Digital marketing offers proven results– but for many higher-ups, the thought of spending money on strategies they are unfamiliar with can be a little overwhelming.
Use statistics to win over your higher-ups and get executive buy-in!
The numbers are there, and will prove your point if you present them correctly. Once you have established a pattern based on the small victories you have earned along the way, your management team will be able to see firsthand the power of digital marketing and the strong presence it will create within your chosen industry.
1. DIGITAL AD CAMPAIGNS THAT ARE LOCATION-SPECIFIC ARE 20X MORE EFFECTIVE
Digital ads that are designed for the masses anywhere are pretty good. But the more you can aim your ad at a specific location, or change ad copy based on individual geographical regions…the better.
If there’s a particular trade show in your industry, you can use geofencing or even geotargeting software to make sure your ads get in front of people near the event. If you have a booth there, so much the better! Higher-ups are usually willing to fund trade shows more than many other tactics, so tacking digital onto your event plans may get executive buy-in pretty easily.
This could also mean including your company’s location is a great idea if you’re posting ads locally. One of the best ways to encourage people to pursue your business or buy your product is to show them how close you are.
Including a location offers a personalized touch that brings your product close to home. Customers, as well as small businesses, like the fact that you’re their “neighbor”. After all, 46% of all Google searches have local intent– so you’d better be there!
2. OVER 45% OF CUSTOMERS WILL COMPLETE THEIR PURCHASE AFTER WATCHING A VIDEO AD
Video has become one of the fastest moving trends in digital marketing. A video provides a large amount of information in a short period of time. A quality video will allow the viewer to multi-task and still get the intended benefit from watching.
As a result, many people look specifically for videos when researching before a purchase. If you have a video that educates them before they buy, you’re escorting them further down the sales funnel.
Videos can be used anywhere, throughout the funnel. They can be placed on websites, pop-up ads, emails, or instant messaging. They are suitable to convey almost any type of message and are extremely versatile when it comes to every other aspect of their usage.
With more and more people using mobile devices, videos make it easy to get your message across.
3. OVER 50% OF CONSUMERS LOCATE NEW BRANDS THROUGH THEIR MOBILE DEVICES
Our phones are one of the most ripe digital marketing targets available. With their WiFi and data capability, consumers are able to search for almost any product at service anywhere.
If your company website is mobile-friendly, you’re pushing out in front of the competition instantly!
People don’t want to wait anymore when they have a spur of the moment idea. That means they’re going to pull out their mobile device. Suddenly they’re capable of uncovering new products, services, and brands that are relevant to their location or browsing preferences. Almost 50% of consumers who use their mobile devices to research products and services will eventually come across a new or unknown product that piques their interest.
4. COMPANIES THAT USE MOBILE ADS CAN INCREASE CONVERSION RATES TO ALMOST 65%
Smartphones and tablets are the new way to shop and buy products. When consumers see a mobile ad, they are more likely to go straight from the ad to the purchase screen.
In fact, conversion rates are as high as 64% when a person shops using a smartphone or other mobile device. Mobile devices easier to use. On top of that, they contain all of the information a person needs to make an informed choice.
When a mobile ad is presented, it provides the link that goes from search to product to purchase. Including digital ads that are designed for mobile users can easily lead to an increase in eventual customers. That boost in revenue will dramatically increase your ROI when it comes to creating a powerful digital marketing budget. That’s how you build your case when searching for executive buy-in.
5. SOCIAL MEDIA ADS INFLUENCE OVER 35% OF CONSUMERS WHEN THEY’RE READY TO MAKE A PURCHASE
When online shoppers were asked why they purchased a specific product, over 35% claimed they use social media advertising as a research tool.
More and more small business and manufacturing companies are using social media as an advertising tool. As a result, consumers are realizing it’s a great way to get first-hand information about the products, services, and brands they are interested in. And what they find isn’t limited to product information. Comments and reviews allow them to learn what people really think, giving them an opportunity to make an informed decision.
The numbers tell the story. They provide you with the road map you need to achieve the success you are looking for.
The best thing about digital marketing is that it’s measurable, and verifiable. All you have to do is monitor your progress and adjust your trajectory accordingly. That’s how you can prove that digital isn’t a gamble, and gain executive buy-in.
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