How to convince the board to invest in digital advertising
Getting buy-in from the Board may be challenging, especially if it is the organisation’s first foray into digital advertising. You will need to put forward a solid case which addresses any concerns the Board may have surrounding cost, return on investment and measurable results. Here are some arguments to help you convince them.
Changing consumer behaviour
Use data and statistics to show how consumer behaviour has shifted towards certain digital channels, and how it is now the primary way for consumers to engage with brands. Sources such as HubSpot and Mintel will have up-to-date data and insights which you can use. Also include what you are seeing in your own organisation by delving into the analytics on your website and social media channels.
Risk getting left behind Have a look at what your competitors are doing online, you can use tools such as Facebook Ads Library and Google Ads Transparency Center. You may want to include some case studies to show how your competitors are leveraging digital marketing to their advantage, The Drum has a huge library of case studies from various industries. Demonstrate how not keeping up with what your competitors are doing may risk your organisation getting left behind.
Achieve your organisation’s goals
Whether it be generating new leads or growing the awareness of your brand, digital marketing channels give you the tools to create campaigns which are relevant to your goals. Demonstrate how you will use digital advertising to achieve your organisation’s specific goals. If the goal is to increase traffic to your website, you may focus on pay-per-click advertising, or if you are needing to improve engagement with your target audience, a social media campaign.
Reach the right people
One massive advantage digital marketing has over traditional methods is the ability to gain insights into your target audience’s behaviour which can be used to produce highly targeted campaigns. Targeting based on key factors like location, demographics and interests makes it easier to get your ads in front of the right people. Digital platforms can even serve ads in places and at times when your audience is more likely to buy. For instance, remarketing ads can target people who have already engaged with your website or social media channels to remind them of your offering and encourage them to complete the purchase journey.
Improve return on investment
If the budget is tight and every pound spent will be scrutinised, this particular argument will be key to winning the Board over. Digital platforms provide precise analytics so you can often and easily track every penny spent in real time. This not only means you can ensure the campaign stays within budget, you can also perform tests and make tweaks to optimise the campaign for maximum results. Depending on what your goals are, you may choose cost-per-action ads so you will only pay when the user performs an action such as clicking through to your website. If
your Board is particularly nervous, or it will be your organisation’s first digital campaign, you can start small and scale up as and when you see results.
A finishing note
Once you have proved the ‘why’, come up with an action plan which includes a clear budget, timeline and what the next steps are, so you are ready for when you get the go-ahead.
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