Organizations that are not generating returns from their digital or
online marketing need to evaluate if their marketing and advertising
investments are aligned with their organization or business goals.
When marketing efforts are linked to their impact on strategic business
goals organizations can measure and optimize the outcomes that drive success.
At that point, each dollar spent on marketing and advertising can be
reallocated into the mix of marketing programs that generates the best
results.
When spending on marketing and advertising is aligned with the
organization’s goals it will have a direct impact on the businesses success.
While TV, radio, and some traditional media sources remain important
tools to reach consumers, the web has become the primary reference for
consumers and businesses executives to investigate organizations, products,
services, and people. Search engines, websites, chat rooms, directories, social
media, and review sites are the tools most often used by consumers to learn
about and communicate the companies, organizations, and people that they care
about.
We’ve all heard the phrase “half of the money I spend on advertising is
wasted; the trouble is that I don’t know which half.” Today, any business can use
their own data to learn what works and what doesn’t.
The Challenges
One of the biggest challenges to linking marketing with strategic goals
is that many people in an organization affect marketing success, and need to be
focused on the same goals. Another challenge that businesses and organizations
face is that most marketing companies are selling services that measure results
in a manner that isn’t at all related to their client’s strategic business
goals.
Still another issue is that many businesses and professional practices
don’t have strategic goals. Yet, its well documented that any organization’s ability
to effectively allocate its resources to impact its strategic business
objectives drives its success.
Aligning your marketing with your business goals starts with your
strategic marketing plan, continues by understanding your what your top
customers want, and making it easy for them to find and get, and ends by
measuring and optimizing how you engage, convert, and maximize the value of
each customer.
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Over the years we have discovered that the services we provide our clients are substantially different than the services many digital marketing firms/agencies offer clients. Case studies produced by Forbes, Fortune Magazine, Inc.com, Capitol One and others have shown that 76% of SMB owners don’t have the time, desire or experience to effectively oversee their digital marketing strategies.
Our experience has shown that most digital marketing firms that offer consulting in addition to digital marketing services have a tendency to tailor their consulting around the products/services they offer. This is why many business owners feel that digital marketing agencies have a tendency to push “flavor of the month” marketing solutions to SMB owners that may not be in their best interest.
As a “pure-play” consulting firm, our approach is much different. We focus exclusively on the best interest of our clients, their target consumer buying cycle behaviors and marketing/sales strategies from previous years that have been successful in generating new or repeat consumer revenue. Often our analysis and recommendations include the implementation of integrated marketing strategies that may not be offered by the same digital marketing firm.
Most importantly, because we do not sell digital marketing services, we are able to remain completely objective in our analysis because our services are exclusively client focused on what services will provide the greatest opportunity for increasing sales. Moreover, because we work on a month to month basis with our clients, no “long-term” contracts, there is no risk in working with us as we prefer to have skin in the game. We’ve vetted hundreds of firms all over the country to ensure our clients marketing needs can be attained. Many of our clients experience a range of 15-30% increase in sales as a result of implementing our customized solutions.
We wish you the very best in 2018.
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