Selling your marketing efforts to the C-suite can be tricky. Clear and concise communication is just the tip of the iceberg. You also have to build trust, and prove that your work has value.
We asked our chat participants how they sell their efforts up the chain, as well as how much time and energy they’re willing to invest in new platforms.
Here are the highlights from this week’s conversation. (Hit the links to jump straight to a specific question.)
- How do you sell your marketing efforts up the chain?
- Q1: Would you say your C-suite sees the value of marketing? What are the top questions they typically have for marketing?
- What is your C-suite asking you about your marketing? What are you doing to build trust with them?
- Q2: How much do you put into newer platforms like Periscope and Snapchat, vs. sticking with tried and true platforms?
How do you sell your marketing efforts up the chain?
@AptChat I put together a presentation showing the need for the program and how ‘this’ is the right solution. Use lots of numbers. #AptChat
— Ashley Olson (@ashleylynnolson) October 6, 2015
@ashleylynnolson Smart. What kinds of numbers do you focus on? #AptChat — Apartment Chat (@AptChat) October 6, 2015
@AptChat leads, traffic, leases as well as reputation score and engagement. #AptChat
— Ashley Olson (@ashleylynnolson) October 6, 2015
@ashleylynnolson Are you connecting ratings to conversion rates yet? Seen a significant correlation there? #AptChat — Apartment Chat (@AptChat) October 6, 2015
@AptChat haven’t found the formula yet but we know there is a definite correlation with leases and reputation scores. #AptChat
— Ashley Olson (@ashleylynnolson) October 6, 2015
Would you say your C-suite sees the value of marketing? What are the top questions they typically have for marketing?
A1: Most do. Some don’t. You have to show ROI in everything you do! #aptchat — Danielle C. Noel (@daniellecnoel) October 6, 2015
@daniellecnoel What can marketers do to better hone in on ROI? Seems like we’re still pretty focused on CPLead & CPLease. #AptChat
— Apartment Chat (@AptChat) October 6, 2015
@AptChat Agreed. I think also looking at engagement and proving SM and ORM for example are worth it! #AptChat — Danielle C. Noel (@daniellecnoel) October 6, 2015
What is your C-suite asking you about your marketing? What are you doing to build trust with them?
Good Morning! My C-suite loves to hear Marketing spend & are more interested in days vacant/vacancy loss. #aptchat
— Holli Beckman (@Apartmentalist) October 6, 2015
@Apartmentalist Vacancy Loss was huge with my last company! Always asked “how are we marketing that unit specifically?” #aptchat — Danielle C. Noel (@daniellecnoel) October 6, 2015
@daniellecnoel Seems to make the case for much more targeted marketing … ppc, unit-specific photos/videos, etc. Would you agree? #AptChat
— Apartment Chat (@AptChat) October 6, 2015
@AptChat yes!! But onsite teams “don’t have time” often and it would be so hard for corporate to do! #aptchat — Danielle C. Noel (@daniellecnoel) October 6, 2015
@daniellecnoel So turn Q1 around … how do you sell marketing/advertising to the onsite teams that are pulled in 100 directions? #AptChat
— Apartment Chat (@AptChat) October 6, 2015
@AptChat @daniellecnoel show them how it drives traffic which they can turn into leases and make commissions! #AptChat — Ashley Olson (@ashleylynnolson) October 6, 2015
How much do you put into newer platforms like Periscope and Snapchat, vs. sticking with tried and true platforms?
A2. I believe in tried & *proved*-but we are always testing new stuff-we take the time to set up the follow up and proper CTAs 1st #aptchat
— Holli Beckman (@Apartmentalist) October 6, 2015
A2: I don’t see the value in snapchat or periscope yet. Having the Geo-filters would be cool but at 450-750k/day – no thank you. #AptChat — Ashley Olson (@ashleylynnolson) October 6, 2015
@ashleylynnolson I keep seeing snapchat referenced as “the must have” SM site, and I don’t get it. It feels spammy for marketing. #AptChat
— Khara (@leftnwrite08) October 6, 2015
@30lines @leftnwrite08 isn’t like any other social advertising, you have to find the right content and the right moment, right? #aptchat — Holli Beckman (@Apartmentalist) October 6, 2015
Our next #AptChat will be Tuesday, October 13, 2015 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!