As a marketing professional, your value is your ability to grow sales for your business, not only to generate more copy and graphics, promote the brand and ensure a consistent corporate identity. To increase marketing ROI, Step 1 is to change marketing’s mission.

Marketing connects buyers with salespeople to promote sales transactions now and well into the future. Find out how in The ROM Group’s whitepaper, “7 Ways to Increase Marketing ROI Today.” Our step-by-step tactics will help ensure you maintain a buyer centric approach, or create communications that answer questions and solve problems. Here are more steps to boost your sales:

Step 2: Create Buyer Centric Digital Content
Your first objective in connecting buyers with your salespeople is to get buyers to choose you by increasing your visibility in Google searches. Create a wealth of buyer- centric content that provides answers, solutions and how-to’s for the topics your buyers are seeking. Post it on your website and Google will find it. The result will be high search engine rankings, making it easy for buyers to find you as they start their purchase decision process.

Step 3: Use Social Media
Google gives so much weight to social media mentions because it views social media as the most accurate display of what Internet users are talking about. If you promote the buyer- centric message of your content on social media, Google will give it a high ranking. The secret to getting the best search engine optimization (SEO) results is to be visible daily by producing a broad selection of content and promoting aspects of that content.

Step 4: Start a Blog
Blogs get almost as much attention from Google as social media. What’s important is they get far greater attention and weight than your website. When you add new content to your site, promote it with a blog post.

Step 5: Create a Lead Nurturing Program
Lead nurturing is keeping in touch with a lead that’s not yet ready to buy until the lead is ready to buy. Salespeople today, focused on transactions, have little or no time for nurturing, or relationship-building. That’s now marketing’s job: to connect buyers with salespeople.

Step 6: Focus Sales on Closing
One of the most powerful weapons in your marketing arsenal is employing new programs and tools that cater to buyers’ needs and helps salespeople focus more time on closing deals. If marketing can help salespeople double the time they spend closing sales, marketing will be responsible for doubling sales revenue.

Step 7: Measure. Measure. Measure.
What do you measure? Here are the metrics that matter:
• Program cost/leads generated
• Program cost/sales opportunity
• Program cost/sales transaction
• Total sales revenue produced
• Program ROI

Now’s the time to rethink your tactics so you’re doing more lead generation and lead nurturing – and helping to secure more business for your company. For details on these steps, check out “7 Ways to Increase Marketing ROI Today” from The ROM Group.

What are your observations and experiences on the changing roles of marketing?

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