In previous blogs on this topic, I’ve covered website traffic and visitor engagement. In this third and final blog in the “metrics” series, it’s time to take a look at the newest kid on the block: social media.
Whereas social media used to be somewhat of an “add-on” to other digital marketing efforts, it is now a core piece of ammo in your marketing arsenal. As we learned from a previous blog, it’s much more than cat videos.
Over the years servicing clients large and small, we’ve come to realize that developing a marketing plan often requires a balance between competing tensions: efficiency and creativity, personal service and scale, small details and big ideas. When it comes to putting a plan to paper, often the budget governs all, and the balance is off-kilter.
Committing to a new marketing investment can be tough. There are two questions we are often asked:
"What will it take to make growth happen?"
And right on the heels of that first question:
"Will it work?"
The decision also comes with uncertainty about how much to spend. Invest too much, and it hurts the bottom line. Invest too little, and the lead pipeline shrinks. So CEOs everywhere ask these questions, and rightfully so.
It helps to have a process for making marketing investment decisions. We use a strategic perspective to set marketing budgets, and a marketing metrics framework to build confidence in the outcome.
Hopefully, this process will help you to get moving.
