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Lean PPC Methodology
What problems does a business face
when using paid promotion channels and paid search as a sales tool?
"Lack of Revenue with Increasing Costs"
There is a feeling that you have hit a "ceiling." The growth of marketing budgets has stopped influencing overall revenue.
"Specialist Qualification"
Constant searching for and changing marketers does not lead to an improvement in financial metrics or sales growth.
"Falling Profitability"
Increasing the promotion budget reduces profitability and increases the cost of a single order.
"No Understanding Where the Money Goes"
What drives the result? Which tools work best? Do all ideas generate profit?
Why do such problems arise?
To answer this question, it is important to divide the client acquisition system into two flows — operations and the promotion process itself.
FLOW 1 "MARKETING AND SALES OPERATIONS"
What causes losses for your business in marketing operations?
X1. No understanding of what creates value
Which actions of promotion specialists affect revenue, and which are a waste of time and do not create any value for the business and end consumers?
X2. Losses are the essence and part of the process
Sequences and work that increase the cost of all marketing processes and create 7 types of losses (low quality, overproduction, information loss, etc.).
X3. Lack of manageability
There is no clear understanding of exactly what needs to be done at a specific moment, with the help of what and by whom, so that the business receives the highest quality result with minimal costs.
FLOW 2 "PROMOTION TACTICS AND PROCESS"
What creates losses in the very essence, strategy, and system of promotion?
Y1. No understanding of the "customer journey"
With the help of which channels, how, and when does a potential buyer interact with you and your competitors, depending on the stage of the purchase decision?
Y2. Non-target actions and decisions
Which stimuli, ads, offers, and creatives will work for a specific consumer at a specific moment? With the help of which actions will they move to the next stage?
Y3. What is important for the client at each stage?
What answers does the buyer subconsciously want to receive at a specific moment in time, which are capable of instilling trust in your offer and making them choose you among competitors?
Foundation of Success. Lean 6 Sigma Marketing
Lean 6 Sigma
Goal — reducing costs and improving the quality of processes. Means — combining a scientific approach and practical tools.
What is Lean?
Lean Manufacturing. This is a set of practices and tools aimed at building processes in such a way that each part of it meets the main task — creating value for the end consumer and the subsequent stages of the "production chain" by eliminating useless operations and tasks (losses)
6 Sigma
Helps manage and use a scientific approach for the implementation of the main ideas of Lean Manufacturing, both through the management of improvement projects and statistically reliable conclusions.
Easily Adaptable
Despite the fact that Lean 6 Sigma was born in the industrial sector, it ideally adapts to marketing tasks and sales.
Profit-Centric
All actions are measured and evaluated from the perspective of their impact on financial indicators, which allows for a radical restructuring of the thinking of the team and the entire business towards profitability-oriented processes.
Scientific Approach
Conclusions, solutions, and ideas based not only on intuition and assumptions but, first and foremost, on statistically reliable data, variability control, and controlled experiments. This ensures higher quality forecasts and decisions.
Measurable Requirements
Requirements for results that are easily measurable. What is quality from the clients' point of view, and with the help of which research can you measure it? What are your clients willing to pay for? Which actions do not create value?
Project Management
Project management tool. What sequence of tasks is most effective in improvement processes? How to correctly distribute roles, control, and motivate the team during project implementation?
Visualization
A clear and visual customer journey, information, and interactions between your team, contractors, and partners in the form of visual maps, graphs, and key indicators allows for faster problem detection and assessment of process opportunities.
Cycle of Improvements
A constant, not episodic, cycle of improvements. How to create conditions for the cyclical nature of improvements that will not depend on changes in the team, priorities, and business environment, but will help achieve long-term preservation of already achieved results?
Client-centric
All tasks are built around the requests of external and internal consumers, which perfectly corresponds to the main goal of marketing strategies — to satisfy the needs of buyers better than your competitors do.