified the issues in your approval workflow and decided on what needs to change, it’s time to create a formal approval workflow template (you might even create a few to suit different campaigns). The benefit of having your approval process recorded is that everyone can refer to it and understand where they sit in the process and why. Creating a visual diagram is one of the easiest ways for people to ascertain the correct flow (as text can be confusing). Be sure to include at the end of your process where final artwork files are saved so there’s no confusion about this at a later date.
Recommended reading: Admation approval templates3. Assessing your approval workflow tools
Your tools are one of your greatest assets, so it’s important to review your current ones to ensure they are effective. For example, is your team still reliant on emails to send artwork for review and approval? Are you still using spreadsheets to manually track projects and manage resources? Are changes for artwork trickling in from stakeholders and not sent in organised batches? Do you have online mark up tools for easy proofing? If your tools are making it harder, not easier, to manage your workload, maybe it’s time to consider updating them.
Recommended reading: Understanding marketing project management software4. Review your clients and projects.
Your clients’ feedback is a great litmus test for how your creative team is performing. For example, which clients were satisfied with your output last year and which ones were underwhelmed? In the latter case, what do you think could be done differently to promote a more productive relationship? In terms of projects, reflect on which projects were seamless and which ones were difficult and why.
Recommended reading: Manage marketing projects challenges with admation
Benefits of reviewing your marketing approval workflow & processes
- Manage your marketing projects with more control and ease in 2021.
- Less bottlenecks, inaccuracies and high artwork revisions with an organised and dedicated approval workflow.
- Reduce the time and money wasted on clunky approval processes.
- Ensure that Legal always signs off on campaigns to avoid marketing compliance issues.
- Encourage better collaboration as everybody understands how the approval process works.
- Build trustworthy relationships with clients who can depend on your work.
- Eliminate the frustration and angst of delayed campaigns.
- Have more time to create brilliant campaigns.
Be sure to do a quick review of how your marketing projects are tracking a few months down the track to see how these few changes have made a difference. Good luck!