Marketing efficiency is more than knowing how to sell, it is the key to the success of any type of management.
We are facing a world of content consumers, and not only companies have had to face this reality, but also customers; For this reason, knowing how to sell and knowing how to buy has become an art that, with the advancement of technology, has been perfected little by little.
It has been through trial and error that marketers have learned what is good for them and what not so much to achieve the desired success. But beyond knowing this, they have learned something much more important: how.
For many years, traditional marketing has been determined by two variables that are also fundamental for Digital Marketing , and these variants are effectiveness and efficiency, which despite what you may think are not the same at all.
The truth is that Philip Kotler , whom many have called the father of Marketing, defined these two terms as follows:
Efficiency : it is the value given to the total achievement of the objectives that have been set in the time that has been determined.
How to increase my sales with Content Marketing
Efficiency : it is the ability to carry out all the activities to achieve the objectives of a campaign in the precise time, and using the resources that had been previously assigned.
By achieving the objectives with more resources or by needing more of them, we would be talking about inefficiency.
But what do we call marketing efficiency? Can it be achieved with methodologies such as Inbound Marketing with a certain Digital Marketing budget ?
Efficiency and Effectiveness – Interview with ÁngelLópez Naranjo
Read on to learn more about the importance of marketing efficiency in running your business.
Importance of Efficiency in Digital Marketing
Do a mental exercise and ask yourself, is it better to be effective or efficient in Digital Marketing?
One way to think about efficiency and effectiveness in this digital world is as follows:
Management objectives .
Return of investment.
Online presence (site).
Presence in Social Media (Facebook, Instagram, Twitter).
Seen this way, if your organization plans to launch a campaign, effectiveness will only be achieved if goals, the time or period to achieve it, and realistic ROI objectives are established from the beginning .
For its part, the efficiency to achieve this would be the channels through which the brand will spread on the Internet to reach Buyer Personas , and therein lies the importance of Marketing efficiency.
Without it, it would be impossible to establish a contact or a closer relationship with the target; therefore, the objectives, time and ROI would not even have a reason to be.
We can then affirm that any type of brand that now wants to be part of the digital world must be clear about what it wants to be effective; that is to say, some SMART objectives, as well as establishing a timing of the actions to achieve it.
When considering efficiency as dissemination channels, these must be carefully thought out so that the brand becomes relevant to customers.
Therefore, it is important to know where the leads are at all times in the online world, to encourage them until they are converted, and this is achieved with the strategic combination between effectiveness and efficiency.
Efficacy vs. Efficiency
You already know the terms effectiveness and efficiency, but by looking at them this way you might be able to understand them better:
It can be effective and at the same time inefficient , when you know what you want to achieve in your management but you do not have the skills to satisfy this desire.
It can also be efficient and at the same time ineffective, because it is possible that you start useless activities that will never lead you to the achievement of objectives, and this may happen because you have not even established them in a clear and realistic way.
It is necessary to understand that efficiency comes after effectiveness, and it makes no sense to achieve it with an activity that has not previously passed the test of necessity. Strategy is part of effectiveness, while management is part of efficiency.
In such a changing market, and much more so with the birth of new technologies, a company that dedicates itself exclusively to being efficient will end up failing, because if it does not know what to do, it will never be able to adapt to this world, and much less to on-line.
Therefore, this premise states that only those who ask whether what they are doing makes sense will be able to advance in their organizations, and not work and work without pursuing something that they do not know if they really want.
A Content Marketing agency will recommend that you not waste time and effort trying to improve the costs of an unnecessary task, as it recognizes what is really good for your business.
Efficiency through automation
The use of software to carry out Marketing actions and thus achieve results in an automated way is one of the ways to be efficient in the digital world.
Therefore, any organization could carry out processes that, in a natural way, would be difficult to achieve. In addition, automation allows monitoring and greater control of the situation.
By achieving more efficiency in these processes, costs and staff time are reduced, since the correct lead is reached at the correct time and with the ideal material to convert it.
With the entry of Inbound Marketing in 2005 by the hand of the Hubspot company , an undeniable technology base is known that sought to streamline the day-to-day of all the processes of the Online Marketing teams.
And it is that Inbound Marketing is about various marketing methods such as website management, content creation, SEO , email marketing, social media management, web analytics, traffic traction through pay techniques. -per-click (PPC) and social ads, among others.
However, automation is only one part of Inbound Marketing, since the great purpose of this methodology is to attract potential clients to become part of your contact base and increase sales opportunities.
Therefore, the most important examples of automation are lead nurturing and lead scoring, fundamental procedures for transmitting the benefits of a product or service to users at the right time.
The lead scoring and lead nurturing are not contrary, but rather complementary to reach efficiency in your online marketing processes to achieve the targets in the given time and resources with which it has from the outset.
The efficiency of content marketing
Over the years, many companies have proven the efficiency of content marketing to achieve their objectives, as it facilitates the customer buying process.
One of the fundamental platforms for B2B Marketing is LinkedIn , since it is not a secret for anyone that this professional social network manages to share corporate content that is in favor of networking with other specialists in the sector, so it is smart to get the most out of it. benefits.
However, there are some tips that will help you boost the efficiency of content marketing for your business:
Create content that helps your contacts
To achieve Marketing efficiency it is necessary that you know your Buyer Personas in depth, what their habits and behaviors are, and what elements are of interest to them.
It is also good to think about the content, so that it is exactly what your ideal customers want to see and create the information based on this.
Boost your profile on LinkedIn
Many professionals and companies already have a profile on this platform, in addition to using the application.
Therefore, it is necessary not only the power of the profile, but also the strategic publication of corporate content, creating alerts and publishing at the correct times to improve reach.
Think mobile devices
According to a 2019 study by Statista , there are 4.68 billion mobile users in the world; Consequently, consider that you should make mobile versions of all the content that you generate for your brand.
On LinkedIn, take into account that there are thousands of professionals who connect through their smartphones, so if your content is more visual than just text, it will be much better and more mobile-friendly.
Achievement of sales goals with efficient and effective marketing
Regarding the meanings of efficiency and effectiveness, we understand that these concepts describe the performance of a business process, so both variables help you to identify which are the measures that will allow you to evaluate your digital marketing.
We need efficiency as a measure for marketing tasks and business processes, and to know if it is shortening resources or time to achieve its objectives.
So if a company keeps its Marketing costs low, there will be no efficiency to increase conversion rates and lower acquisition costs.
Therefore, common efficiency goals are:
Percentage of clicks on ads.
Pages per visit.
Number of frequent visits.
Customer actions in emails or Social Media.
On the other hand, effectiveness in Digital Marketing describes the objectives set, so the goals that can be mentioned are:
Income or target value per visit.
Audience number compared to the competition.
Number of items.
Percentage of subscribers / followers.
Customer life cycle value.
Customer satisfaction through the total site.
In conclusion, efficiency and effectiveness are the keys to achieving successful management of any type of business, and web analytics are part of the efficiency in achieving objectives.
Therefore, the internal process of your organization evokes efficiency while the value of the vision that the customer has of the business is contemplated for effectiveness.
Both aspects are applicable to achieve the results you have wanted from the beginning, based on real goals.