Plan-Do-Check-Adjust (PDCA) is a classic kaizen, meaning continuous improvement, principle perfectly applicable to digital marketing. Processes within each component of digital marketing can be broken down into individual PDCA loops, worked on by an inbound marketing team and improved on a continuing basis.
Want to see PDCA in action? Check out a real client example:
A dental equipment manufacturer wants to attract new customers for its 3D imaging systems. They want to target Dentists who have never used any form of dental imaging or who have used 2D imaging and convince them to contact the manufacturer for a demonstration of 3D. We will nurture them slowly with general education about the benefits of 3D to both their practice and patients. In a sequence of Lead Nurturing emails, we will gradually introduce them to the product line, testimonials, demonstration videos and a calculator to show the economic benefits. At each stage, we will offer them something new and helpful, but also give them an opportunity to immediately reach out to a sales person.
By executing a Lead Nurturing campaign in a structured, repeatable way, we can make the entire inbound marketing process more efficient and amenable to further analysis for purposes of continuous improvement. By monitoring results via score cards and by holding periodic kaizens, we can grow sales revenues while achieving positive ROI for our marketing budget.
Learn more about PDCA, inbound marketing and kaizen in our latest free eBook, “Lean Digital Marketing.”