How Web Boards Solved the Age Problem of Digital Marketing

Networks exploded in 2020, when everyone suddenly started working from home. Virtual collaboration and online whiteboard interactivity helped teams collaborate, but something much bigger and more unexpected happened for digital marketers.

Marketing teams quickly discovered that web-based billboards solved the age-old problem of different marketing channels. Until recently, marketers worked in silos. The social media team only cared about social media. The paid search team was only concerned with paid search. The only thing the content marketing team was concerned about was understanding the content.

For the first time, each team was able to visually align their strategies, plans, creative ideas, and performance metrics on the same web board, creating a single source of truth for everyone.

Learn how online whiteboards give digital marketers the tools and visibility to ultimately deliver a truly seamless customer experience.

What is an internet bulletin board?

Whiteboards are interactive workspaces where teams can collaborate in a variety of ways, such as posting notes, sharing charts, slides, videos, and almost any other project-valuable file.

Unlike physical boards in the office, there are an infinite number of network boards. You can add as many projects or discussions to the canvas as you want. Instead of having different files on the drive that remain static, everything you need to make smart marketing decisions is in a visual layout.

The information on the canvas also acts as documentation, so everyone always has access to the most recent files and can work asynchronously to add to the discussion. The possibilities for cooperation are endless.

How Digital Marketers Use Web Boards

One of the advantages of network boards is its unlimited flexibility. You can add whatever you want and organize the information workflow that shows the overall picture.

For example, if you want to see how the social media campaign of the previous quarter worked with your content and SEM initiatives, you can place all metrics side by side in the visual layout. This allows each team to tell their story in the context of other channels, rather than separately, where you can’t connect the dots.
To get a better idea of ​​how marketers get the most out of these virtual whiteboards, we contacted Eitan Helman, head of growth at Miro, a leading online whiteboard tool.

“I can’t imagine marketing meetings without a whiteboard. We do all our marketing meetings in Miros. All our sprint plans, daily uprights, reviews and reviews. We can all put it on the boards and have each participant comment, submit their ideas and vote on what we all like.

Eitan and his team have taken all stages of the marketing process to the online whiteboard, from qualitative research and strategy to creative development and feedback. Each channel owner can see what others are doing and align their work accordingly. I add,

“A whiteboard can embed anything, such as slides, charts, videos … you can put them together, regardless of the file. It allows anyone to work with the tool they know best, but then share it on the same whiteboard. We don’t need tools to see the big picture. exchange.

The best part is that digital marketers don’t have to reinvent the wheel when they take their marketing process to the web. There are already dozens of templates created by other marketing teams to get you started.

Eitan suggests starting with some basic canvas templates, such as customer route mapping, campaign design, and retrospectives. Let’s take a closer look.

Marketing is about engaging the customer with the right messages at the right time. The Customer Roadmap allows marketers to visually track their customers when interacting with a product. It gives you the information and context to anticipate your customers’ needs.

When you map a customer’s journey on the whiteboard, the entire team can see opportunities from the time they first interact with the customer to achieving those goals.

Miros and Eitan use the card with their clients to design campaigns. And because the canvases are unlimited, they can add campaigns right next to the customer journey to ensure they reach every point of contact.

Here’s a customer itinerary template that will get you up and running in minutes.

Campaign design aligns your marketing channels and creates a single source of truth for your entire marketing campaign, all in one top view. With the online whiteboard, each stakeholder contributes to a 360-degree plan that covers all digital marketing initiatives.

Miro’s marketing team plans all its campaigns this way.

“Marketing involves so many roles from design and product to writers and managers. All of our channels can be featured on the same board to see the campaign in its entirety. Then you can get very tactical. For example, you can visually display and track wireframes, decision trees, and workflows along the path of a customer.

The Miro campaign design template allows you to keep all relevant files and details related to each channel closely linked to the overall marketing plan. This way, everyone can log on to the board and immediately understand the strategy, creative ideas and tactics of every aspect of a larger campaign.

Looking back, it’s time to reflect on your past campaign, look at performance metrics, and discuss how to improve next time. Prior to online whiteboards, these meetings usually consisted of each team presenting their own static slides and talking about their own version of what had happened.

When you bring back the web, you can review the entire project, bringing together content, social media, design, email, PPC, SEO, and more. Everyone can view the campaign as a whole to see how the channels work as a single customer. experience.

I add:

“In our reviews, we see everything we did side by side to see exactly what happened. You can zoom in on a specific project for discussion and then zoom back in to see the whole plan. It allows the team to understand how each project fits into a larger strategy for which we are all responsible.

There are several ways to organize your review, depending on the composition of your team and the goals of your campaign. The Miro Template Library has over 40 retrospective canvases to try, including the Run a Retrospective template created by the Dropbox marketing team.

Give your customers the experience they deserve

Online billboards offer digital marketers an unlimited opportunity to plan and refine their campaigns in amazing detail. For marketing agencies and freelancers, online boards can also strengthen customer relationships by enabling them to collaborate in the process in real time.

It is known that customers are not interested in marketing channels. They only see companies and make decisions based on all the brand experience. With the help of online boards, digital marketers can provide customers with a unified and compelling experience.

If you are a freelancer, agency or consultant looking for new ways to improve your offering with bulletin boards, we invite you to join the Miro Professional Network.

When you become a member of the network, you will receive a free Miro workspace with additional functions for a year (if you are a small team of up to 5 members) or enjoy a free trial of Miro for three months (for teams of 6+ people). ).

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