PLAY “Socratically Convey Value to Higher-Ups”

The Value of Digital Marketing: Let’s Figure It Out Together

“Do you ever feel like no one really gets what you do?”

Maybe your boss thinks you’re just “posting on social,” or the sales team sees you as the magic lead generator, or your friends at the bar say, “Wait, you get paid for that?” Sound familiar?

Why is it so hard to explain digital marketing? Let’s figure it out together.

Why Do People Misunderstand What You Do?

Let’s start with this: why do you think people don’t get your job?

Is it because digital marketing is… well, complicated? Think about it: how would you explain concepts like SEO, A/B testing, or CTR optimization to someone who’s never touched Google Analytics? And then there’s the fact that a lot of what we do—brand awareness, audience nurturing, long-term strategies—doesn’t have a simple, “Look! Here’s a thing I made” output.

So, if the value of your work isn’t obvious to others, how can you make it clear?

What’s the Best Way to Prove Your Value?

Let’s imagine you’re at a job interview. Or maybe you’re gearing up to ask for a raise. How do you show your worth? What’s your strategy?

1. What If You Started With Numbers?

Think about the last campaign you ran. How much did it cost? What were the results?

Would it sound stronger if you said, “I ran a PPC campaign,” or if you said:
“I launched a PPC campaign that brought in $250,000 in revenue with a 10x ROI.”

Numbers are powerful. They’re universal. They make your work undeniable.

• Did your SEO strategy increase organic traffic? By how much?
• Did you reduce customer acquisition costs? By what percentage?
• How many leads did you generate, and how did that impact sales?

If you don’t have these numbers, could that be a place to start? Tracking them now could make a huge difference later.

2. What If You Told a Story?

Data is great, but what if you paired it with a story?

Think back: was there a moment when you solved a big problem at work? Maybe the company’s social engagement was tanking, or the cost per click on ads was spiraling out of control.

What did you do about it? For example:

• “When I noticed our CPC was skyrocketing, I reworked the targeting strategy and saved the company $30,000 in ad spend over six months.”

Would sharing a story like that make your impact feel more real to someone?

3. Could Visuals Help?

How do you feel when someone shows you a graph or chart instead of rattling off numbers? Does it stick with you more?

What if you created visuals for your own work?

• A chart showing how website traffic grew after your SEO efforts.
• A bar graph comparing sales before and after your email campaigns.
• A slide summarizing the ROI of your last project.

Would seeing your results make it easier for someone to understand—and appreciate—what you do?

Why Is Adaptability So Valuable?

Let me ask you this: how often does the digital landscape change?

Every year? Every month? Every day?

Take AI as an example. In 2023, marketers using AI tools reported a 70% increase in campaign efficiency. Platforms like Instagram and Facebook constantly tweak their algorithms, and consumer behavior evolves just as quickly.

How do you keep up? Do you stay ahead of trends? Could you use that adaptability to show your value? For instance:

• “When AI tools became mainstream, I integrated them into our workflows, cutting campaign planning time by 50%.”

If you’re already adapting, how could you make that a selling point in your career?

How Do You Advocate for Yourself?

When you ask for a raise or promotion, what’s your approach? Do you simply hope your boss notices your work, or do you actively make your case?

1. Do You Align With Business Goals?

Imagine this: your company wants to grow revenue by 20% this year. How does your work contribute? Have you thought about presenting it like this?

• “Over the past year, I managed campaigns that drove $500,000 in new revenue—accounting for 15% of the company’s growth.”

Would showing how your work ties directly to the company’s goals make your pitch stronger?

2. Do You Build a Business Case?

Think about this: when you create a campaign, you focus on the audience, the message, and the results. Could you take that same approach to pitch yourself?

What’s your value proposition?

• What have you achieved?
• What problems have you solved?
• What could you achieve with more resources or a higher position?

For example:

• “In the past year, I’ve run campaigns that brought in $1.2 million in revenue. With additional team support, I believe we could scale this to $2 million.”

Doesn’t that sound like a strong argument?

What’s the Takeaway?

Let’s step back for a moment. What’s the big question we’re asking here?

It’s this: How do you make people see the value in what you do?

And maybe the answer is simple:

• Track your impact. Numbers don’t lie.
• Tell your story. People connect with examples and narratives.
• Be proactive. Don’t wait for recognition—make your case.

What would happen if you tried these approaches? Could they change the way people see your work—and the way you see yourself?