3 Things About Digital Marketing Your Boss Wants To Know

Marketing is a profession that is mired in confusion, buzzwords, and complexity. It can be hard to know where to start your day as a marketer, what goals to set and ultimately what your purpose in life is (especially if you work for a brand). I’ve always found that in situations like that, it is best to find out what is most important to the person that signs your paycheck. With that said, here are three things your boss want you to know about digital marketing:
Inbound is great, but I want customers – If you are all about tracking metrics such as “website visits”, “social likes and shares,” or “MQL’s, SQL’s, Opps, etc…” that’s all well and good, but I will tell you a secret: there are only two metrics your boss really cares about. How many new customers did your digital marketing programs help create and how much REVENUE did those customers bring in?
Cost per lead>Number of Leads Generated – Phenomenal! You got 500 leads from that trade show when a bunch of untargeted prospects through their business card in a fishbowl to win an iPad. That effort cost you $20 per lead and you got one customer out of it. I hope you are sensing the sarcasm. Better would be: you got 250 leads from a webinar demoing your product. That effort cost you $10 a lead and you got 8 customers out of it.
What’s working and What’s Not? – As a marketer, you’re doing SEO, blog, tradeshows, webinars, email campaigns and you have hired a marketing agency to take care of your SEM and PPC, you’ve got everything covered. Your boss does not care how many digital marketing (or offline marketing) programs you are trying your hand at, all he or she cares about is which ones you are executing on. If you aren’t able to tell what’s working and what’s not so you can fine tune or trim the fat – your boss does not give a rip.
Honestly, there are probably more and of course what matters to your boss also depends on who you directly report to. However, I imagine the above are some very solid starting points for you to consider when you start to build your digital marketing plan and goals. The takeaway here is that the goal as a marketer ultimately is to help influence the bottom line for your business by generating new customers through effective digital marketing programs and channels. What are some things your boss cares about as it relates to digital marketing?

Marketing is a profession that is mired in confusion, buzzwords, and complexity. It can be hard to know where to start your day as a marketer, what goals to set and ultimately what your purpose in life is (especially if you work for a brand). I’ve always found that in situations like that, it is best to find out what is most important to the person that signs your paycheck. With that said, here are three things your boss want you to know about digital marketing:

  1. Inbound is great, but I want customers – If you are all about tracking metrics such as “website visits”, “social likes and shares,” or “MQL’s, SQL’s, Opps, etc…” that’s all well and good, but I will tell you a secret: there are only two metrics your boss really cares about. How many new customers did your digital marketing programs help create and how much REVENUE did those customers bring in?
  2. Cost per lead>Number of Leads Generated – Phenomenal! You got 500 leads from that trade show when a bunch of untargeted prospects through their business card in a fishbowl to win an iPad. That effort cost you $20 per lead and you got one customer out of it. I hope you are sensing the sarcasm. Better would be: you got 250 leads from a webinar demoing your product. That effort cost you $10 a lead and you got 8 customers out of it.
  3. What’s working and What’s Not? – As a marketer, you’re doing SEO, blog, tradeshows, webinars, email campaigns and you have hired a marketing agency to take care of your SEM and PPC, you’ve got everything covered. Your boss does not care how many digital marketing (or offline marketing) programs you are trying your hand at, all he or she cares about is which ones you are executing on. If you aren’t able to tell what’s working and what’s not so you can fine tune or trim the fat – your boss does not give a rip.

Honestly, there are probably more and of course what matters to your boss also depends on who you directly report to. However, I imagine the above are some very solid starting points for you to consider when you start to build your digital marketing plan and goals. The takeaway here is that the goal as a marketer ultimately is to help influence the bottom line for your business by generating new customers through effective digital marketing programs and channels. What are some things your boss cares about as it relates to digital marketing?

Read more on Business 2 Community 

Related News
Tech Tools and Trends: Part III (SEM Tools)
What is SEM?Search engine marketing (SEM) is “the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.”To better understand SEM, let’s break it down ...
READ MORE
5 Essential Tips for Developing a Sales and Marketing Alignment Plan
If that sounds like a win to you, let’s get down to business on how you can develop a sales and marketing alignment plan in your organization.1 Ensure you have ...
READ MORE
Why You Shouldn’t Ignore Brand Awareness in PPC
In my last article on this blog, I described how brand awareness in PPC is sometimes viewed as less important than PPC performance.Unfortunately, too many companies put all their attention ...
READ MORE
8 Low-Key Ways Ecommerce Brands are Using Competitor Insights to Spy on You
If you’ve every watched a sports movie, then you’re familiar with the scene where the underdog team watches video of the competition and freaks out a little because of how ...
READ MORE
On July 9th, 2019, Microsoft will end support for SQL Server 2008 and SQL Server 2008 R2. This doesn’t only mean that Microsoft’s call centers won’t be able to squash ...
READ MORE
New Google Ads Bidding & Conversion Options
Google recently announced at Google Marketing Live 2019 some changes to bidding and conversion controls for Google Ads. Many advertisers will welcome these changes as they provide a bit more ...
READ MORE
The ROI of Scalable Video Campaigns: What You Need to Know
200degrees / PixabayWant to maximize the ROI on your video campaigns? You need to focus on video scalability.Video marketing is easily one of the most effective ways to connect with ...
READ MORE
Data Visualization: A Practical Approach for Absolute Beginners
Do you know that the human brain is capable of processing an image 60000 times faster than a text?This statistic stems from tests conducted in the field of science.It is ...
READ MORE
Tech Tools and Trends: Part III (SEM Tools)
5 Essential Tips for Developing a Sales and
Why You Shouldn’t Ignore Brand Awareness in PPC
8 Low-Key Ways Ecommerce Brands are Using Competitor
The Ultimate Guide to SQL 2008 End of
New Google Ads Bidding & Conversion Options
The ROI of Scalable Video Campaigns: What You
Data Visualization: A Practical Approach for Absolute Beginners

Share Button

Leave a Reply

Your email address will not be published. Required fields are marked *