How to Get the Most Out of Your Advertising, Marketing and Promotions Software

As with most things in life, when it comes to your marketing and advertising software, what you get out depends on what you put in. Knowing what you want to get out of your software platforms is the most effective way to make sure you actually get the software that’s right for you. Understand Your Clients’ Goals Know what you want to achieve with your marketing agency; software choices should be based on your/your clients’ goals. If the goal is greater engagement or reach over social for your clients, that’s going to dictate a different set of tools compared to driving new business for your agency. Some platforms offer solutions to help you meet several goals with one purchase. These can be effective, especially for agencies with an eye on expenditures, but non-specialist tools often lack the firepower needed to do a specialist’s job. There’s a reason Adobe PhotoShop and MicroSoft Paint don’t cost the same amount, and you’ll probably find the tools with the steeper learning curve are generally the more powerful. Data Storytelling They say what gets measured is what gets done. In most software that means getting familiar with the reporting dashboard it provides. For agencies, understanding the measures that are important for your clients is essential to selecting the right tool. Reporting has become so important over the last 20 years that most platforms are developed with meaningful reporting built in. Clients don’t want to hear about activities, they want bottom line results that justify the money they’re spending with your agency. Unless you have a data scientist or a team capable of interpreting data, intuitive...
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