Attracting traffic and customers

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“Should Marketing Department Employees and External Contractors Access Financial Performance?” - this is a question that Marketing Directors, CEOs, and business owners ask themselves. In this article, we will consider the answer to the question: “What part of financial information do marketers and marketing contractors need to effectively work on attracting consumers and increasing customer loyalty?”

Over more than 20 years of working in marketing, I have encountered various options for the openness of financial information. In some companies with which I have collaborated, top management and middle managers have access to information on profits, while in others, this maldives company email list information is available only to the finance department. It is worth remembering that there is a need to limit the circle of people who have such information, including for the purpose of concealing it from competitors. To maintain a balance between the safety of commercial business information and providing contractors with the data necessary for work, I recommend concluding an NDA or Non-Disclosure Agreement at the start of cooperation, defining the list of information that the marketing contractor or company employee is responsible for the safety of which he or she receives.

The composition of the data required by marketers or contractors performing individual marketing functions depends on the tasks set for them by the customer.

For teams responsible for attracting traffic and customer flow, access to web analytics (in terms of landing page traffic, user behavior, and conversion rates) is critical. In addition to access to analytics, advertising agencies or employees in the marketing department need data on the maximum allowable cost of attracting an order. Based on this information, a media plan is calculated for launching advertising campaigns, the maximum cost of attracting a visitor to a landing page is determined, tools and available platforms for attracting traffic are selected.

The second important indicator is the plan for attracting qualified leads (it is not necessary to announce the overall plan to each contractor or performer, it is enough to designate the plan within the competence of a specific subordinate). Based on the plan for attracting qualified leads, as well as the maximum cost of a lead, the agency or traffic manager draws up their own work plan.

In various business niches, there is seasonality in the length of the decision-making period. For example, if you sell snowmobiles, then in the summer months, from the moment of the first contact with the company to the moment of purchase, 2-3 months, and sometimes more, can pass. In the winter months, this period is significantly reduced. Seasonality is observed not only in markets with clearly “summer” (boats, catamarans, SUPs) and “winter” (skis, skates) goods, but also in markets with universal products, for example, in the real estate market or the automobile market. In these conditions, teams attracting traffic to the business should have planned and actual indicators on the percentage of qualified leads attracted and their number, as well as the percentage of conversion from qualified leads to sales, as well as the acceptable cost of attracting one client.