How To Know If Your Marketing Is Working
A few years ago I was working with a couple who owned a small home improvement business. They were doing a good bit of advertising and weren’t sure if it was working. I told them if they didn’t know, then it wasn’t.
In 2018, it’s easier than ever to know if your advertising and marketing are working. So before you start any type marketing effort, make sure to set up your benchmarks. Here are some metrics to look at:
· How many people are going to your website in an average month?
· How many people social media followers do you have? How much social media engagement do you have?
· How many people are reading your blog?
· How many people are opening the emails sent in your email marketing?
· What kind of results are you getting with your digital ads…how many impressions? Conversions?
· And of course the most important metric…is your customer base growing and are sales increasing?
If you can start with these metrics you can watch the changes over time. These things don’t change overnight. It takes time. But a consistent marketing effort will increase the number of people going to your website, opening your emails and reading your blog.
But what if the metrics don’t move? What if nothing’s happening? Then you need to examine what you’re doing. Is you messaging clear? Do you have a call-to-action? Are you inviting them to engage with you? Is your content selling something or are you sharing information that will educate and delight your potential customers? People don’t want you constantly selling them. Instead, share your knowledge and help them grow their business.
These days marketing is measurable, so you’ll know if it’s working. The good news is that if it isn’t working as you hoped, you can quickly tweak or totally change direction if necessary.
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About the Author: Meg Huwar is an award winning Marketing & Brand Strategist, and Founder of Brand Accelerator. Meg works with small business owners to create and promote their brands. She is the developer of The 5 Step Branding Framework, which guides clients through the process of telling their story, so they can grow their business, get more clients and increase their revenues.