 How to justify online marketing budgets to senior management |  |
| | |  | | Surveys show that 98% of B2B decision makers use online search to research and find new suppliers. Companies who fully embrace online marketing will reap enormous marketing rewards and very high ROI. Download our PowerPoint presentation to help put together a compelling justification to… |  |
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| | | | I’m often asked “can you help me convince my senior management to embrace 21st century online marketing?”
The first thing to point out to senior management is that surveys show that 98% of B2B decision makers use online search to research and find new suppliers (source: Marketing Sherpa). This means that companies who fully embrace online marketing will potentially reap enormous marketing rewards and very high ROI. Conversely, companies who rely on traditional marketing methods will be left behind.
These are some of the follow-on questions:
"I’m presenting the reasons why we should promote our site more actively through SEO campaigns and PPC/SEM. I realise that I will need to provide data regarding keyword validity and an approximate budget for a good ROI, but I’m not sure where to start.”
“Our company has never conducted a campaign online and has very low search rankings. What information should I include in my presentation?" |
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| | Download our Free PowerPoint cost justification presentation |
| I’ve created a PowerPoint presentation that you can use as a template for the presentation, to your MD and senior management, to justify the increase in budget for online Internet marketing:
Download Internet Marketing PowerPoint PPT file
The information below explains how to use the PowerPoint file. | | Point #1: The way that prospects research future purchases has changed | Fewer and fewer people go to exhibitions, cold calling is becoming more difficult, direct mail responses are decreasing, and although eMail marketing remains very cost-effective, it is best used in conjunction with online marketing to achieve the most effective results.
Include some definitions and explanations of SEO, PPC, the blog world, social networking sites, etc. You can also provide a copy of this article about how the Internet is transforming business for extra background information. |
| | Point #2: Outline how marketing needs to change | | Because the way people research purchases has changed marketing methods need to change as well. Explain to senior management that there are new, more effective techniques to “get found” by qualified prospects and explain that there are new techniques to convert more of them to customers. Explain that traditional “interruption” marketing programmes continue to decrease in effectiveness. |
| | Point #3: Analyse your company's current Internet marketing effectiveness | Provide data about how your company can "get found" by prospects in search engines; the blog world; and also social networking sites.
To get these data, carry out some keyword research using Website Grader and Overture Keyword Tool
Search social media sites (Facebook, LinkedIn, or others like Ning). Finally, use the Website Grader free marketing tool to prepare an online marketing rating. This will show how well your online marketing is performing. Use this data to highlight how you are missing out on opportunities to reach prospects. |
| | Point #4: Produce a marketing plan to embrace the new frontier | Your marketing needs to move from "outbound" (you broadcast your message to thousands of people and only a very low percentage are actually interested) to being "inbound" (people find you when they want to buy something – very effective).
This means you need to do SEO, PPC, embrace blogging and participate in social media sites, as appropriate.
Extra tip
The book "Internet Marketing" by Dave Chaffey can be helpful in establishing the justification. Sometimes senior management need an established author, rather than “just” an employee, to tell them something. |
| | Get our help – use eMarket2’s online services | Click here to find out how we can help you with your online marketing strategy and website optimisation:
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