NEW YORK, Dec. 28, 2016 /PRNewswire/ -- Corporate software firms have a unique challenge showing shareholders and investors proof of brand reach. The marketing department has pressure from both their boss and the executive team on driving results with marketing. The marketing manager spends money on Google and Facebook PPC. They are often confused about SEO, and just want to generate quality leads for the sales team. Marketing also wants great reports and analytics to help baseline future decisions.
To assist Marketing Managers of corporate software companies in hiring the best consulting firm to create reports and analytics that will satisfy the executive team, Chris Sewell, chief marketing strategist at Chris Sewell Digital Media, located in Brooklyn, NY, developed a 3 point criteria checklist. Software firms can use these three criteria when interviewing prospective consulting firms to handle their reporting & analytics needs. According to Mr. Sewell, a knowledgeable consulting firm should produce reporting & analytics that outline three outcomes.
Outcome #1: How many prospects and new customers were produced for a given marketing campaign.
This is perhaps the most common desired outcome from SEO and lead generation campaigns. Measure the number prior to the branding campaign, and then measure it again during the campaign. The goal is to see if more traffic arrived at the corporate site, and if they were existing visitors or new ones.
Outcome #2: Demonstrate that the business value proposition was shared.
The goal of marketing campaigns is to share the software firm's unique value proposition with the marketplace. Potential investors and customers should be impressed enough to visit the corporate site repeatedly. The ideal metrics for this desired outcome are Visitor Loyalty & Visitor Recency. If people were impressed enough with the firm's value proposition and visited more often, the brand campaign was a success.
Another good idea is to measure segmented visitor recency. In this case the analysis will try to judge if the traffic acquired by paid search branding campaigns is visiting the corporate website more frequently in any time period, when compared with other segments of traffic.
Outcome #3: To break through the noise and make an introduction to the software firm.
Very often when running branding campaigns, the goal is simply to introduce the corporate software. A common mistake in this case is to simply focus on one outcome. When running a branding campaign, there is either a very soft call to action or, more likely, a very general "our business is magnificent" message. Reporting should quantify the online impact of these campaigns by measuring both the Macro & Micro Conversions.
To learn more about how corporate software company's can select the right marketing & consulting firm, visit Chris Sewell Digital Media's software marketing platform at http://softwaremarketing360.com and request a 15-minute free 'brand awareness & lead generation' strategy session. Mr. Sewell's personal LinkedIn profile can be view at https://www.linkedin.com/in/chrisjsewell to learn more about his marketing agency and read testimonials from clients.
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SOURCE Chris Sewell Digital Media