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Continuous Process Improvement and Marketing

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Rachel Lopez, MS

At the heart of Psyched Branding, I harness my digital marketing expertise to foster a more inclusive, diverse, and positive digital world. 📈 With a background in social media, content, and email marketing, I'm passionate about sharing insights with fellow marketers. My goal? To brighten the digital space for everyone, one tip at a time. 🌟

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Any business that tells you that they cannot improve a process simply because that is the way they do it, maybe consider running away. Improving is always a good thing, especially at this day and age, improvement is simply essential.

One great way to implement change and continue improving is by using the continuous process improvement. To better understand why continuous process improvement is important in marketing, you first need to understand what it is and why it is overall important.

What is Continuous Process Improvement?

According to Lean Six Sigma, continuous improvement overall is to continually find and implement improved ways of delivering greater value to customers with less waste. Now the process of continuous improvement can be defined as the ongoing improvement of your products, brand, services, and even processes though small improvement increments.

Photo by Michael Burrows

Some of the typical benefits of this process are:

• High profit margins and operating cash.
• Higher quality and customer experience.
• Greater market share and segmentation.
• Greater market capitalization.
• Happier, more productive employees.

Why Should You Use Continuous Process Improvement in Marketing?

Aside from the already-mentioned benefits this process brings to your company as a whole, there are great benefits when applied to marketing. According to Chron, continuous improvement in marketing helps you achieve a higher marketing ROI.

You can use the continuous improvement process to achieve your goals faster, better, and with a happy team. This process, if done well, can help you even move your customer though the buyer’s journey easier, which in return will result in happier and more loyal customers.

What Tools Should You Use for Continuous Process Improvement?

Now that you know the importance of this process, let’s guide you in the right direction on how to get started successfully.

According to Lean Six Sigma, Lean methodology is a process improvement toolkit, a mindset and a philosophy altogether that originated in the 1940s. Six Sigma is a process improvement strategy that reduces defects by improving output quality. Lean Six Sigma combines these two processes into one to teach you the best of these two.

Lean Six Sigma uses this five-step method to help you improve processes using the continuous process improvement techniques we discussed above.

One of my favorite programs for organization taught in this program is Kaizen, which is Japanese for “continuous improvement”. Or, according to Investopedia, “change for the better”. The main concept of Kaizen is that improvement should be both daily and individualized.

Each person in the organization, from the CEO all the way down to the frontline workers, should implement their own daily small improvements. These improvements should be so small that once performed, the employee should even question themselves if this small task will count towards the overall goal, or the big picture.

Regardless of which way you choose to apply continuous improvement, it is definitely a process I recommend you consider when redesigning your marketing or branding plan.

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