One place organizations can start, is simply looking online using Google Analytics to get a baseline read of their website visitors. Yes, this is basic information, but (believe it or not) there are organizations that are either not doing this simple step or do not give much weight to the online statistics because they don't believe the information is meaningful.
Jim Connolly, CEO of Ellis Medicine
Jim Connolly, CEO of Ellis Medicine in upstate New York, calls online stats "invaluable."
"It's easier to track marketing if your objective is to drive people to your website, because then I can track how many people have visited the website and how much time they're spending on it," he says. "That gives us a real indication of who was attracted to us and what they were looking for."
Connolly, however, also recognizes that there are obstacles to moving marketing closer to the boardroom. He says the expense can be a roadblock, as well as the time it may take. For example, getting approval for a $15,000 marketing campaign will always be easier than one costing more. If a marketing campaign requires a lot of engagement from leadership, however, it may be a hard sell.
The big hurdle to overcome may be just getting the C-suite to agree that the organization needs to be communicating with the service area.
"You've got to feel that there's something important about getting your message out," says Connolly, otherwise any campaign, even a small one, will be a hard sell.