As marketeers, proving the value of the marketing function is a difficulty most of us experience at some point. I have found this to be a consistent challenge across a range of industries, and the doubt typically comes from our non-marketing peers with little understanding of the role of the team or agency.
During situations like this it is important to remember to refocus on the vital work you are doing. Without marketing, there would be no digital shop front or effective marketing campaigns to drive revenue into the business. Follow the next five steps to help you quantify your work on regular basis to your non-marketing peers.
Report on the right metrics
Review the metrics you are reporting on to senior management, your client or the wider organisation. This will ensure you are focusing on the most valuable statistics. Often many find themselves reporting on micro conversions alone like social media followers on Facebook. Due to the algorithms of social media channels you can often find you can have thousands of followers but only a small collection of users actually able to see your posts.
Often tracking statistics like this alone actually tells us nothing. Focus your energy on key metrics which will contribute the most value to the organisation. For example, engagement in your social content, traffic from social media to your website, or sales generated from your digital channels.
Become a market expert
Get to know your subject, product and industry. This way next time a question comes up with at a business review you will be first to the table with your expert knowledge. Aim to put aside 1 hour per week to read about your specialist subject area. One hour each week will turn into at least 4 hours per month, and by the end of the year you will have bagged 208 hours of expert knowledge. This will most certainly help you feel more confident in your ability and help you to prove the marketing functions knowledge since you are up to date with the industry changes making an impact on your organisation.
Shout about your successes
Whether it is showcasing the creative from your next campaign around the office or on LinkedIn – you need to shout about it. Since marketing is creative and visual, it makes it easier to share our best work than it does for other departments. You can adopt this way of working within your team too. Call out successes to help them become more positively engaged in the work they are contributing to. Remember, no one else is going to share positive campaign results or stand up for your department, it’s all on you.
Report on wider metrics
Consider tracking other elements which marketing can influence. Potentially keep record of your net promoter score and regularly report on this to the wider business. This will showcase how marketing can affect other areas of the business outside of marketing campaigns. Check out this guide to tracking your Net Promoter Score.
Don’t forget to monitor market share. Often your non-trackable brand activities like PR or influencer marketing can have a positive impact on market share along with your wider marketing activities – so make sure you are keeping a record of this. Look at this guide to tracking market share.
Get your team involved in the mission
Once you have outlined the marketing plans for the year ahead along with key objectives, make sure to communicate your mission to the team. This will help everyone work towards the same goal. Create sub-objectives for team members. This will mean they completely understand their role in the department and how their work contributes to the overarching goals. This could help to achieve the objectives quicker and more effectively as the team will be more confident of the value of their work and the department collectively.
Remember, it can be a positive thing to be challenged, and often others doubt comes simply from misunderstanding. Challenges keep us learning and improves our resilience.