Companies are aware that their brand is a critical asset in determining the value of their firm. The more that clients, employees, and investors value your brand, the better chance you will have to grow sales, attract quality employees and have access to low-cost capital.
Your digital assets, including your website and social media sites, play an important role in your branding. In fact, in today’s world, many would argue the most important role. The content you create for your website and content you distribute through social media are important long-term assets and need to be treated accordingly.
The consistency and longevity of your success will be dependent on the ongoing quality of your digital assets. To maintain this quality, you must invest in your digital assets when you can so that they continue to increase in value. Making these investments will pay dividends now and, more importantly, in the future when it may be more difficult to make such investments.
Digital marketing and website development for B2B companies have come of age while the economy emerged from the economic crisis of 2008-09. During that time, most companies’ top priority was to generate leads and close sales. As a result, investing in digital assets has been sold as a means to more effectively generate sales leads and to nurture those leads during the sales process. These investments have proven to be quite effective in achieving these goals.
With the economy picking up steam and lead generation no longer a top pain point, some may believe that there is no need to continue investing in their digital marketing infrastructure. While there are a different set of priorities during growth, such as hiring new employees and making capital investments to handle the growth, your website and other digital assets remain important to your long-term vitality and need to receive continued investment.
Now Is the Time to Catch Up
If you have under-invested in your digital marketing infrastructure to date, now is the time to catch up. With new priorities rising to the top of the “must-do” list, many companies believe they don’t have the time to implement upgrades to their digital presence. They often don’t realize that by leveraging the talent pool of a digital agency, they can make digital investments with terrific ROIs without the need to invest a lot of their own time.
Additionally, by implementing marketing automation, they will increase the productivity of the sales and marketing staff which often is not considered when calculating economic returns from digital upgrades. However, these operating improvements in the marketing and sales process increase the ROI even higher. Just like all of your long-term assets, your digital assets must always be a priority and with the right partner. Time commitment should never be a reason to delay investment in the development of these assets.
With appropriate design, your digital assets can expand the recognition of your brand around the world, while also generating a tremendous amount of data on the visitors to your site. This data can be used not only by marketing but by sales, human resources, operations and management. Every day that you wait to invest in your digital assets, your company loses important opportunities to build brand value, attract talent, create and nurture long-term client relationships and gather important information on your website visitors. Invest in your website and digital assets while you can.