Choosing the Right Marketing Deliverables
No matter what field you work in, you’ll hear people talk about “deliverables” over and over again. A deliverable is something very specific and concrete. It has a specific meaning and is a crucial aspect of any marketing project or campaign that you need to consider.
In this article, we explain what marketing deliverables are, discuss the different types of deliverables you need for your next project, and give you some tips on choosing the right ones.
What are Marketing Deliverables?
Put simply, a deliverable is any result produced by a marketing campaign.
Everything can be considered a deliverable as long as it:
● contributes to the achievement of the goal;
● is the result of conscious work;
● is in agreement with all the parties involved.
A common misconception is that a deliverable is always the end result of a marketing campaign, but that’s not always the case. As mentioned previously, it can also be any output created on the way to reaching the end goal. For this reason, there are typically multiple deliverables at each stage of a campaign or project. They can stand alone as independent milestones, but they typically depend on the completion of other deliverables, each with their own deadline.
It’s essential to define the deliverables for each marketing campaign, because it gives you an overview of your campaign. However, it is just as important to have a way to track and manage your results.
Consolidata has a great way of doing that by allowing you to view your data through your own customizable dashboard.
You can track your campaigns with these deliverables and see your progress on a single dashboard so you can focus on what matters most. You can also get a detailed overview of your planned and completed activities at any time, so you know exactly where you are and what you need to do.
The Different Categories of Marketing Deliverables
The broad nature of marketing deliverables means that they can fall into different categories. These include:
● internal and external deliverables
● tangible and intangible deliverables
● process and final deliverables
Internal and External Deliverables
Internal project deliverables are usually measured in terms of time and results.
An example would be a keyword research document you create to help you target a client’s digital marketing campaign. This document is not usually shared with the client and its success is often measured by the results it helps generate.
External results are those that are agreed upon and shared with your customers and generally require their approval before proceeding with the rest of the campaign. External services are more likely to be measured by the revenue they generate. Ads you create as part of an online advertising campaign for a client are an example of a third-party service. They are shared with customers and their success is measured by the revenue they generate.
Tangible and Intangible Deliverables
Tangible deliverables are physical or digital objects that can be touched or counted. A specific result could be, for example, a marketing brochure that a client sends to their clients.
Intangible deliverables are measurable results for a project rather than something that can be seen or touched. An intangible result could be a number of leads or new end users generated by the marketing brochure.
Process and Final Deliverables
Process deliverables are the smallest deliverables produced during a campaign or project to help you reach your end goal. These “stepping stone” deliverables typically require approval from internal or external stakeholders before the project can proceed, e.g. B. a test website.
Final deliverables are the end results of a project. They describe the entire scope of work of the project according to the client’s specifications and are verified and signed by the client. An example would be a finished website.
How Do I Know What Marketing Deliverables My Company Needs?
Defining the most appropriate marketing deliverables for a campaign can be more difficult than you think. To get started, you need to think about the client’s overall goals and the resources and budget required to achieve them. Next, you have to find a balance between customer expectations and a realistic outcome.
Here are some tips to help you create marketing deliverables that strike the right balance:
1. Ask the right questions
Before getting lost in the details of the project, it’s important to zoom out and get an overview of what the client is trying to accomplish. By asking your clients the following questions, you can get a better idea of the project deliverables you need to create:
● What is the purpose of the project?
● What does the client want to achieve?
● What do you need to produce to achieve the end goal?
● Do you have the resources and budget to produce the results?
● How will you create the results?
2. Define requirements for each deliverable
Once you have the answers to all these questions, try to think a little more about the details of each project deliverable. A good starting point is to ask the client to list their requirements for the project. You can use it to assess whether you can meet those needs and prioritize them in order of importance. If you feel like you can’t openly meet certain requirements, discuss it with the client now so they have a clear understanding going forward.
3. Divide the results into tasks
Once the marketing results are created, you can break them down into tasks to be done and assign tasks to each person working on the project.
By breaking deliverables into smaller parts, It’ll allow you to determine if the results are achievable given the available resources and budget.
4. Assign critical metrics
One way to measure the success of your project deliverables is to work with stakeholders to map the metrics that give you the clearest picture of how the project is progressing and whether it’s meeting its goals.
This is an important phase of the process as it aligns the client’s expectations with what you believe can be achieved. You must work with clients to ensure they understand and are satisfied with the marketing metrics for the project deliverables.
Full transparency at this stage helps avoid disappointment later.
5. The review and approval phase
An often overlooked step is how the deliverables will be reviewed and approved. Without planning, this phase can easily get out of hand and affect the cost and quality of your results. So, it is important to think about how long the approval phase will take and what the process will look like should any changes be made.