Rant: la palabra "P"

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Los grandes especialistas en marketing disfrutan hablando de Retorno de la Inversión. Yesterday, I attended a meeting with a real estate company who had some challenges with their web strategy. Their brochure site wasn’t driving too many leads and they were spending quite a bit of money on a number of external programs to drive leads into their sales funnel. The problem that we identified was that they were paying for all of those companies to compete with them online.

Driving backwards from their lead conversion rate and revenue per close, we helped visualize what kind of impact an overall online marketing strategy could do to drive the cost per lead down, increase the number of leads, and reduce their dependency on third-parties. It’s not an overnight process – it requires momentum and a long-term strategy to make the transition. That seems to often be a challenge with companies addicted to third-party lead sources.

They were very happy with the meeting and we’ll soon follow up on next steps. As I was speaking to a colleage about it, though, I couldn’t help but think that all this talk of investment, return on investment, marketing expenditures, advertising costs… it all draws on a single strategy. In order to develop a marketing budget, you have to increase profits for a company.

Más tarde, estaba leyendo en una conversación social sobre cómo las empresas solo se preocupan por beneficios. I don’t agree at all. 99% of the companies we have worked with – from large public companies to the smallest startups – measured profit but it was rarely their measure of success. In fact, customer acquisition, customer retention, employee turnover, authority, trust, and market share have always been highest on the radar as we’ve talked about assisting companies. I’ve honestly never had a company approach me and say that necesitamos aumentar las ganancias, ¿cómo puede ayudar?

That said, it’s upsetting that the “P” word has become one that is whispered rather than shouted from the loudest mountain. Profit is not synonymous with greed. Profits are what enable companies to hire, enable companies to grow, enable companies to invest in research and development, and – ultimately – profits are what corporations are taxed on. In other words, the higher the profit margin for a company, the better it is for our overall economy. Higher profits generate higher tax revenues to support our poorest citizens. Higher profits enable companies like mine to grow and enable opportunity for advancement and employment for those looking for a job or seeking to advance.

La codicia es cuando las empresas acumulan riqueza a expensas de sus empleados, clientes y la sociedad. Las empresas altamente rentables que conozco pagan bien a sus empleados, continúan mejorando la experiencia de sus clientes e invierten y donan mucho a la sociedad. Y lo hacen mediante la acumulación voluntaria de riqueza, no tomándola.

I don’t think we should be quiet about marketing and its impact on profit. I think we should celebrate profit… the bigger, the better. And we shouldn’t be seeking ways to minimize it through taxes and regulation. It’s counterintuitive.

Here’s to increasing your profits and your profit margin!

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