We often talk about best practice when it comes to how we market our products and businesses, so what do we mean?
Best practice is defined as a method or technique that has consistently shown results superior to those achieved with other means, and that is used as a benchmark.
Typically, best practice is what we have come to accept as our method for achieving the desired results. Whether it’s how to achieve a certain number of click thrus in an email program, the number of responses overall from a campaign, or the number of lead conversions we get from all our hard work, we can all quote ‘best practice’ and ‘industry standard’.
But, best practice shouldn’t be about maintaining the ‘status quo’ and certainly not when the buyer is in control. It should be about injecting new ideas that improve on the great foundations you have already established. Best practice can evolve, develop, change, and adapt to deliver improved outcomes.
When you’re running your marketing activities day-to-day, month-to-month and year-to-year, it can be a challenge to inject those fresh ideas, or see beyond your current best practice activities.
And while there’s no one specific or definitive answer to all your best practice questions, there are lots of places we can all go to find out more.
As a small business it’s in our interest, as well as our clients, to make sure we stay informed of new best practice techniques. It’s about looking at what the high growth companies are doing to drive success, combined with advice from industry experts (such as the CIM, the IDM, or Econsultancy). Over the next month, we’ll bring our experiences, research and understanding to you, highlighting the key elements and latest thinking for you to implement in your every day activities.