The New Simply Measured: Because Marketing is Messy
I’ve always hated coloring books. Why would I spend my time doing busywork when I could just draw my own picture that’s way more awesome?
I like things to be a little messy, a little ambiguous. I like figuring out problems that don’t have clear answers, and I like when it’s up to me to define what happens next. That’s why I got into marketing.
I’ve been “doing marketing” for nearly a decade.
In that time, marketing has changed…and then it’s changed again…and then there were three weeks where it didn’t change at all…and then it changed again.
And, like many of you, as the industry has changed, I’ve changed along with it. I’ve held different roles, different responsibilities, worked for different companies, and had different goals.
If you visit the Simply Measured website today, you’ll notice some big changes. I want to share a bit about where these changes came from (spoiler alert: the answer is “you”).
There are two big fundamental beliefs we’ve developed about marketing at Simply Measured. They’re the steel thread through everything we’ve done, built, and advised our customers to do over the last year.
Marketers need to focus on full-funnel impact.
As a social marketer, this means you can’t solely focus on impressions and followers, but it also means you can’t just focus on web conversions. Marketing is integrated and holistic. You need to understand how your customers interact throughout the entire funnel, from conversations to conversions. In order to do this well, you need to truly understand your customers. For us, this means we are constantly meeting with people who use Simply Measured, and people who don’t, and asking you what you’re working on, what you’re struggling with, and what would make your life easier.
The mantra we recite on our marketing team is that “The answer isn’t in this building.” This mantra is central to our beliefs, and I’d challenge you to make it central to yours. This is why I think social analysis needs to be a fundamental practice of marketing teams. Better than any other marketing channel, social gives you insight into your customers’ interests, influence, interactions, and intent. These are behaviors that map directly to the funnel.
Full-Funnel Social Analytics isn’t just a tagline on our website. Its how we’ve built our entire solution, which is comprised of four products that literally walk you through the funnel.
Our goal is to give you the data you need to understand the entire thing, and give you the ability to make an impact across marketing…which brings me to our second belief:
One Size Does Not Fit All.
At Simply Measured, you’d be hard-pressed to find someone who doesn’t think like a marketer. Across the entire company, we’re focused on putting ourselves in your shoes. My team actually is in your shoes, and we know as well as you do that digital marketing teams are amorphous. Marketers wear a lot of hats, and the silos that were once standard have broken down.
One of the first things you’ll notice on our homepage is that there are three personas (which is marketer-speak for “people”) on the left. These are the personas that Simply Measured is focused on helping: the social marketer, the content marketer, and the digital agency.
The social marketer is an obvious customer of ours. We’ve been helping social marketers analyze, optimize, and report on social media performance for seven years, and continuing to do so as the landscape shifts is our top priority.
Digital agencies are an important part of the marketing ecosystem, helping brands around the world create amazing content and social campaigns that integrate with the rest of the marketing team. They’re experts in the field, and one reason is that they use data to understand the world around them. Simply Measured works with hundreds of agencies. In fact, agencies that we still work with today were some of our first customers seven years ago. As their needs and the needs of their clients shift, we’re rolling out new programs to help them stay ahead of the curve.
Finally, content marketers. We’ve connected social data to web data through both our Content Share Tracking and Conversion Tracking products, and we’ve learned that social marketers and content marketers can use this data together to plan better content, better campaigns, and create more cohesion across their entire brand.
In many companies, the social marketer and the content marketer are the same person. In other cases, they’re on the same team, working side by side (for the record, on our marketing team, social and content go hand-in-hand, and I’m a firm believer that this is the correct way to do things).
We’re Here to Help
Whether you’re a social marketer, a content marketer, or you run a marketing agency, we’re committed to helping you solve big, meaty problems. Our professional services team lives for this, our customer success managers work closely with partners to help them make the most of the data they have, and our marketing team? We love to talk shop. Drop me a line on Twitter any time, or reach out to Lucy, who manages social and content, if you have questions about how her team uses Simply Measured as a content planning tool.
Marketing is changing, and I can speak for everyone at Simply Measured when I say that we’re excited to be changing it with you.
As the Head of Marketing Communications at Simply Measured and generally delightful person, my job is to use data to tell stories to the internet that help the internet get better at telling stories...You're welcome internet.