When can I expect to see results?
As someone who specializes in creating digital advertising roadmaps for businesses, I often hear a refrain common to the more traditional use of a roadmap: “How long will it take to get there?” Before undertaking the digital marketing journey, clients are curious to know how long it will take to see the results they’re seeking, and my response is one that people always love: “It depends.”
I know, that’s the most annoying answer in the world, but it’s true.
Digital advertising involves many variables, each of which could impact the timeline for seeing results.
These variables include:
Budget. How much are you able to set aside for your online advertising? While I can do quite a lot with a limited budget, the truth is that digital marketing is a pay-to-play environment. The more we can pay, the more we can play. With that said, I always tailor your budget to your goals so we’re not overspending on unnecessary advertising that may not get you closer to your destination.
Objectives. My approach to advertising is centered on the marketing funnel, a strategy that emphasizes gradually priming prospects for conversion through intentional targeting, timing, and messaging. If your aim is to get your brand’s name in front of as many people as possible, we can start seeing results immediately. If you’re looking to increase online sales, we need to encourage an audience to warm up to us through awareness, education, and consideration before you can expect to see a significant boost. This process can take anywhere from several weeks to several months depending on your business and target market. Which brings us to…
Audience. With massive user bases in the range of the billions, social media offers you the chance to connect with just about any customer profile you can think of. But if your target audience is niche, it may be a little trickier to track them down. For example, if you’re simply trying to advertise to women who live in your state, these easily identified data points will yield a large audience, which increases the likelihood that at any given point, a significant portion of this market is online and susceptible to your advertising. By contrast, if you’re targeting women within a 10-mile radius with college-aged children who have indicated an interest in gardening, you’re dealing with a much smaller audience. Consequently, you can expect your ads to take longer and to spend more to connect with your ideal prospects.
Product. Related to your target audience is the product or service you’re promoting. While your advertising’s impact is obviously correlated to ensuring your product is reaching people who may be interested in buying it, you also have to consider how much you’re asking of your prospective customer. If you’re selling something inexpensive like a t-shirt, you can expect the marketing funnel and lead time to be much shorter than if you’re trying to sell them on a year-long $100/month subscription service.
Once we’ve established your budget, your objectives, the products or services you’re promoting, your audience, and the channels we’ll use to reach them, then we can start chatting about when you can potentially expect to see results. This foundation of common understanding not only helps to inform a robust strategy for your advertising, but it also ensures that we’re on the same page in terms of where we are, where we’re headed, and what we hope the destination will look like.
Need a navigator for your digital roadmap? I’d love to help you chart your course. Reach out today to schedule a consultation.