Digital marketing firms and social platforms are always improving on ways to discuss ROI. From engagement metrics to audience building, from loyalty platforms and opt-in opportunities to the latest way to discuss reach, at the end of the day SALES is the ultimate metric the C-Suite will care about. But if you just focus on sales, it's like only reading the first page of the book and the last page of the book.
Having had careers in both sales and marketing and seeing the trends going forward, the following should be considered when bringing budgets, marketing plans, and ROI all together. To justify any spend, your funnel needs to be tight.
Your language needs to lead.
The creative needs to deliver.
Create an intentional funnel (tell them where to go).
Last but not least, ask for the business!
In this era of proclaiming brand values, it has become almost beneath brands to ask for the business without fear of sounding like a car salesman. BS! Asking for the business is part of reverse engineering everything. Your customer, your budget, your story, your leadership team.
Paid Advertising can be scary for companies to fully commit to. Many times they’ve gone down this road and been burned before, dipped their toe into end-to-end marketing and advertising. In my experience, I have seen many companies never bridge the gap from great ideas to execution. Maybe the creative fails their expectations, or the internal support for marketing and advertising “as a cost” evaporates too early.
In this industry, branding firms, content creators, or digital and social media agencies will all have metrics and ways for them to justify their performance and price tags. Just don’t forget that in the end advertising is made to move units. Full stop. Success will be justified by revenue (not clicks) by those cutting the checks.
This article is not here to critique content marketing and spending in an effort to capture an audience and loyal followers. But I do want to point out the fact that during the high times of of modern marketing and the ways in which agencies can create things no internal marketing team ever could, a basic fundamental has been left out and, in 2020, into 2021 and beyond, I want you to consider that we might be standing in that moment where there’s an over saturation of content, and how I think things need to shift - not to shift aways from content or digital activations, but to shift towards a more efficient or effective version of it.
At Agency X, When facing perceived unknowns and chaos in today's ever-changing marketing landscape, conviction in your own approach to the market is key. Timeless brands, profitable marketing, and lasting partnerships require exploration, adaptability, and fearless talent. Face the unknown. Solve for X.
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