One of the biggest ‘values’ I believe we offer at Brighter Directions, is the simple initial process of review and audit to assess current positions, and continued due-diligence and dedication to measurement and ROI.
In marketing, it can be all too easy to discuss and discard some of the ‘softer’ marketing tactics as ‘intangible’. However, in my experience of marketing for the last twenty years, everything is measurable, if you find the right tracker and goal metric!
A superb recent example of the importance of both points (audit and continued impact review) is with one of our clients, a tech company who was spending a significant amount of budget on Google Adwords each month.
After recently taking over their marketing division entirely, we completed a full audit of all their marketing output, including the SEO campaigns. This technical review looked over the previous 12 months campaigns, results, impact and goal conversions as well as comparing campaigns alongside other direct marketing activities and found that some of the campaigns were, in fact, engaging a less profitable audience segment. This ‘update’ reduced the marketing spend from £20k per month to £11k per month.
The success was that the impact (stats/ conversions) did not go down, despite this reduction in spend! In fact the impact increased by +30%– utilising a small segment of the budget on other, more targeted, direct content marketing activities, including social media.
After two weeks, we audited the campaigns again, and assessed against previous campaigns run, but not continued, as well as the intermediate analysis from live campaigns – as a result, we reduced the spend a further 25%, saving a further £3.5k per month!
All in all – this activity saved the company a significant amount of ‘unnecessary’ budget and directed to other, more profitable and impactful marketing activities with some sound intelligence and direction.
One of our true values is the ethos, passion, and dedication we have to our clients – we work on your marketing tactics (and budget management) like it was our own… as true partners and part of your company team.
If you are looking for support across areas such as Content Marketing, PR & Media Relations, Social Media, or generally to assess your Marketing Strategy – give us a call and see if our ethos and customer-centric approach aligns with yours, and how we can help you save money and become more efficient across your marketing!
T: 01246 586330