In every business, there are numbers to crunch. Marketing is no different.
Each day, every member of our team at Flood Marketing has metrics to look at in order to decide what value we are truly providing. From invoicing and analyzing website conversion rates, to understanding social media engagement from the number of likes, shares, and comments a post has received – a whole spectrum of numbers must be taken into account.
In any type of business, large or small, one word controls the majority of decisions made, company-wide. That word is “investment.” It is a word that applies in regard to the people we hire, to the software we purchase, to what and to where we spend our time, and it even pertains to choosing a break-room water cooler— all are investments. It is essential that we are wise about the investments we make for our company. In turn, it is wise for us to help our clients understand the value of their investment by choosing to partner with Flood Marketing.
At Flood, we do not sell “marketing.” We sell investments. The ROI – Return on Investment – is measurable in every type of product we offer. Branding, logos, websites, social media, whatever work is done has a value. Before we can help our clients see that value, we must first understand it ourselves.
As our Lead Graphic Designer, Kristen Masters measures the ROI on new logos she creates as individuals positively connect with images, designs and colors she incorporates to develop a company’s unique look. The investment that company makes in developing an image that connects with people will inevitably elevate them from their competition. Websites function in the same way.
Recently, we procured a partnership with a client whose business involves the sales of garage door siding. This client lacked a website at the time, thus our initial task was to build an effective website that drove traffic to their front door. We had to do the appropriate, industry-specific research in order to understand the needs of the business, as well as those of the potential clients they had not yet connected with. The “initial task” has many more facets than just putting up a website in the vastness of the Internet.
To begin, we looked into the numbers that reveal how many people in the area surrounding the client were searching for “garage door siding” (typically followed by the name of their town) each month in their search engines. The answer was 25,000. This strategy is called SEO – Search Engine Optimization. Keywords are used to increase a client’s rank in search engine results. Without SEO, connecting those four keywords to that site, that website is just sitting there in darkness online. It can be found by those who know of it, or see an ad for it, and then manually type the web address into the search bar, but the chance for organic reach becomes next to impossible.
With the right marketing campaign, Flood has the skills, knowledge, and ability to get every one of our client’s companies to number one in search engine results. For this particular example, let’s say we do get our client to number one in search results, and 25% of those searching the aforementioned keywords click on their link— an investment that yields an average of 6,250 site visits per month, based solely on SEO.
We then consider the client’s product price. The average expenditure of an order made with this client was approximately $360. Potentially, if 5% of those 6,250 site visitors choose to invest in our client’s company by purchasing their garage door siding, that business can count on an average of $126,000 per month, in addition to income from current customers and orders received organically.
Needless to say, that is a substantial amount of revenue generated by a wise investment. Flood provided the means for a potential sale by facilitating a positive connection: by constructing a visually appealing, professional website that connects with the exact people seeking the product that our client company provides.
Our most important job here at Flood, for every team member, is to be able to think critically and understand what the ROI is on all the work that we are doing. ROI is the absolute, most important metric used to analyze the success of a business in all aspects. It is also the metric we use in order to judge ourselves, our company and our clients’ companies, to ensure we are all headed in the right direction when it comes to expending time, energy, and money— investing— in a business.
If we make an awesome video but it does not result in a positive ROI, there is no reason our client should be happy — bad investment. Maximum sales are never seen without really good marketing. We must be able to prove the value and worth in all we do. Deciding how much marketing is worth is as simple as looking at the proven numbers. Good marketing is worth the investment.
So, crunch the numbers, find out what good marketing is worth exactly, and know that here at Flood Marketing, every day is crunch time!
By Brett Riley