How to Determine If Your In-House Marketing is Failing

Is your investment money proving to be its worth? It can be difficult to measure the success of your business’s marketing department numerically. So how can you tell? 

It’s primarily important to remember that the performance of your in-house marketing team is not directly linked to the success of your business. Actually, depending on the type of marketing your company is doing, will determine how long it’s going to take to see results.

Build for your Buck

Remember to take into consideration how many employees are on your team. Depending on how you man your department, there can be one person handling one platform and the analytics; one handling all of it; or one producing content and one watching the metrics.

With that, it’s vital to hire a team that knows what they’re doing. Hiring someone right out of high school who tweets a lot, may not be the best investment unless their follower count, and engagement rate prove otherwise.

Give your team some leeway. Give them reasonable time to figure out what the right content is that works for your company, and what doesn’t. Also, allow your marketing team the resources they need. Marketing tools can come with a price, so give your team a budget to allow for growth.

Types of Marketing

  • Pay-Per Click Campaigns: PPC campaigns are the best way to see almost immediate results. The financial investment is one of the best ways to boost clicks, calls, and leads to your business. If you are not seeing the results for what you pay for in these campaigns, it’s advised to take a closer look at your team.
  • Email Marketing: Email Marketing varies on your list. If you’re just getting started with building a list, expect to wait some time for your results. Otherwise, if you have a list of potential consumers that rocks, you can expect to see quick results. According to a study by HostPapa, 75% of adult online users say that email marketing is their preferred marketing method. And email marketing allows you to get a lot more creative with how you get your message across.
  • Organic SEO: Organic SEO is a low-cost investment. But you will get what you pay for. SEO is an effective method for measuring the data behind your marketing team. The catch: time. On the one hand, your business is not going to get an immediate boost in calls or clicks, but on the other hand, SEO will have a long-lasting positive impact.
  • Social Media Marketing: SMM is all about the followers and getting what you pay for. You can simply opt out of paying for advertising. Then it will be all about your followers. Building followers that stay engaged in your content takes time and effort. Should you choose to pay for your company’s advertising, you will see a costly, immediate boost.

Pay attention to the metrics these forms bring. Metrics are the numbers that are going to tell you whether your advertising is paid attention to.

Marketing, especially with social media content, has room for trial and error. It’s important to understand that it takes time to see what works and what doesn’t; remember to give it time to see the numbers you’re looking for. Above all, note that marketing is just a piece of the formula that measures the success of your business.

Let Big Marlin Group take the marketing off your company’s hands and see quality performance right away. Already work with us? We can show you even more insights into how your digital marketing is performing. Contact us at (480) 381-1154.

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