Topper_Blog

Marketing ROI vs Building A Brand

April 15, 2020

Subscribe to Flight Media Blog Notifications

Marketing ROI vs Building A Brand

If you want to take your company to the next level, create a massive influx of customers and experience higher profits than ever, then you need to stop prioritizing marketing ROI (return on investment).

Yep. I just said that.

It may sound counterintuitive or downright loony, but hear me out.

You see, our agency has helped 150+ clients generate millions of website visitors, hundreds of thousands of leads and even more than that in closed revenue.

And, not surprisingly, one of the most common questions I hear as we onboard clients and build out campaigns is this: What will my ROI be on paid ads, social media, blogging, etc.?

Now, clearly, numbers matter. 

 

 

If you spend $250k on a paid ad campaign or outbound sales strategy, you would likely expect a tangible outcome – whether that’s direct product purchases or scheduled appointments for your sales team.

But the challenge is… what about the less-tangible efforts like:

  • Blogging
  • Videos
  • Podcasts
  • Social media
  • Website design

These are important, but if you can’t calculate ROI, then should you still do them?

 

 

If you’ve ever asked this question, then keep reading.

Because I’m going to show you why building a brand is better than immediate marketing ROI.

New call-to-action

Marketing Campaigns, Brand-Building And Being Memorable

In 2 years, nobody will remember that Facebook Ad or Google Ad you ran.

 

 

Nobody will remember that social media post.

Nobody will remember that email.

Nobody will remember that blog post.

But they will remember your company’s brand.

Think about it.

Name one of your favorite content producers. A blog, a podcast, etc. Flight Media excluded. ;)

Now, think of 10 posts they created in the last 2 years.

Chances are, you can’t – but you still love and admire them.

That’s because they’ve built a brand.

And I’ll tell you right now, from experience, that they didn’t create that brand by only focusing on ROI-driven activities.

Nope.

It was a mixture of tangible and intangible efforts.

Which leads me to the next point.

Why “Intangible” Marketing Efforts Are Your Greatest Asset

I’ve been in this game long enough to know that it’s sometimes difficult to calculate the dollar value of a social media post, a website change or a video.

In fact, I classify activities like this as intangibles.

But here’s the deal: They’re important.

They may not completely equate to a confirmed closed deal right away, but they are variables in decision-making for your customers.

For example:

1. Social media 


Social Media creates true presence and relationships with your prospects and customers. (Yes, even if you have a small amount.)

2. Blogging 


Blogging creates long-term organic traffic to your website and positions you as an authority within your industry. (Last year, Flight Media generated about 200,000 website visitors with content.)

3. Free Offers 


Free offers like ebooks, video training and webinars further position you as an authority, but also allow you to convert visitors into marketing qualified leads.

4. Website Updates 


It may be difficult to calculate the ROI on a website update, but the changes to content just might convert an extra few leads this month – or push someone over the fence who is in buying mode.

You get the idea.

Don’t Let Your Marketing ROI Flatline

If you only focus on tangible efforts like Paid Ads or Outbound Sales, then you’ll experience a “firehose effect.”

Meaning, the second you stop doing them, everything will flatline.

 

 

And this is a serious problem.

With intangible efforts like I listed above, you’ll grow organically, and if you stop doing them, you’ll still have traffic and followers.

For example, if our team stopped blogging, we would still have 15k-20k visitors to our blog. 

But if we stopped our paid ads, we would get zero visitors to our website.

How To Build A Brand And Drive Marketing ROI

If you want to build a serious brand, then you need both a tangible and intangible strategy.

  • Tangible strategies are more focused on ROI.
  • Intangible strategies are more focused on long-term brand growth.

It’s kind of like trying to lose weight. 

You can lift all the weight you want (or walk on the treadmill for you ladies out there) but if your diet consists of cheeseburgers and french fries, it won’t yield the results you’re looking for.

Trust me, I’ve tried.

New call-to-action

Blog Comments

Josh Coffy

Josh has an exhaustive understanding of technology and a creative marketing approach that drives client results. In his free time, Josh does CrossFit and travels with his wife.