5 Things Not to Say to Your Digital Marketing Manager

Author Emma Knightley

One of the biggest challenges for many people in digital roles is they weren't necessarily intending to wind up working in digital marketing. There is a highly diverse mix of people that make up digital marketing departments. Often, there isn't even a digital marketing department per se. 

Regardless of what your digital marketing situation looks like, there is one thing you can be certain of: If you want to be successful and remain a member of that elite, highly talented team, then you should never utter any of the following words to your Digital Marketing Manager.

1. We’re out of money

We’re out of money

This situation is often a given in digital marketing departments where the higher-ups fail to see the need for digital marketing. It’s hard to imagine in today’s digital world, but low budgets for digital marketing still exist. Instead of worrying about being out of money, a better approach might be to watch your spending.

It’s easy to lose track of spending, especially when you are using things such as pay per click in your strategy.

Here are a few ways to manage your spending more effectively:

  • Make sure you understand how PPC budgets work to get the most bang for your buck.
  • Get creative with your content making sure that you effectively repurposing it across all of your channels.
  • Use your in-house resources to provide content, talk to the experts in each area of the business, and leverage knowledge that will be helpful to your customers.
  • Don’t be afraid to look for influencers who might be willing to push your brand for free.
  • Learn to research more effectively for things such as free images and video to create posts and memes.
  • Get to understand analytics better so you can make knowledgeable recommendations on where best to spend your limited ad dollars.
  • Make sure you are using the right targets for ads, so you don't waste time and money.

2. Are you sure you want to go with PPC?

This one could not only tick your manager off, but it might also make them rethink why they hired you in the first place. According to Blue Corona, for every $1 spent on Google Ads, a company generates $2 and 63% of people said they would happily click a Google ad. PPC ads bring in close to 50% more conversions than organic traffic.

So how can this be? PPC has a huge learning curve, and it takes a lot of time and effort to get it right. It requires keen insight and a lot of time to make sure things are going as they should. If no one in the department gets PPC, raise your hand and offer to become the expert. Taking a course is not a bad idea, and you will greatly improve your marketability when it comes time to make a career move. 

3. Something must be wrong with our Facebook Chatbot

Something must be wrong with our Facebook Chatbot.

There are more ways than ever to communicate with customers and find leads. Many people have benefitted from using Facebook's chatbot. It may work for you as well, but first, you’ll want to understand exactly how it can help you and how to get the most of it.

First and foremost, it only works when you are answering all the messages it generates. This can be done live, but there are other ways to make it more effective.

You can add a widget to your website so people can chat with you. The widget can keep track of and store those messages, as well as help you answer. Messenger chatbots also allow you to auto-respond, so you don’t have to be worried about falling asleep at the switch. This can allow you to capture leads and force them into the next step of the conversion funnel.

Messenger marketing known as chat blasts also outdoes email marketers with open rates as high as 70% to 80% compared to just 5% to 10% for email. So put that in your digital marketing pipe and smoke it.

4. I don’t think we’re doing so well on our campaign

Says who? If you don’t know how to use analytics properly, you are dead in the water. You better make sure you know how to prove you are failing, or show you are succeeding when it comes to digital marketing.

There is plenty of free analytics tools, and you should know some inside and out. Your boss doesn't have time to worry about it but will surely be in the mood to ask you how things are going someday.

According to Digitalist Magazine, analytics offers the following benefits:

  • Keyword insight to help drive traffic to your site
  • Insight into how your customers think when they shop or search
  • What channels you should be dedicating more time and money to
  • The quality of the pages on your site and channels and how they are working to get people further towards the end of their customer journey
  • Key insight into trends that are keeping people with you and sending them away

5. Looks like we’re going to miss our lead targets—again

Looks like we’re going to miss our lead targets—again

This phrase is probably the worst thing you can say because it eats into your bottom line. As digital marketers, you need to harness the most successful digital techniques available for lead generation, including:

  • Gated content: Gated content generates between 19% and 45% conversions according to Unbounce. Create heavy duty white papers and eBooks that people have to request in order to access. That process collects email addresses for sales leads while helping to establish expertise. Larger, higher-quality content such as this can also be made into bite-size pieces to repurpose for other content.
  • Paid campaigns: If you aren’t one of the unlucky ones uttering words about budget issues, a PPC campaign on a professional channel like LinkedIn is a great option for B2B leads. According to HubSpot, 65% of B2B companies gain new customers using LinkedIn paid ads.
Emma Knightley