The marketing landscape in which we evolve has radically changed compared to how things were some 20 years back when I started (I stopped counting after 20). Nothing new here.
Gone are the days where designing a beautiful brochure, a slick website or a great interactive presentation were enough to impress our boss or clients. Today, more than ever, as marketers, we need to deliver measurable results… those that add to the bottom line of a business.
Today’s marketers need to bring concrete and meaningful contributions to the revenue and profits of our company… everyday.
Else, they are of little value. Harsh?… but true
In this series of posts, I decided to share some personal stories and insights on my way to trying to be of better value to my organisation and the clients we work for. My two-cents to the marketing community… but more specifically, to my fellow local marketers.
Hope it helps someone out there get faster to a place where it took me over a decade to reach… and that I’m still exploring every day.
Rewind…
Ten years back.
“Berty, your website is great and we are getting more visits… but where are the sales?” …said the perplex boss.
And this is how it all started… That focus (hum… obsession) to turning every marketing Rupee spent into meaningful value for a business.
And that’s one of the first few things I learned.
It’s not just about getting higher numbers of visitors to the website. It’s about how many more leads we can capture on that website.
It’s not just about how high the open or click rates are for an email campaign. It’s about how many of our leads actually become buying customers.
This is what drives me today: How every marketing actions we take can generate more qualified leads and get more sales.
This is what brought me to discover subjects like Conversion Rate Optimisation (CRO), or Lead Scoring, the importance of landing pages or the power of email automation.
Here are a few subjects that I’ll explore in the upcoming posts:
- Have you told your agency the number of leads you want to get before starting your campaign?
- How many visitors do you need on your website to get the number of leads you want?
- Why you should NOT send visitors from your digital campaigns to your website
- Empathy. The secret to generating more leads… and sales.
- My calculator to working out my conversion objectives before we start a conversion campaign with a client
- What value (not “features and benefits”) are you bringing to your clients?
- and other subjects as I go over this series.
Do you find the subjects above interesting? Any other subjects you want to see on that list? Let me know in the comments. If I can bring value to that subject, I’ll be happy to share my humble thoughts.
