Is your marketing strategy delivering an ROI? This should be the key question you are asking when reviewing what is happening with your marketing mix, either with the internal team or any external marketing company you may be utilising. If the marketing professionals can’t answer that question with a degree of honesty and confidence, then it may be time to review your strategy.

Like anything else you spend money on as a business, you want to ensure that the cost is justified by the return you can expect in terms of either greater exposure, increased sales or increased revenue and profitability – ROI doesn’t always refer to direct sales.

As a leading Hampshire marketing company, we spend time making sure the channels used are the right ones. We ensure that any campaigns we run, and channels we utilise on behalf of our clients, are always well researched in advance. 

Marketing channels chosen for our clients’ campaigns are based on the evidence that they work and, for clients that utilise us as a fully-outsourced agency, an overarching strategy document is produced and a regular reporting suite is utilised, measuring success against pre-defined and agreed on KPIs, to ensure we are actively measuring success.

It is only by continual research, measurement, following a strategy and review, that marketing delivers long term success. 

Realism is important, however, we will guarantee as a professional marketing company in Hampshire, that we will always deliver an agreed level of return, based on the investment over an upfront agreed period of time.

The agreed return on investment may well be different for different market sectors and different stages of a business’ development. The return could be based on engagement rates, traffic driven to websites, leads generated, converted sales, or a mixture of all four of these areas depending upon the pre-agreed goals of the business. Potentially the initial goals will change as time progresses and the strategy develops in maturity. 

It is important that a balance is achieved between sticking with a strategy for a suitable period of time to allow the tactical channel choices to embed and deliver an accurate measurement of ROI, whilst probably including some A/B testing; and ensuring that the strategy is a working document and is being continually reviewed.

Marketing is like any other business activity in that it must remain fresh, up to date and relevant and be under constant scrutiny to ensure that there is ongoing continuous improvement.

The key is to always undertake the research, have a strategy, ensure it is regularly reviewed and properly measured against pre-defined KPIs as to how that strategy is delivering ROI. Some companies do this very well, others not at all!

We, Rebellion Marketing, a Hampshire based marketing company with expertise in strategy, always ensure this is the route followed with all of our clients. For more information on how we can help with advice in this area please contact us!