The Ultimate 10-Point Marketing Project Management Guide

Contents:

Introduction

What is Marketing Project Management

What Is Project Management in Marketing?

The Growing Role of Project Management in Marketing

In-Depth Look at Project Management in Digital Marketing

What Does a Project Manager Do in Marketing?

How Erfolk Does Project Management for Your Marketing Projects

As a successful business person, you want every tool which benefits your marketing efforts. That’s why understanding the benefits of project management in marketing is crucial for your success. And that’s especially true in today’s dynamic marketplace.

Professional project management for your marketing is a tool which improves your results, decreases costs, and boosts sales revenue. And this holds true whether you are in B2B, B2C, or government-related marketing projects (B2G, B2PA, B2PS, B2B2G).

Think of it this way: all media channels are flooded with marketing today. How much of that marketing stands out to you? Exactly. To stand out, and connect with people, you need a solid concept, connection with your audience, and quality of execution.

Consider also the risks of bad project management; if you’ve never experienced a bad project, you’re lucky. Projects gone bad will, at best, waste a lot of your company’s time & money, and at worse, cause damage to your brand’s reputation.

In such cases, many companies can bounce back from monetary losses; governments are able to increase taxes; but as one company learned the hard way, lapses in quality control and delivery of a marketing promotion led to riots, five deaths, and billions of dollars in losses.

Let’s pray that never happens again. More and more companies today have clear requirements in place for project management, quality control, and project delivery standards. That’s a big help.

Staff Meeting at the Office

TLDR: What is Marketing Project Management

With project management in marketing, you have clear outcomes, quality, and results for your marketing project. You have a defined project timeline, and know that all aspects of your project are aligned with your business goals. These connect with your marketing strategy, as well as desired brand or sales results.

Each marketing project outcome is tracked along the way: for on-time scheduling, quality of delivery, and follow-up measurement of results. So at the end of the day, you know what is working best to increase sales numbers and brand metrics as much as possible.

As such, project management isn’t just a part of your daily operations; it’s an integral tool for your company’s ongoing marketing and sales success.

Definition: What Is Project Management in Marketing?

Project management, in a marketing project context, is a practical business workflow to clearly define and deliver a project. A “project” is a collection of work activities which has a clear beginning and end, and doesn’t repeat very often.

Project management includes early stage tasks of defining the project’s goals, getting signed scope agreements and budgets, and then proceeding with all aspects of the project delivery. These include managing the resources, costs, quality, and timeframe.

This also involves the details of the related workflows, including planning, organizing, leading, and directing your internal staff or external vendors to achieve the agreed marketing goals within the set timeframe and budget, at the desired quality level.

It includes coordinating your team’s efforts to deliver marketing campaigns, product launches, or events successfully. And it manages the myriad of coordination and communication needed, with in-house colleagues, external vendors, third-party suppliers, and others.

In general, project management focuses on delivering tangible results, like completing a building in construction project management. However, project management in marketing is often about intangible targets and results, like brand awareness, online presence, customer loyalty, and engagement rates. These require qualitative analysis to gauge your success along with quantitative metrics.

Some key points to understand what is project management in marketing:

1. Goals: Establishing clear, measurable project objectives that align with your company’s overall marketing strategy, and which are achievable within the given timeframe, budget, and quality metrics. Use both qualitative and quantitative metrics.

2. Planning: Outlining the steps needed to reach these goals, including timelines, budgets, dependencies, and resource allocation in detail, such as content marketing, paid ads (PPC), and more.

3. Organization: Assigning tasks to vendors, suppliers, and team members, ensuring everyone understands their responsibilities and how they contribute to the project’s success.

4. Leadership: Guiding the team and vendors through the project, making decisions, resolving conflicts, and keeping everyone motivated and focused at frequent intervals.

5. Communication: Maintaining open lines of communication among all stakeholders, including team members, clients, management, and other departments within the organization, with quick resolutions of any escalations.

6. Monitoring: Regularly checking progress against the plan, adjusting strategies as necessary to stay on track, and measuring outputs during and after delivery.

7. Risk Management: Identifying potential problems before they occur, and developing contingency plans to address them just in case. For some projects, this will include a risk assessment before the project begins work on the deliverables. If the project is deemed too risky, sometimes a new project concept, or even cancellation, is the wisest choice.

8. Quality Control: Ensuring that all aspects of the project meet the required standards and deliver the desired impact. For example, does the conversion rate need further improvement? QA and QC must also fit within the available budget and timeframe, because if the results aren’t measured, you can’t prove the ROI of the money invested in the project.

9. Budget: Keeping a close eye on expenditures to ensure the project stays within financial limits. This requires accurate planning during the early phases, and ongoing discipline.

10. Evaluation: Reviewing the project’s outcomes against its objectives to learn from successes and challenges for future projects. Then, keeping those learnings in the company project management handbook, to be reviewed with each future project.

This approach of managing marketing projects gives you the best possible results. As well, the utilization of project management in marketing is not just about managing individual marketing projects, but also about improving the overall performance of your business’s marketing strategies as a set of projects, known as programme management.

Professionals Gathered on a Meeting

The Growing Role of Project Management in Marketing

Project management is a huge force multiplier to improve results in your marketing efforts. It is the backbone that supports your marketing quality, brand, and sales, ensuring that your efforts are systematically organized and directed towards achieving specific goals for brand and revenue.

Impact of Project Management in Marketing

1. Coherence and Consistency: With proper planning and organization, project management brings coherence to your marketing efforts. This means that all of your marketing activities, such as social media campaigns, email marketing, or product promotion, are aligned with your defined marketing frameworks, like ICP / persona, tone of voice, and design standards, ensuring that every effort is purposeful and leads to actual results.
  
2. Efficient Use of Resources: Effective project management ensures that the resources available to you, including time, budget, and people, are utilized efficiently. It helps prioritize tasks based on their criticality, enabling you to focus on activities that provide the most return on investment.

3. Performance Tracking: Employing project management in your marketing strategy allows for the regular measurement of performance. It enables you to gauge the success of individual initiatives against predetermined Key Performance Indicators (KPIs), providing invaluable insight into what works or needs improvement.

Typical PM Tasks and Responsibilities

The responsibilities inherent to project management in marketing include, but are not limited to:

1. Defining and Planning: This involves setting project objectives, creating a plan to reach those objectives, and identifying required resources.

2. Organizing and Managing: This includes coordinating activities, managing teams, and ensuring that resources like budget and time are optimally allocated.

3. Tracking Performance: Your project manager will regularly assess performance against set targets, identify any disconnects, and make adjustments where possible to keep your marketing project on track.

Sometimes, your PM might find a problem, for example, “the conversion rate isn’t meeting desired targets, due to the current ad campaign creatives budget.” This information is then used to make informed decisions for the rest of the current product, and guide an improved strategy for the next project.

By applying the benefits of project management in marketing, you will maximize the growth and success of each marketing campaign, and your overall sales as well.

In-Depth Look at Project Management in Digital Marketing

Digital marketing is core to interacting with your customers and market your products and services. Project management under this digital umbrella goes beyond traditional methods and leverages innovative tools, data-driven strategies, and creative approaches to ensure success.

A. Integration of Project Management in Digital Marketing

In the digital sphere, project management involves more than just overseeing tasks. It involves items like digital tracking with sophisticated tools, organizing large volumes of marketing efforts, managing SEO across all your keywords and websites, tracking social media campaigns, analyzing metrics with #bigdata, and more.

Given the dynamic nature of digital marketing, with factors like search algorithm updates, constantly changing social media platforms, and seasonal consumer behaviour, project management allows you to maintain order amid the chaos.

It ensures your marketing efforts adapt and evolve to keep pace with market dynamics, ensuring your business stays one step ahead of the market fray.

B. Real-World Examples of Project Management in Digital Marketing

Imagine launching a social media campaign for a new product. Without effective project management, your campaign could be haphazard: disjointed messages, inadequate monitoring of engagement or conversions, or misallocation of budget.  These are some examples of how we stay on-top:

1. Launching a New Product with Paid Social Media Campaigns: A sneaker company planned to launch a new line of eco-friendly shoes. Our project manager set clear goals, like increasing brand awareness with certain target buyers, and driving pre-orders. We used a detailed timeline and assigned tasks to internal and external marketing team members, including creating engaging content for Instagram and TikTok. By tracking progress and adjusting strategies where needed, the campaign achieved excellent results, leading to a successful product launch that exceeded sales targets by 12%.

2. Email Marketing Campaign for Customer Retention: A subscription-based enterprise software service aimed to keep their customers more engaged and reduce the number of companies unsubscribing. Our project manager worked with the team to design personalized email campaigns based on client preferences and requirements. We set up a schedule for sending out emails, with the objective of awareness, feedback, and calls with the sales and engineering teams. By closely monitoring open rates and feedback, we maintained a high-quality campaign, leading to a 17% decrease in cancellations, 9% increase in upsells, and improved tech fixes and customer satisfaction metrics.

3. Website Redesign for Positive User Experience: A niche B2B company, with over $100m in annual sales, noticed that their website was outdated and not user-friendly. Our project manager spearheaded a phased redesign, focusing on improving the customer journey, eliminating roadblocks in the sales funnel, and improving signups from interested leads. Within 6 months, user visit time on the website had doubled, and sales team phone calls were up 27%. Along with the site redesign, SEO keywords and content were re-defined and uploaded weekly, improving organic web traffic by 32% within one year, with a traffic value in the millions of dollars.

Embracing project management takes out the guesswork, random results, and wasted money in your traditional or digital marketing efforts. It brings purpose and precision to your activities, enhancing efficiency and boosting the leads you bring in the door. So at the end of the day, your company is helping more people have a better life, and making more sales along the way.

What Does a Project Manager Do in Marketing?

Your marketing project manager plays a vital role in orchestrating and delivering your marketing activities. Their responsibilities are actually quite extensive, as they serve as the key connection point between your team members, stakeholders, departments, and vendors.

Specific Tasks and Responsibilities of a Project Manager in Marketing

1. Project Planning: Your project manager in marketing initiates the plan for each marketing or branding campaign. This includes defining goals, setting timelines, and determining necessary resources. As well, sign-offs from key stakeholders for the project definition and budget are agreed and obtained.

2. Team Coordination: The project manager ensures coordination among your team, involving members in decision-making processes, delegating tasks, and aiding in problem-solving.

3. Risk Management: A crucial part of a project manager’s role is identifying potential risks or issues before or during a campaign and planning for mitigation or prevention (or if needed, discussing with stakeholders about cancelling the campaign).

4. Performance Monitoring: The project manager regularly tracks and evaluates the performance of ongoing campaigns against set parameters and arranges for adjustments as necessary.

5. Reporting: At the end of each marketing project, your project manager in marketing is responsible for reporting on the project’s success, analyzing performance data, and providing insights to inform the direction of future marketing efforts.

When you think about what does a project manager do in marketing, it’s to take care of the dozens and dozens of details which are needed to ensure a successful brand or marketing project.

How Erfolk Does Project Management for Your Marketing Projects

Project management in marketing is able to transform your company potential to a new level. It breathes life into your marketing strategies, ensuring they are well-delivered and yield the best possible results.

At Erfolk.com, we integrate quality project managers (people) and tools (software, systems, and proven methods) into every marketing effort. This is because, in today’s complex marketplace, it is the best way to ensure a good ROI and good results for each of your marketing and branding efforts.

One of the most-loved offerings from our clients is the Erfolk outsourced project marketing manager. This person acts like an integrated member of your team, taking assigned responsibilities for any needed efforts in your marketing schedule this year.

From this, you enjoy a myriad of benefits:

How Project Management Strategies Benefit Your Marketing Campaigns

1. Enhanced Productivity: With well-structured plans, clear objectives, and monitored progress, project management amps up the results for every dollar, euro, or pound you invest.

2. Increased Efficiency: By keeping regular tabs on performance and making necessary adjustments promptly, you’ll enjoy optimized resource utilization and improved results.

3. Improved Communication: Project management fosters better communication within your company and with stakeholders. Regular updates and status meetings keep everyone involved in the loop, ensuring excellent results and high satisfaction.

As well, your company benefits from the the improved visibility of your marketing department, as well as engagement with other teams like sales, customer service, and engineering.

Implications for Overall Business Success 

When marketing project management is done well, it’s not just your marketing that thrives; it’s your entire revenue results, and your business as a whole. The ripple effects of successful marketing, increased brand awareness, expanded customer base, higher sales, improved engineering, and stronger customer relationships, all come together to drive growth and profitability.

Talk with Your Marketing Project Management Expert at Erfolk

As a busy business person, you don’t have the time or specialized resources to manage dozens of marketing tasks, from strategizing to monitoring to 10x-ing your results. This is where Erfolk™ comes in to help.

With Erfolk Digital Marketing, you’ll tap into a team of marketing project management experts to drive your campaigns forward. One or more project managers will be dedicated and assigned to you for the full duration of your project(s), as well as any desired specialists for items like ICP, SEO, graphic design, CRO, and more.

We take on the roles of project planning, team coordination, risk management, and performance monitoring, leaving you free to focus on other crucial aspects of your business. We provide regular updates and reports in the formats and intervals you want, ensuring you’re always informed about your marketing or branding campaigns status and success.

By outsourcing your marketing project management to Erfolk, you invest in expertise and efficiency, paving the way to improved marketing results, enhanced control, and ultimately greater business success.

We look forward to hearing about your next project idea. Schedule your call with us now.

outsourced marketing manager

Christian Pyrros
Managing Director

We look forward to hearing about your next marketing project. Schedule your call with us now.