The best way to expand your business and further your customer reach is investing in your company’s marketing. Overall, marketing your business, services or products informs potential customers, updates your current clients, and develops revenue streams.
Current research by the Forbes Magazine shows that company investments are rising in marketing assets, including developing marketing strategy for new media, data, analytics and technology, which have all become necessary to compete in the digital age.
If you already have a marketing department or specialist in place, you should ask yourself “does my current program include accountability?”
Here are some ways to tell if you have accountability and how to achieve a comprehensive marketing program:
Accountability – Marketing accountability is defined as the use of tracking tools used to valid to positive financial outcomes and business growth over time. The accountability aspect of marketing is to take responsibility for the profit or loss from investments in marketing. In short, the money and time you invest in marketing should be making you money and your marketing department should know that.
While you might not assume gathering information is a part of your marketing department’s responsibilities, having this data helps keep your company successful and on target for any goals established in your business strategy.
Metrics – The tools used to quantify, evaluate, or visualize a company’s growth are metrics. Metrics can track trends, characteristics or to assess the value of the marketing strategy. With online marketing, a series of tracking programs to measure how much traffic your website is getting, how clients are engaging with your digital presence and the areas where your potential new clients are seeking out your business. All the indicators and more can be collected, assess, and analyzed to help inform your marketing program. The outcome indicators help show where you are accelerating and what areas you need to focus on to promote your business.
Communication – There is no denying that most all businesses today need to be effectively and efficiently communicating with their clients. The digital age has given customers the ability to interact with businesses in a whole new way. From finding the first business available on search engines, to trusting online reviews and testimonials, and interacting or asking questions on social media, there are many ways potential new clients can find your business and a dozen ways for you to keep your clients updated about your business. A company’s marketing strategy and communications strategy, or customer relations, used to be two different business entities. Synergizing these two aspects of business outreach falls under the umbrella of good marketing accountability and in the end can mean efficiency for your business.
Consistency – The most important part of your marketing strategy is consistency. To effectively market your business, you should assess what aspects of your marketing program are being used and who is doing the work. Tasking one person to handle multiple marketing programs can lead to an inconsistence strategy, especially as your business grows. Without a scheduled or steady marketing strategy in place, your business could quickly seem out of date or unreceptive of new business. A proven way to avoid unpredictability with your marketing is having an efficient team – like MediaMark Spotlight’s Creative Pod. This customizable team of professionals can focus on areas of your marketing strategy, which provides consistent output.
Trust – When sourcing or supplementing your marketing department, you need to trust in who is working for you. A business’ branding or image – which is most seen in your company’s marketing – is incredibly important. You should be working with a team of professionals who have you and your business’ best interest at the core of your strategy. The Creative Pod is a customizable marketing program that you can rely on to get your business results and improve your marketing accountability.
If your company needs a new marketing strategy with quality accountability, contact MediaMark Spotlight to learn more about our services and The Creative Pod.