Table of Contents

Designing an effective incentive program for your marketing team can help boost motivation, drive better results, and align efforts with company goals. Experts at Plentive have researched and worked with marketing companies to give the best tips on creating an effective incentive plan for marketing agencies.

Creating Your Marketing Incentive Program

  • Begin by defining clear and measurable goals aligned with the company’s objectives.
  • Understand what motivates your employees by soliciting their input.
  • Choose relevant and achievable performance metrics that drive desired behaviors.
  • Tailor incentives to match employee preferences, whether through monetary rewards, additional time off, or professional development opportunities.
  • Maintain transparency by communicating the plan’s mechanics and progress regularly.
  • Ensure fairness and equality in distribution and consider the long-term impact of the incentives on both short-term results and overall company culture.
  • Regularly review and adjust the plan as needed, celebrating successes along the way to foster a motivated and engaged workforce. Keep reading for a more detailed description of how to create an incentive plan for your marketing team.

What is an incentive?

An incentive is a reward or benefit that is offered to encourage someone to do something. Incentives can be used in a variety of contexts, including business, education, and government.

Why use an incentive plan for a marketing agency?

Using an incentive plan for marketing agencies offers several benefits that can help improve productivity, efficiency, and overall performance within the organization.  A properly constructed incentive program can increase performance by up to 44%.  How would boosting the marketing team’s performance by 44% benefit your company??

Planning Your Marketing Incentive Program

  • Setting KPI’s Metrics, Targets or Goals

The key starting point of any incentive plan to reward employees is specific goals for each individual. All bonus payments need to be based on achieving these targets. Need help creating KPI’s?  Download our guide here.

  • Budgeting for the bonus

Start out by budgeting with the same amount you budgeted last year. Only increase with increased revenue/performance in the company. Be transparent in your method with your employees. Help them to understand when performance improves, so does their bonus. Consider implementing a bonus letter for more transparency. 

  • Metric Based Incentives (MBI)

Each employee should be incentivized to help achieve corporate, team and individual targets. Create a deck of MBIs that fit these criteria. Make sure the incentives are meaningful enough to drive improvement.

  • Employee Specific Scorecards

Create an employee specific scorecard by selecting basic MBIs relevant to their roles and responsibilities. Share the scorecard with your employees/team.

  • Feedback Results and Revisions

As your employees learn what it takes to increase their incentives, their performance will improve. Make revisions, if necessary, based on achieving the overall results you want.

Marketing Bonus Structure

Here are some steps on how to structure an incentive plan for your marketing team.

  1. Define your goals. 

What do you want to achieve with your incentive plan? Do you want to increase productivity, improve quality, or reduce costs? Once you know your goals, you can start to develop performance metrics that will measure progress.

2. Identify the performance metrics. 

What metrics will you use to measure employee performance? These could include things like production output, quality, safety, or customer satisfaction. It’s important to choose metrics that are relevant to your company’s goals and that can be easily measured. The Plentive software works with KPI’s. Learn how to create your own KPI’s here.

3. Determine the amount of the bonus. 

How much will you pay out in bonuses? This will depend on your company’s budget and the difficulty of the goals. You’ll also need to consider the size of the bonus relative to the employee’s base salary.

4. Set the frequency of bonus payments. 

How often will you pay out bonuses? This could be quarterly, annually, or even monthly. The frequency will depend on your company’s budget and the nature of the goals.

5. Communicate your incentive plan to employees. 

Make sure that employees understand the incentive plan and how they can earn bonuses. This will help to motivate them to achieve the goals and to understand how their performance is being measured. Transparency in a bonus plan is key.

Best Practices

  • Make sure the goals are achievable but challenging.
  • Set clear and measurable performance metrics.
  • Make the bonus plan fair and equitable.
  • Communicate the incentive plan to employees clearly and concisely.
  • Track performance and make adjustments to the plan as needed.

By following these steps, you can create an incentive plan that will motivate and reward your marketing agency and help you achieve your business goals.

Example Performance Metrics

  • Cost per acquisition (CPA): This metric measures how much it costs to acquire a new customer. It is calculated by dividing the total cost of a marketing campaign by the number of new customers acquired.
  • Customer lifetime value (CLV): This metric estimates the total amount of revenue a customer will generate over their lifetime. It is calculated by multiplying the average customer lifetime by the average customer purchase.
  • Return on investment (ROI): This metric measures the financial return on a marketing investment. It is calculated by dividing the total profit from a marketing campaign by the total cost of the campaign.
  • Conversion rate: This metric measures the percentage of website visitors who take a desired action, such as signing up for a newsletter or making a purchase. It is calculated by dividing the number of conversions by the number of website visitors.
  • Bounce rate: This metric measures the percentage of website visitors who leave the site after viewing only one page. It is calculated by dividing the number of single-page visits by the total number of website visits.
  • Average session duration: This metric measures the average amount of time that a website visitor spends on the site. It is calculated by dividing the total time spent on the site by the number of website visits.
  • Social media engagement: This metric measures the level of engagement that a brand’s social media content receives. It can be calculated by tracking metrics such as likes, shares, comments, and clicks.
  • Brand awareness: This metric measures how well a brand is known and recognized by potential customers. It can be calculated by tracking metrics such as search engine rankings, social media mentions, and offline media coverage.

The specific performance metrics that are most important for a marketing team will vary depending on the company’s goals and objectives. However, by tracking a variety of metrics, marketing teams can get a better understanding of how their campaigns are performing and make necessary adjustments to improve their results.

By following these tips, you can create an incentive plan that will motivate and reward your marketing team and help you achieve your business goals.

Example Marketing Incentive Programs

At Plentive we have found that many companies just want a kick start to help them create the incentive plan of their dreams. So, we have created a few resources for your company.

Your employees are the key to your business success. Their performance has a more direct correlation on your business performance than any other factor. Stephen Covey said, “Most leaders would agree that they’d be better off having an average strategy with superb execution than a superb strategy with poor execution.” We’re in the game of helping your team execute your strategy. You know where you want to go, your team is the only one that can take you there. Paychecks bring your employees along for the ride. Add the right incentives, they’ll peddle too. By creating a good employee incentive program for construction companies you’re on the path to a successful company.

Build your bonus plan

Speak with an expert to create your bonus plan