You're facing skeptical stakeholders. How do you convince them of the value of data-driven SEM strategies?
Facing skeptical stakeholders requires a mix of data and diplomacy. To sway them towards embracing data-driven Search Engine Marketing (SEM) strategies, consider these steps:
- Demonstrate past successes. Use case studies that show how SEM has positively impacted similar businesses.
- Translate data into revenue. Highlight how data-driven decisions can lead to increased ROI and reduced wasted ad spend.
- Offer a trial period. Suggest implementing SEM strategies for a short time to measure tangible results.
What strategies have you found effective in persuading stakeholders? Share your experiences.
You're facing skeptical stakeholders. How do you convince them of the value of data-driven SEM strategies?
Facing skeptical stakeholders requires a mix of data and diplomacy. To sway them towards embracing data-driven Search Engine Marketing (SEM) strategies, consider these steps:
- Demonstrate past successes. Use case studies that show how SEM has positively impacted similar businesses.
- Translate data into revenue. Highlight how data-driven decisions can lead to increased ROI and reduced wasted ad spend.
- Offer a trial period. Suggest implementing SEM strategies for a short time to measure tangible results.
What strategies have you found effective in persuading stakeholders? Share your experiences.
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Run a test for them and show proof. Set it up right because in most cases it was tested prior with either too small a budget or not the right settings. Test with different types of business models, verticals, size of client so that you can prove it works and it works for everyone.
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Present Clear Data: Showcase case studies and examples of successful SEM campaigns. Highlight ROI: Explain how data-driven SEM directly boosts conversions and revenue. Demonstrate Targeting Precision: Highlight how SEM efficiently targets specific audiences. Use Projections: Provide data-backed forecasts to illustrate potential outcomes. Address Concerns: Listen to stakeholder objections and respond with evidence-based solutions. Show Incremental Wins: Emphasize the capability to track, test, and optimize for ongoing improvement.
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Stakeholders are by nature invested in the success of a business. - First and foremost understand their POV, define what success means for them, and identify metrics that are aligned with the overarching business goal - this may not always be revenue. - Then ensure the sanctity of your measurement solutions. In a world full of diverse attribution models and faulty reporting solutions, define your source of truth. Your options range from simple balance sheets to complex global ERPs, and every system in between (ecommerce platform/GA4/Northbeam/etc…). - Lastly, ensure your channel metrics for SEM (or social/retail media) seamlessly tie back to the business goal. When data driven strategies make business sense, you get buy in. Good luck!
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Basado en mi experiencia, a la hora de debatir cualquier punto de vista ante una situación, los datos son un aval fundamental, ya que de lo contrario serían opiniones o suposiciones. A la hora de estar en una situación como esta, es necesario que esas personas vean el verdadero beneficio más allá del cumplimiento de los objetivos. Para ello es necesario que aportes datos de como es su situación actual y como está afectando al logro de los objetivos planteados. Posteriormente, explicar la estrategia planteada en función de los beneficios para el negocio y el logro de los objetivos. 😁👍
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Align with Business Objectives Connect SEM efforts directly to overarching business goals: Illustrate how SEM campaigns can drive key performance indicators like sales, lead generation, or brand awareness. Explain how data-driven strategies allow for agile adjustments to meet changing business priorities.
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