Ootused teie turundusinvesteeringute suhtes

We had two fantastic meetings yesterday, one with a client and one with prospects. Both conversations were around expectations on the return on marketing investment (ROI). The first company was largely an outbound sales organization and the second was a large organization largely dependent upon database marketing and direct mail response.

Both organizations understood, down to the dollar, how their sales budget and marketing budgets are working for them. The sales organization understood that, with each salesperson hired, they could expect a substantial increase in closed leads. The second organization is starting to see diminished returns on direct marketing as they continue to fine-tune its efforts. They recognize that the opportunity is to move online.

Key to both organizations is setting expectations on how their marketing efforts will make a return with the efforts of our inbound turundusagentuur. Given this opportunity, I think that inbound turundusagentuurid due a disservice to many companies by setting terrible expectations. Often, they believe that if a customer has a marketing budget – they want it.

See on kohutav strateegia. Oleme seda juba maininud sissetuleval turundusel on sõltuvused, kuid on ka teisi strateegiaid, mis töötavad uskumatult hästi ja millel on seaduslik investeeringutasuvus.

For example, if a client told us they had a limited budget and needed to build immediate demand so they can grow their company, we’re absolutely going to push them into more pay-per-click. Ramp-up and optimization are quick and we can absolutely get a client to predictable results. Cost per lead (CPL) may be high, but response and results are great so they’re fantastic. Over time, if a client is working with us on inbound marketing strategies, they can use paid search for seasonal demands or ramp sales when they need to increase growth outside the limits of other strategies.

Outbound sales work fantastically, but it takes a while to ramp up an employee. We see outbound perform incredibly well – over time – when large engagements require nurturing and the expertise of a great business development consultant. Unfortunately, though, a person reaches a maximum threshold… and when they do, you have to hire and train more salespeople. Again, we’re not downplaying the impact of an outbound sales professional. We’re simply trying to set expectations.

Advertising often has a low cost and low return on that investment. However, advertising can often contribute to brand recognition and can help ease sales. We’re not opposed to advertising, but if the demand and quality of leads need to be high, we may advise our clients to invest in other areas.

Tõhusat sisustrateegiat kasutav sissetulev turundus on mõnevõrra ainulaadne ja on populaarsuse saavutanud suure mõju ja madala pliihinna tõttu. See pole siiski hetkenõudluse genereerija. Sisustrateegiad, mis kasutavad nii otsingu- kui ka sotsiaalseid strateegiaid, võtavad hoogu juurde saamiseks aega. Kuna see on pidev pingutus, muudab ettevõte aja jooksul tulemusi veelgi. See tähendab, et kui pakute sisu täna, töötab kuu aega tagasi kirjutatud sisu endiselt teie poole juhtimiseks.

Samuti võivad sissetulevad turundusstrateegiad pakkuda hindamisvõimalusi, et paremini ära tunda vähem atraktiivsete kõrgelt kvalifitseeritud müügivihjeid. Sissetulev turundus võib pakkuda ka lisateavet, et teie väljaminev meeskond saaks väljavaadete kavatsustest intelligentsemaks. Mõistmine, mida nad loevad, mida nad otsivad, ja vormiandmed on hõivatud, võib juhtmeid kiiresti ja tõhusalt ette valmistada ja sulgeda.

Sissetulevasse turundusse investeerimise otsus on tavaliselt kindel otsus, kui teil on õige strateegia ja ressursid selle nõuetekohaseks elluviimiseks. See ei tähenda, et see oleks siiski iga ettevõtte jaoks õige otsus igas etapis. Arvestades piiratud ressursse ja erinevaid nõudmisi, võiksite jagada oma eelarvet ja ressursse teistes strateegiates. Vähemalt praegu!