It’s the end of 2018 and we are having a number of discussions with potential prospects and customers to plan for the New Year. What we are noticing is many of our customers & prospects don’t have high levels strategies, goals, objectives, and metrics for 2019. A few prospects don’t have projected budgets for 2019 but have big goals for the New Year. Of course, that’s why they came to us for help. Below are a few ideas to help move you towards the desired marketing budget with metrics to back them up.
Set Achievable Goals with a Budget to Fit
I would also recommend that you look at your historical performance such as cost per acquisition, total conversions and conversion rate. With 7% of your revenues allocated to marketing, let’s say that your cost per acquisition is $100, with 100 total conversions, and a conversion rate of 3% has been the historical performance for the past 3 years. Unless revenues have increased significantly, you can set the expectation that 8% of revenues allocated to marketing is not going to generate 300 conversions next year!
Create a Realistic Digital Marketing Strategy
Align the Marketing Tactics to Achieve Goals & Objectives
Select Your Metrics Gauge Tactical Success Wisely
Report on the Performance, Obtain Feedback, and Recommendations
You’ve heard the saying, “what gets measured gets done!” I would recommend regular reporting (bi-weekly) to keep everyone focused and to use that information to make decisions to improve your results. Get the reporting into the inboxes of the individuals that can drive results. Schedule a standing meeting (15 minutes) to review the results, obtain feedback, and make recommendations to improve the results.
Danny founded DMG in 2008 and continues to lead in developing an industry-leading digital agency while emphasizing online measurement best practices. Under Danny’s direction and leadership, DaBrian Marketing Group has become Reading, PA’s leading digital agency focused on demonstrating value through measurement of marketing campaigns.