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Align Your Marketing Strategy, Maximize Your ROI

Set your company up for ROI success by enhancing your marketing strategy

Aligning your marketing strategy with your business goals ensures that all campaigns and content actively contribute to your bottom line and grow your business.

We’ve identified 4 simple steps to help you make sure your marketing strategy is working to maximize your ROI and meet your business expectations.

  1. Define Clear Business Goals for Your Marketing Strategy
  2. Identify and Segment your Target Audience for Marketing Success
  3. Choose the Right Communication Channels for Your Campaigns
  4. Evaluate Campaign Effectiveness and Optimize for Business Goals


Define Clear Business Goals for Your Marketing Strategy

Clearly defining clear business goals with your entire team is the first step in aligning your marketing strategy with your objectives. This involves understanding what you want to achieve with your marketing efforts, such as generating leads, increasing sales, or improving brand awareness.


Start with SMART goals!

Specific – Avoid vague goals. The more specific you are, the more likely you are to achieve your goal because you will have a clear picture of the intended outcome.

Measurable – Measuring your impact is the only way to know if you are getting closer to your goals. Identify the metrics that will indicate success or additional improvement opportunities, such as cost per lead and MQL to SQL conversion rates.

Achievable – Setting realistic goals–hard stop. While setting high goals is a great aspiration, you want to set your business up for success and not fall short of lofty expectations.

Relevant – It might seem like a no-brainer, but your business goals must be relevant to the company’s overall mission. What does your company set out to achieve? What value do you bring to your market? And what goals will help you deliver that value to your targets?

Time-Bound – Have a timeline. Setting goal-specific deadlines helps to keep your team motivated and moving in the right direction. Create weekly, monthly, and quarterly milestones to show progress without setting overly aggressive deadlines.


Identify and Segment Your Target Audience to Increase Conversions

Segmenting your target audience and then realigning your marketing initiatives to focus on the challenges your audience faces creates a significant shift in your marketing strategy.

You may be a healthcare technology company looking to sell your software to large health systems. Within any health system, there are a large number of positions, departments, and staff, many of which are not relevant to your marketing campaign.

By segmenting your overarching audience (health systems) into smaller, more targeted groups (operations and IT executives), you can more accurately talk directly to their pain points and priorities. And, because you’ll be connecting with the right audience from the start, you’ll see greater engagement and more movement in your sales funnel.

One of the best ways to create relevant, audience-specific content is by leveraging account-based marketing. ABM includes a higher level of targeted personalization in its campaigns. Once you thoroughly understand your target audience, you can align your marketing messages and tactics that resonate with them, leading them toward your desired outcomes.


Choose the Right Communication Channels for Your Campaigns

To make sure your message reaches the right people, you need to use the right communication channels. At the same time, it’s important to be active on multiple platforms to increase brand awareness and sales. By using an omnichannel approach, you can reach your audience wherever they are.

Different channels will be more effective depending on your goals and target audience. For example, social media may be a more effective channel for reaching cold leads and warming them to your brand, while email marketing may be more helpful in nurturing leads in your CRM. By combining the two, you engage new leads on social, get them into your CRM, and then continue to nurture them through email.


Evaluate Campaign Effectiveness and Optimize for Business Goals

Evaluating marketing campaigns is vital to optimize strategy and align with business goals.

Your business goals are going to change over time. Make sure your marketing strategy can keep up. As data comes in, you want to review and optimize your marketing efforts based on the results. For example, if you notice that your CPM is increasing while the number of people actually buying your product or service is decreasing, then it’s time to make some changes. Take a closer look at your best-performing ads and create more content that’s similar to them. Similarly, see how you can optimize and repurpose content that is not converting.

Ultimately, aligning your marketing strategy with your business goals is essential to maximizing your ROI. Following these 4 simple steps ensures that your marketing efforts drive results toward your desired outcomes.

Breezy Hill can help you create a marketing strategy that drives you toward your business goals. Schedule a consultation today.

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Crystal Buessing

VP of Digital Strategy
Crystal uses her 12+ years of marketing experience to lead diverse teams and execute highly-personalized marketing strategies.

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