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How to Sell Digital Marketing to Your Boss

connected-culture-blog-listeningWhile you’re probably already convinced that your organization needs to increase its digital marketing efforts this year to stay relevant and grow, you may find that you have to convince others that the additional investment in time and money to do so will offer sufficient ROI.

How can you best present the benefits of digital marketing to your boss and other decision-makers? We’ve provided five essential tips for getting them enthusiastically on board:

1. Create a Comprehensive Plan

Jumping into digital marketing without a plan is akin to starting a long journey without a map. To best share with others what you’re planning to do, it’s essential to breakdown digital marketing into key components. These include:

  • Website and landing pages
  • Blog
  • Email Marketing
  • Social Media
  • SEO
  • Analysis and Reporting

You’ll also want to define your target audience and map out a strategy for how each component can be integrated into the plan. Use visual tools such as charts, spreadsheets, and calendars to help explain the plan and to keep you on track once you get the green light to get started.

2. Have a Realistic Budget

Digital marketing isn’t free advertising. It takes time and money to manage all of the elements of your plan. To prevent unrealistic expectations on the part of others, you’ll want to allocate accurate amounts for everything from website maintenance and Facebook ads to hiring an outside SEO agency and content writers.

Very few organizations can execute a comprehensive digital marketing plan solely in-house. So, it’s important to clearly determine what you can successfully tackle and what needs to be outsourced to create a viable budget.

3. Create Specific Goals

One of the most common objections heard when it comes to digital marketing is that it doesn’t actually offer any “real” value. This is why it’s so important to establish goals for your plan early on. A well-thought out and executed plan will help in business development and support other marketing and sales efforts. Therefore, goals should be aligned with overall company strategic goals. They should also be specific enough to be clearly measured.

4. Detail the Potential ROI

Showing potential ROI is vital in getting others excited about digital marketing. This means explaining its measurable value. Of course, it’s ideal if you can prove a direct financial return. However, it’s more likely that your digital marketing efforts will contribute to more leads that can eventually be converted into more sales. This doesn’t devalue the importance of digital marketing. Rather, it’s simply necessary to connect the dots carefully when trying to get the buy-in from others.

In may be beneficial to compare the ROI of your digital marketing plan to other marketing efforts such as print collateral, advertising, and telemarketing. When you look closely at the costs for each, you may find that digital marketing offers the highest ROI.

5. Give Examples

It’s a good idea to show what your competitors are doing when it comes to digital marketing. Find several good examples of organizations within your industry that are getting it right. Be able to explain what they’re doing and why it’s working for them. These examples may be the most compelling aspect of your pitch.

Getting buy-in for increasing digital marketing efforts requires a detailed plan that can be effectively communicated and executed. With expectations clearly set and a strategy for measuring results, you’ll have the ability to show real ROI that will turn doubters into enthusiastic believers in the value of digital marketing.

Question:

What can you add to this list?

 

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