You have had a Kaizen event on the shop floor as part of your continuous improvement strategy. What if you could do the same with your marketing? Would it be worth the effort if you only gained 3 new customers?
The principles of a Kaizen event are very straightforward:
- Pick a specific area for improvement.
- Identify opportunities for improvement.
- Prioritize actions.
- Set a timeline.
- Measure progress.
One thing that makes this approach successful is implementing small, incremental changes. You are not changing everything at once. Plan, Do, Check, and Act.
A recent survey showed that 57% of businesses plan to redesign their websites in the next 12 months. Anyone who has been involved in such an undertaking knows it is very expensive and time-consuming. Most people settle for done rather than perfect. I don't know about you, but this sounds like a good place to apply Kaizen.
Imagine the frustration you could avoid by continually improving your marketing using Kaizen events.
Marketing can be broken down into 3 simple steps/principles:
- Right Message
- Right Audience
- Right Time
Knowing this, we can use these 3 steps to implement Kaizen in Marketing.
- Right Message- Content Audit
- Right Audience- Buyer Persona
- Right Time- Content Mapping through the Buyers Journey
Content Mapping allows you to use Buyer Personas and the Buyers' Journey to create targeted content. Once you have identified the Buyer Personas, you match/create content for each step in their buying process. Check out this FREE resource from HubSpot to get started.
Once you have generated content and mapped it to match Buyer Personas and the Buyer's journey, the continuous improvement cycle can begin. A Content Audit allows you to identify gaps in your current marketing, and as you identify new markets, you can see what existing content can be modified to address these new opportunities specifically. We strongly recommend a set schedule for your content audits.
We are providing a Content Audit workbook to help you with this effort.
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