Are you a digital marketer? Best practice marketers align their objectives with business outcomes to improve the organization; they use data-driven decisions to predict outcomes and can envision the impact of their work. They think strategically to maximize revenue and create contextual engagement with the customers they serve. To do this, they use solutions that aggregate the right metrics and tools that help them derive accurate insights.
Here’s a peek at the first three to get you started:
1. Social interactions – Your firm’s social interaction ratio is determined by the total number of interactions all of your accounts received within the last week, month or quarter. You’ll first need to decide how frequently you’d like to measure your social media interactions, which is necessary to increase the number of interactions and build rapport with your customers and client base.
Next, you’ll want to determine your share of the social voice. Share of Voice is defined as the proportion of the total audience commanded by your brand across its full range of media activities.
Share of Voice is an accurate indicator as to where you rank compared to your competitors when people talk about your industry.
2. Amplification Rate – The amplification rate is the frequency at which your followers take your content and share it through their own network. It goes without saying that the higher the amplification rate, the further your content will reach.
This will also increase your social media page views, which is the number of times a web page is viewed as a result of being directed from a social media channel.
3. Quality Score – The quality score is a score assigned by search engines such as Google, Yahoo and Bing that influences both the rank and cost per click of ads. The purpose of the quality score is to enable the major search engines the ability to maintain and improve the quality of advertisements listed on their sites. The primary reason for this is to improve the experience of users who click on sponsored links. The more relevant the advertisements, the greater the likelihood a user will click on them more frequently, which increases revenue for everyone.
Those who achieve higher quality scores are rewarded with top placement and lower bid cost.
Marketing is simple, right? Everyone is aware of the boxes that need to be checked: Launch a website and set up a Facebook page and Twitter account. Perhaps you assign someone on your business development team the task of maintaining a corporate blog with the goal of posting several times per week. You create a strategy, an agenda and an editorial calendar. Then, you sit back and wait for your plan
to take hold and gain attention, traction and a countless number of clients.
But, sometimes not everything goes to plan. Maybe you hit a plateau of Facebook likes or you realized you’re not quite sure what to post on Twitter. Perhaps you have a sneaking suspicion that no one is reading your blog posts. Slowly, your enthusiasm and interest in your marketing plan dwindles and it’s clear that there is no proven return on investment of your time and resources. You’re not sure anyone is hearing your message and you don’t know how to track your campaigns.
Don’t lose heart. The digital age is among us and establishing your brand online is a must. What you need is a digital marketing plan that includes Search Engine Optimization (SEO), Pay Per Click (PPC), content creation, blog integration and social media. Entire marketing firms, such as Cirgenski Marketing, exist to evaluate and execute upon marketing strategies. The firm spends days, weeks and months perfecting marketing plans. You’re not in that business, so why do you expect yourself to be a marketing maven on their level?
Placing your marketing in the hands of experts with the know-how to execute tailored plans is just one reason to consider outsourcing your advertising and branding goals. Outsourcing saves you time. It says you money. Consider that running an effective online marketing campaign will cost you at least $3,000 per month, according to Forbes. The truth is your competitors are most likely spending several times that amount. If that number seems exorbitant to you, keep in mind that hiring an in-house marketing and SEO professional will cost at least $50,000 per year at a base level. An experienced professional will demand upwards of $70,000 depending on your location.
Outsourcing not only saves you money, but it also ensures that your message will be heard. But, there are even more benefits than that. Let’s take a look at the top 5 reasons you should outsource your marketing campaigns.
There’s no need to hire additional personnel when you choose to outsource your marketing. Not only will you save $50k+ in salary and benefits – depending on your location – but you can also avoid or reduce costs spent on office space, overhead and hardware.
Increased time management
Even if you have your own marketing department, outsourcing at least some of your marketing spend will free up your in-house personnel to focus on strategy instead of “busy work.” Your team will have the ability to play to their strengths and focus on branding deliverables as well as the business’s core focus.
The gift of impartiality and neutrality
Sometimes it’s hard to separate yourself from your marketing plan. Of course you believe in your product and service – if you didn’t, why would you be in business? By outsourcing your marketing you will have a fresh set of eyes on what you truly have to offer and, conversely, what it is that your clients and/or customers need and want. Outsourced marketing agencies identify and deploy depending upon the company’s goals and its budget alone without being bogged down by a clouded vision.
Expanded talent and creative pool
Your staff can’t do it all. Perhaps they excel at email marketing, but their skillset is not up to par in SEO or PPC. Outsourcing allows you to be more agile on complex projects that require acute understanding on numerous components of the marketing plan. While you might not be able to hire in-house for the functions that you need, outsourcing allows for the ability to enjoy new, innovative and creative ideas and energy at half the cost.
A fresh perspective
This leads to the last benefit of outsourcing: A fresh perspective that is not influenced or handcuffed by an established company culture. It might not be for lack of dedication or ability, or even resources, but perhaps your team may not be able to see the forest for the trees. Oftentimes marketers become too involved with their functions that they forget or are unable to take a step back and analyze their strategies from the customer’s perspective. An outsourcing team often provides the fresh, objective perspective that is so hard to maintain.
It’s clear by now that outsourcing marketing is a viable option. But, who should you trust to handle this very important function? You need a firm who will evaluate your current marketing programs to identify where there are opportunities for optimization.
This includes taking a close look at your top competitors and identifying/developing your differentiation and key advantages over them. If clients already have a marketing plan in place, firms such as Cirgenski Marketing look at key indicators such as the marketing mix and implement solutions to find the best opportunities suitable for your business’s end goals. Next, they develop a customized integrated marketing plan which includes recommendations for the top prioritized marketing initiatives that all will provide the best results. What better outcome is there?