Instead of getting a green light to bring your website out of the dark ages, you’re asked to jump through hoops and “show them the money” or demonstrate outrageous return on investment figures before they’ll spend one more dime on marketing.
It’s time to step back and rethink your strategy. Here are three ways you can deliver a compelling case to your management and convince them to invest in digital marketing.
Start talking in their language.
A digitally enabled website is also a better sales tool. Through smarter content and more compelling presentation, your company’s website can result in new customers and new business—even if you’re not Apple, Best Buy, or Barnes & Noble. While the ROI connection is not as black and white for companies in services industries that don’t actually transact business over the Web, it can be measured in terms of increased qualified leads, increased downloadable premium content, and increased Web traffic.
Explain how the three Vs can make your company more accessible to customers.
Focus on the reasons your company has a website in the first place. Explain how an improved website with digital content will better validate, verify, and make your company more accessible to your target customers: