Your Company NEEDS Digital Marketing!
So you’re into digital marketing. You understand that websites, display ads, search optimization, social media, and similar digital marketing strategies are undoubtedly effective, and certainly capable of driving sales. You understand the need for online marketing in today’s lightning-paced, impulse-decision-inspiring, and increasingly digital marketplace. But understanding how and why digital marketing works is only half the battle: the other half involves explaining it to everyone around you, so that they understand too.
Often, the people who make all the big decisions—perhaps due to their personality, experience, warped ideas of corporate culture, or intrinsic biases—just don’t recognize the honest correlation between digital marketing and revenue. To be fair, in some cases, you can’t blame them for thinking that way. It’s your job to convince them to stop being so myopic, to see the bigger picture. And to accomplish that, you’re going to need to argue its influence. Here’s how you can do that:
Use industry-relevant case studies
Look, it’s highly likely that somewhere out there is a company similar to yours that has experienced great success with online marketing, and there will be case studies to back it up. They’re not hard to find either. Just about any digital marketing agency will feature a selection of case studies in the Our Work section of its website. This would also be a good time to utilize the power of a good video. After all, most people are visual learners. Educational videos can expand on digital marketing techniques in ways that would be hard to pull off with half-rehearsed pitches and 70-slide PowerPoint presentations. If you don’t think your CEO or management possess the attention span sufficient to sit through a video, services like HubSpot can help you track down industry specific case studies that you can use to bolster your argument. Which brings us to the next point.
Use competitors as motivators
If there’s one thing that will fire up any upper management, it’s a competitor with an advantage. Use competitor case studies to give your superiors an idea of what digital marketing can do for your business. Show, don’t tell. How are consumers interacting and engaging online with your brand’s competitors; what content are they consuming; how are they consuming it? Once you’ve got the suits convinced of the potential for digital marketing to transform their business, switch it up by showing them an example of a competitor that is totally bombing in the online realm. There’s nothing like a failing competitor to inspire a team. Plus, this could be a huge opportunity to win business that is just waiting for a helpful online resource (just like yours) to guide them in the right direction.
Pull up some real-time results
It’s possible to show real-time mentions of products and services happening all over the world; we can also see businesses interacting with those real-time mentions, queries, and customer service communications. Social media works well for this, as it’s easy and fast. Find a few relevant examples and use them to convince anyone still unconvinced that there are people who are actively searching for your services right now.
Make some risky comparisons
It might seem like a lot of effort, but it’s possible to make a strong case for digital marketing by comparing the numbers spent on offline marketing and the ensuing results. Investigate your past marketing budgets, how they were allocated and their results. If you’ve spent millions on billboard advertising or print campaigns and received next to nothing in return, it will be easy to convince your management of the benefits of digital marketing services. Numbers can be convincing. Your marketing budget could be reallocated to producing easily consumable content and capturing valuable consumer data—a crucial combination for any business. At this point, it’s normal for your CEO to start breathing heavily. Just go with it.
Explain how online marketing can drive your sales effectiveness
The internet can help you capture and analyze important data and therefore track lead sources, create reports and view complete customer histories in just a few clicks. That kind of power cannot be overstated, and will almost certainly seal the deal with upper management—if not purely because spouting off buzz phrases like “improve sales team effectiveness” and “increase return on investment” always comes off as impressive.
Once you’ve convinced your CEO that digital marketing is the right choice for your company, don’t make the mistake of dropping the ball before the game has even begun. While there are certain benefits to in-house marketing departments, it’s often easier and more effective to outsource this work to a dedicated digital marketing agency—preferably one that knows what they’re doing and can get you the results you want.