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In the past few years, digital marketing has exploded. As the industry has evolved, the options associated with marketing channels have expanded, as well, making it even more difficult for busy marketers to cut through the “content sea” and get noticed.
As a result, many companies have begun to utilize the adaptive tactics associated with full-stack marketers.
While full-stack marketers are still a new concept to some organizations, their inclusion in an organization is a fantastic step for any organization that wants to improve its marketing and grow more rapidly.
If you’re unfamiliar with full-stack marketing, here’s what you need to know about these pros and how they can boost your business:
Why Choose a Full-Stack Marketer?
Full-stack marketing professionals outperform traditionally trained marketing professionals. And the reason is simple: versatility. Full-stack marketing got its start with computer developers. In the world of computing, full-stack developers have the skills and insight to guide the development stack. These full-stack programmers are incredibly in-demand and have become a must-have for any company that wants to be as agile as possible.
Likewise, full-stack marketers work in diverse areas of the marketing landscape. These full-stack professionals have the knowledge needed to conduct the hands-on aspects of marketing, while also providing cross-platform functionality that allows them to work in various areas of marketing.
How Full Stack Marketers Convert More Leads
Working with a full-stack marketer provides various benefits for a company, including the fact that full-stack marketers can convert more leads. Here’s how:
- Full-stack marketers promote a faster development cycle since there’s no requirement that they coordinate or communicate across departments and teams. When a single person can handle the various aspects of a marketing project, it saves the company time.
- Full-stack marketers are agile enough to move quickly and close leads. Because they can handle a project from iteration to completion, they adapt quickly when they need to.
- Full-stack marketers are more self-directed than traditional marketers. This means they require less oversight than standard marketing professionals.
- Full-stack marketers can reduce operational costs by limiting the number of specialists a brand needs to hire to get a job done.
Full-Stack Marketers at Work
Since we started using full-stack marketing, my agency has helped many customers see real-world results. With one restaurant client, for example, we identified that the client needed to move away from a print strategy and toward a digital one.
To support this, we used full-stack marketing to create a geo and psychographic profile of customers in various states, and target them based on engagement. We also did things like develop franchise location pages and integrate online advertising with MailChimp.
The results were massive. This client saw a 300% increase in local traffic, over 2 million targeted ad impressions over 3 months, and more than 20,000 targeted clicks to landing pages.
Creating a Full-Stack Strategy for Your Agency
Want to adopt full-stack marketing tactics for your organization? The best way to start is by assessing your resources and deciding how best to use them to achieve the task at hand. It’s also important to consider whether you have anyone in-house with the necessary skill to be an effective cross-platform marketer. Here are a few of the critical skills any suitable full-stack marketer needs:
- Analytic skills. Full-stack marketers need to be able to measure, monitor, and optimize performance.
- Technical skills. For best results, full-stack marketers must be able to conduct marketplace and competitive research—bonus points if they’re good at mobile, inbound, predictive, and outbound marketing.
- Strong communication skills. This is essential since being an excellent full-stack marketer requires cross-platform communication regularly.
- Strong copywriting skills. Copywriting and storytelling are critical skills for great full-stack marketers and will help your brand stand out.
- PR aptitude. Full-stack marketers are part PR team, part marketers, all versatile. If you have someone you’d like to use in-house, make sure this person understands how to function as a PR touchpoint.
Big-picture thinkers will make great full-stack marketers. If you can’t find a good fit within your organization, though, you can still get a great full-stack marketing partner from a third-party agency.