Online marketing professionals and business executives may have different lexicons that can impact companies’ efficiency, as they may not understand each others the way efficient teams should. The difference lies in how to convey marketing topics to an executive audience for success. In this article, we show how to communicate marketing results into financial talk for a better communication efficiency within companies.
Marketing-oriented presentations are not easy to grasp
Misunderstandings between marketing professionals and board of directors are a recurrent problem in companies. Saying web traffic is going up and CPC (cost per click) is decreasing doesn’t mean much for executives, as they are unsure how it may contribute to the company financial success. As a result, they may not pay attention to the important marketing data conveyed and, decide not to invest further into crucial SEO strategies marketers require.
Know what executives focus on and translate marketing into business language
One solution is to learn what business executives care about and adapt marketing jargon into financial language. Instead of pointing out web traffic and other online metrics earlier mentioned, one can say that cost to acquire a new customer (CAC in financial “language”) decreased (CPC in marketing “language) because of the way the company has been communicating in social media. Therefore, in order to decrease CAC further, more investment on the company’s social network strategy is needed.
This solution creates common understanding and interest so that business executives can positively contribute, get immediate feedback and value marketing professionals. It is crucial for marketers to turn marketing contents into a comprehensive business executive approach such as projects, costs and ROIs to get the Board of Directors’ attention.
Turning marketing data into comprehensive business language is also useful for recruiting online talents companies need. Rather than saying that one needs to hire a SEO professional to optimize search engine traffic and lower CPC, one could just say that the cost to acquire a new customer is too excessive, meaning that the company is paying too much in getting new customers because of expensive online ads that aren’t efficient enough. Then, in closing statement, telling the Board of Directors that recruiting a SEO analyst will enable the company to outrank competitors on specific keywords, increase CLTV (Customer Life Time Value) and lower CAC. As a result of this “translation”, business executives are more likely to accept any marketer’s reasonable request.
Changing words but keeping the same ideas can help marketers make their points and efficiently business executives understand them for and lead companies to success.
