Staci Cretu Jun 27, 2017 2:00:00 PM 7 min read

How Marketing Positively Impacts the Bottom Line of Any Business

Wondering how your marketing efforts impact your business?

While marketing might lack the tangible properties shared by other operations within an organization like manufacturing or distribution, its impact on the bottom line is just as relevant and important. In fact, marketing efforts are too often viewed as a sunk cost to a company rather than the dynamic, communicative and crucial link to the consumer base that it represents. Simply put, through a variety of ways, marketing has both direct and indirect impact on the bottom line that develops a brand, solidifies the current customer base while also expanding it to promote the growth needed to ensure the future viability of the entire company.

Marketing Finds Your Voice

Given the density of the digital landscape, an organization needs to find a strong, appealing and engaging voice to cut through all of the background noise. Establishing a strong brand develops a bond with an audience, sometimes even at an emotional level, and that brand recognition is most often fostered by marketing strategies.

Although it might seem so obvious that it’s commonplace, in reality, the marketing process is anything but common. A strong marketing campaign differentiates your organization from the competition, providing ROI that directly impacts your bottom line. A clear, concise and effective message instills the level of engagement that leads to higher conversion rates that ultimately generate revenue.

None of this would be possible without the brand presence established by a company’s marketing efforts. The strongest brands develop a sense of trust and reliability with a customer base, something that is best served by a campaign that extolls the virtues of an organization’s mission, strengths and core competencies that distinguish it from the pack.

Expand Your Reach, Expand Your Customer Base

Once again harkening back to the scope of the digital marketplace, the countless distribution channels and splintered audience can be a confusing ocean of possibilities without a marketing strategy to help a company navigate the murky waters. An efficient, effective marketing campaign can match the proper assets with the proper distribution channels to find the best combination to maximize impact.

Perhaps even more importantly, with the advent of automation technologies and intelligent software, marketing strategies can even deploy a message at the most opportune time in a sales cycle. In short, the best marketing campaigns utilize the many different channels in the modern marketplace, ranging from social media and SMS to email and onsite content, to distribute a message in the most efficient manner possible, extending a company’s reach and, therefore, expanding its potential customer base. A larger customer footprint provides the possibility of higher sales that benefit the entire organization.

Finding ROI in Your Marketing Campaign

Marketing is both art and science. It relies on creativity to produce engaging content that captures the spirit of a brand, the attention of an audience and a compelling call to action that transforms a message into sales. It also leverages technology and innovation to find the most efficient means of communicating that message to a customer base. Despite its somewhat intangible qualities, marketing strategies are absolutely crucial in providing companies the voice to separate themselves from the competition. Given the hyper-competitive nature of today’s marketplace, failure to do so jeopardizes the future stability and viability of the entire organization.

At Uncommon Works, we excel at helping you find the demonstrable ROI in your marketing efforts that positively impacts your bottom line. Whether it's strategy, creative development or automated tactics for the dynamic, digital market, our expertise helps your message convert to the sales that will help your company thrive well into the future.