Even with organizations everywhere tightening their marketing budgets, 44% plan to increase their performance marketing budget this year. Why? It delivers positive results for audience targeting, personalization, SEO programs, ROI, and so much more, according to a report from Wunderkind.
Why Performance Marketing Delivers Results for More Than Your Client’s SEO Program
What is Performance Marketing?
Before we dive into how performance marketing can benefit your SEO program, ROI, etc., let’s go over the basics. According to an article by Simplilearn, “Performance marketing refers to a form of digital marketing in which brands only pay marketing service providers after their business objectives have been met or when specific actions have been taken, such as a click, sale, or lead. In other words, it is performance-based marketing.” So, basically, when your client makes money because of your marketing efforts, you get paid. And if you have confidence in the ads and marketing services you’re providing, it’s a good way to earn the trust and business of your clients, as well.
The Benefits of Performance Marketing
Appealing to Target Audiences
According to Wunderkind, 3/5 marketing executives say that ever-changing consumer expectations result in the most significant challenge they face. With consumer preferences constantly changing and the deprecation of cookies, your client may be at a loss for how to keep up with:
- Personalizing their website and ad experiences
- What products/services consumers are particularly interested in
- Which demographics are visiting their site the most
- How to reach out to website visitors who don’t end up buying anything
Your client needs new ways to collect reliable data. That’s where you come in.
It’s your job to keep up to date with the latest consumer trends and marketing technology. You can include access to that data and know-how as a part of your performance marketing offering. If your data collection and consumer data get results, everyone wins.
Want some help collecting the latest consumer data on your client’s target audience? Look up their profile on AudienceSCAN on AdMall by SalesFuel. There, you’ll find:
- What types of ad media they took action after seeing/hearing within the last year
- Demographic information
- What they plan to purchase within the next year
- How they want their purchases to make them feel
- So much more
You know what else that consumer data can benefit? Your client’s SEO program. Knowing what your client’s target audience is looking for and why they want it gives you a ton of data to put toward keywords across your client’s website and ads.
Budgets are tight right now. According to Wunderkind, 65% of marketers say that their lack of budget is negatively impacting their paid ad strategy. And on top of it all, 40% of marketing leaders say that they have to meet with their financial departments more often to justify the limited budgets they currently possess. If they have to cut their budgets even more, one of the first things to go will probably be their partnerships with agencies. That is, unless those agencies offer performance marketing.
Like we discussed in the 'What is Performance Marketing' section of this blog, performance marketing guarantees results for your client’s money. “During these uncertain financial times, performance marketing can provide dependable solutions for driving revenue,” says Wunderkind. “When marketers leverage data, analytics, and a strong understanding of consumer, they can tailor their performance marketing to ensure they receive the greatest return and make the most out of their tightening budget. Optimizing spend through performance marketing allows marketers to appease their financial teams while also hitting their marketing goals.”
It's time to let your client know how your performance marketing can help improve their SEO program, ROI, personalization and more.
Photo by UX Indonesia