There is so much focus in today’s world on ROI, value for money and squeezing more out of less. We’ve seen it with recessions where businesses are understaffed but working harder than ever, as well as it being an emerging trait amongst us all in relation to anything from buying our food for the week to using B2B corporate services. 

The truth is, in many of these instances it is the strategy and the goals you want to achieve that are the keys to how effective you are at getting value for money, and ultimately achieving those goals. The same has never been truer than with digital marketing right now. Aligning digital marketing with business goals & objectives is the pivotal key to squeezing value for money, improving ROI and creating a smooth but prolific sales and marketing machine.

Aligning digital marketing with business goals makes sense

The sad thing about this making sense is that nearly everyone believes that their digital marketing is on track, in terms of strategy. But when facts come to the fore, can you really say that everything you do with your digital marketing budget and efforts is contributing to achieving the business goals and objectives?

In recruitment, how many blog posts are published facing candidates and the content this specific market wants and needs? I’ve seen a great deal of companies outweighing client facing content with candidate facing content. The reality is that most recruiters now are overwhelmed with candidates, and actually need new clients to place them in and bring in more cash flow into the business.

The point is with this example, creating a ton of candidate content is great for maintaining relations with your talent pool but it’s not helping you win clients.

Tackle problems head on

This applies to both your own digital marketing and also the problems of your buyer persona.


A lot of the time, businesses and their marketing teams are worried about social media following and audience size, or the number of people on their email list, maybe even website traffic. That’s fine but the real route to business-winning marketing is establishing which channels are most effective for contacting your buyer personas and also attracting them to you.

If that is email marketing then worry about growing your email list. If it’s HR teams looking to get help with bringing in the candidates into job vacancies they have, is it LinkedIn? If so, how are you and the sales team working on social selling and reaching those people?

Focus clearly on the direct route to reaching your perfect customer in the channel or place that is most convenient for them and works for you.


The key to creating killer content that sucks people to your site from Google and creates a buzz on social media is solving pain-point problems your buyer persona deals with every day. There are other ways to attract people to you that are more focused around entertaining them, rather than getting straight down to the problems they face and how to solve them. I like to create a blend of entertaining content with problem solving, or value adding as the phrase is commonly known.

This way you are already beginning to tell your buyer persona that you as a business and those who share the content on social media are right on the spot when it comes to helping them out. You know how to help them, make their lives easier and solving their problems.

In the real world, people come out of meetings being asked to do something and they need to work out the answer. As soon as they sit at their desk they hit Google, and search the crudest keyword search for “How to…”. That’s when you have to be there in perfect place with long-tail blog posts, entertaining video content on the topic and capturing the attention of the person you want to speak to in the end. Fluffy titles like “Why … is important” may get good traffic and engagement but the question I ask is who is engaging with it and reading it? If it’s not the right people who you need to be linked to, marks aren’t 10/10 in my book.

Who can deliver the strategy

As I mentioned at the beginning of this post, the strategy is the absolute key to aligning digital marketing with business goals & objectives. In fact, there is almost no hope of aligning digital marketing with business goals & objectives with the wrong strategy or focus not paid in majority to the right channels and medium your buyer persona needs it to be in (in order for them to enter your sales funnel and convert).

This means you do need to sit down as a board of directors or senior management team and realise and clarify where exactly the winning route lays. What is the most realistic route to success you can take?

As soon as you know this the marketing team and the sales team have to work totally in unison and in alignment so that marketing understand what is needed to make a sale (and who to sell to) so that the sales team can bring home the bacon. Only then will your truly push towards achieving your goals and growing as a business, or closing in on your exit goals.

Who can deliver day to day

The starting steps need to be made by the senior management team and directors working with the most senior marketing person or people, but they, in reality, will have less to do with the day to day work than others will. Of course, the sales people will be heavily involved as they should be day to day in reaching out to your buyer personas.

The marketing team is the key, they need to be sat down and work must be delegated cleverly. Delegate content creation responsibilities with deadlines that must be adhered to, and make sure other members of the team are involved on this. It is actually the salespeople and the senior management who will have the industry know-how and buyer persona relationship experience more over the marketing people.

Next, focus clearly on the channels you establish as the key route to contacting and relationship building with your prospects. If it’s email, pick your times and dates when you will email your list and focus on growing it with pop-ups on your website and developing the content in your emails. Make them as value add-focused as possible and people will have a better reason to sign up, or at least you can market it much easier.

And lastly, a weekly check-in is very handy I always find. Either on a Monday morning or a Friday afternoon (sometimes both) I like to recap what has been done and what needs to be done in order to get us to where we need to go and be.