In light of the May edition including various spotlight features on marketing and communications (Marcoms), David’s article discusses how getting the Marcoms strategies just right is key for both B2B and B2C businesses when communicating with customers. Often, communicating with potential customers is not a one size fits all process, but having the tools in place to begin with is key. For many businesses out there, they are doing a lot of work towards marketing, sometimes without even realising. Having a website, blog, chat facility, social pages, Facebook and Google paid ads – it’s all marketing but is the effect being measured and cutting through the noise?
The article draws attention to vanity metrics, the metrics that seem to be most sought after by managers- likes, comments, impressions, time on site. But truthfully, can we say that these metrics always have a direct impact upon return on investment? Sometimes they don’t correlate. Of course, these vanity metrics help with brand awareness and building your brand’s personality online but what you need is to connect with customers that will actually buy from you, and refer you to friends, family, and colleagues.
The truth is, what matters the most is a return on investment, increased sales, and connecting with the right customers. Every business and their target customers will require different messaging, at different times, on different channels – but it’s up to you to take things back a step and work on the pre-marketing stage. The article written by David sums this up well; “turnover is vanity – or in this case, views, likes is vanity, cash is sanity, period.”
To read the full article, click here.