PPC Live UK is about community, diversity and sharing expertise. That is why we are launching our Guest Post of the Month. An opportunity to highlight and share the expertise of community members.
We are very excited about introducing our first Guest Post - Armina Fareed. Last year she gave a very successful talk on the topic of Stakeholder management, a very relevant one in our current volatile environment, where Automation is pushing PPCers to adopt a more consultant role.
She has turned that talk into a very interesting and insightful reading that, very kindly, has shared with our PPC Live UK community. Enjoy the reading!
In 1984, R. Edward Freeman started a movement with his publication Strategic
Management- A Stakeholder Approach. Freeman’s Stakeholder Theory stresses the
interconnected relationships between a business and its customers, suppliers, employees,
investors, communities, and others who have a stake in the organization
“The 21st Century is one of “Managing for Stakeholders.” The task of executives is to create
as much value as possible for stakeholders without resorting to tradeoffs. Great companies
endure because they manage to get stakeholder interests aligned in the same direction.”
— R. Edward Freeman
This movement and many other theories and principles have become the backbone for
successfully managing engagement and expectations of stakeholders.
But with the increase in cross-department collaborations, remote or hybrid work, new skill
sets like digital marketing, growth of agencies, freelancing, and hustle culture, these
theories and principles are seeing new challenges. The attention is shifting from creating
business value to immediate short-term benefits for a few individuals. This new
environment raises complex questions about transparency, interpretation of the
information, and accountability.
The impact of these challenges is that PPC marketers are facing the growing need to create
and articulate shared values, communicate insights that matter, and
continuously examine their respective roles in streamlining expectations.
There are two approaches that PPC marketers can adopt to overcome the
challenges they face with stakeholder management
Developing Competency in the Field: PPC marketers can overcome stakeholder management challenges by cultivating expertise and proficiency in their area of work. Instead of merely relying on crisis management techniques, they should strive to create meaningful engagements and identify new opportunities. This approach will allow them to demonstrate their expertise and foster stakeholder trust.
Implementing Automated Workflows: Another effective strategy for overcoming stakeholder management challenges is introducing automation into their work processes. The use of technology can support strategic engagement methods and ensure the involvement of all relevant parties. This approach can help streamline workflows, increase efficiency, and reduce the potential for errors, thereby enhancing success and building trust with stakeholders.
Why stakeholders are important?
Stakeholders are the heart of any successful PPC campaign! They are our customers, the
reason we run campaigns in the first place, and the driving force behind our business.
Building strong relationships with stakeholders is key to achieving our long-term campaign
goals. Whether a PPC campaign involves a few stakeholders or many, it's important to work
together systematically, meaningfully, and logically to make sure that everything runs
smoothly and successfully.
A strong relationship with stakeholders fosters a more favourable environment for the
campaign, leading to a higher probability of achieving the overarching objective. So, let's
give a big shout-out to our amazing stakeholders! They are what makes all the hard work
worth it.
The 6 tips for Enhancing PPC Marketers' Engagement and Management of Stakeholders
Establishing a Process
Holding Strategy Sessions
Providing Continuous Education
Sharing Reports
Encouraging Feedback
Working With Empathy
Establishing a Process
The first step in effectively engaging and managing stakeholders is to set up a well-defined
process for communication and collaboration. This process should include regular check-ins,
updates, and reviews to ensure that all stakeholders are informed and up-to-date.
To optimize work processes, it is recommended to utilize various project
management and communication tools available in the market, both free and paid. By using
these tools, PPC marketers will experience increased productivity and efficiency.
In the process document, it is crucial to clearly define each step involved and to assign
specific due dates and responsibilities to relevant parties. This approach will help
stakeholders to recall the steps and maintain a shared understanding.
Examples of project management tools include Asana, ClickUp, Trello, Basecamp, Jira, and
Zoho. Communication platforms that enhance stakeholder engagement include Slack, Zoom,
Google Meet, and others.
Holding Strategy Sessions
A comprehensive understanding of stakeholders' goals is crucial for the success of PPC
campaigns. This understanding will allow for proper campaign setup and tracking to
accurately measure conversions.
PPC marketers should adopt a consultant role and utilize their expertise to provide informed
recommendations on the best campaigns to run and the reasoning behind these choices.
In addition, it is vital to discuss and identify the top-level Key Performance Indicators (KPIs)
to support data-driven decision-making and evaluate the success of campaigns. It is crucial
to have a clear understanding of the marketing objective, which can vary depending on the
PPC platform used.
For example, on Facebook, the campaign objective is the business goal the advertiser hopes
to achieve through running their ads.
Facebook Campaign Objectives
Another example is to Identify the suitable PPC campaign to align with business objectives
on Google Ads.
Google Ads Campaign Types
Utilize budget forecasting tools on various channels to project budget and potential
conversions.
LinkedIn Forecasting
Engage with stakeholders to evaluate available audience targeting options and determine
the appropriate campaign to target different stages of the customer journey
Google Ads Audience Types
Providing Continuous Education
PPC marketing is a constantly evolving field, and it is stakeholders must be kept up-
to-date on the latest trends, techniques, and best practices. By providing continuous
education and training to stakeholders, PPC marketers can help them better understand the
campaign and their role in its success.
Sharing Reports
Regular reporting is crucial for PPC marketers to effectively engage and manage
stakeholders. Reports should include data on campaign performance, metrics, and areas for
improvement and should be shared with stakeholders in a clearly and concisely.
Encouraging Feedback
Encouraging stakeholders to provide feedback on the campaign can help PPC marketers
identify areas for improvement and make adjustments to better align with the stakeholders'
goals and objectives. Feedback can also help build trust and foster a collaborative
relationship between PPC marketers and stakeholders.
Working with Empathy
Engaging and managing stakeholders effectively requires empathy and understanding.
Building strong relationships with stakeholders is all about understanding where they're
coming from. By approaching each interaction with empathy and an open mind, PPC
marketers can create a positive and productive environment where everyone feels heard
and valued. By building relationships based on mutual understanding, PPC marketers can
ensure that the campaign succeeds for all involved.
Conclusion
When managing stakeholders, it's essential to have a plan in place. By creating
a process that genuinely involves and benefits everyone, you can overcome any challenges that may arise. And remember, this is a long-term effort! The key to success is having great
communication skills that keep everyone happy, avoid any misunderstandings, and always
stay true to your values and practical considerations.
About the PPC Expert
Armina Fareed is currently employed as a PPC Specialist at Molecular Devices, where she leverages over a decade of experience in digital marketing and marketing analytics to drive results.
If you are an expert in PPC and you have valuable insights you also want to share with others in the industry simply fill in this form. Don't be shy, we welcome guest bloggers from a variety of backgrounds and experience levels!