What’s our Market Size, Share & Growth Opportunity?
Your C-Suite wants to know how you are going to give them the answers.
Your C-Suite wants you to use this digital marketing tactic, but many marketers (and even agencies) don’t know how to pull it off. Here’s what they want:
C-suiters might not express this specifically, but you can bet that they want to identify these key factors:
- What is the size of our market?
- What is the business’ current market share?
- What will it take to win more market share?
- Is our Brand presence growing?
RankPower Ltd specialises in leveraging existing (or new) digital marketing performance data to reveal answers or insights into the questions posed above. But it’s not that simple.
How do we do pull that off?
Google Search (via organic and paid channels) has a few key revealing metrics available that, if you know how to find them, can indicate what’s happening in the market and how to effectively answer those questions.
It works because a steady percentage of users turn to Google (either intentionally or coincidentally) as part of their research and buying journey. And while that exact % figure isn’t certain, the fact that it’s only growing gradually means that relative predictability can be leveraged.
But conditions need to be met to be able to reveal these insights with any accuracy:
- Campaigns need to be segmented correctly.
- You might need to ignore some advice from Google too, as they have an active campaign to get businesses to leave performance decisions up to them.
- Ad targeting and bidding tactics need to be aligned.
- Budgets need to be appropriately distributed. A simple fixed monthly figure chosen arbitrarily probably won’t do.
- Advanced reporting capabilities must be in place – they are not standard parts of the Ads or organic platforms.
- Finally: you need to have a mindset and mandate to seize opportunities as they arise.
That last point is arguably the most important.
More success, greater market share, brand growth, these are not goals won with a “marketing is a cost” mindset. Marketing is always an investment.
My questions for you are:
Has your C-suite ever communicated anything like the points at the top of this post to you? And if not, do you think it’s worth asking them if that’s what they want? (I bet it is).
If it is, we’d like to talk with you about how we can partner towards those objectives.
I challenge you to ask this question and let us know what your feedback is.
Perry Bernard
perry.bernard@rankpower.com
