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Measuring your marketing – for consistency and to add value

Value adding

This recent blog from Pinpoint Marketing will look at what to measure, why, what it will show and the benefits. And also about consistency and adding value.

Consistency in your marketing

Being consistent will help you and the business avoid a famine or feast style approach to your marketing activity and sales funnel.

Once you have written some kind of a marketing strategy and plan and have worked out what you want to say and to whom, you will chose the marketing channels to disseminate this message to said target audience. This output of messaging and marketing activity will need to be with regularity and by drip feeding. This is consistency.

Consistency is the ability to replicate a process or activity with the same level of quality over and over again. Consistency doesn’t mean boring or not creative or being tied down, but it does mean being accountable, regular and constant.

How does marketing consistency help?

Consistency in your marketing effort stops you going from one idea to another, therefore saving you time, budget and resource. It also enables you to:

  • Be more professional with your marketing (creating the right first impression, impress and yield the benefits)
  • Ensure you use all the relevant marketing channels including digital and social media eg be seen and raise your profile and followers
  • Remove the chaos and overwhelm, by having a plan and course of action to follow
  • Better managing your time, by knowing what you are doing, when and also why
  • Creates yourself a routine for marketing
  • Building your marketing over time, slowly but surely
  • Increasing your number of touches to reach your audience, therefore increasing exposure and opportunities to engage and sell
  • Raising your profile and spreading your message, to the right people across the right channels

Read more here

Essentially, marketing consistency is all about knowing what is working and what isn’t. Consistency will also help you be proactive.

“Dig your well before you are thirsty” Seth Godin

Measuring your marketing

Peter Drucker – “If you can’t measure it, you can’t manage it.”
  • You will want to cross check the numbers you are measuring against your goals and KPI’s so you can gauge progress. So what are the other benefits to measuring your marketing and sales activity?
  • Knowing the numbers and facts will enable you to make informed decisions, and not rely on guesswork as to what marketing to implement, when, where and how.
  • You can see what is working and what isn’t, so you can plough time and money into the best channels as opposed to covering them all in a tick box way.
  • You can ensure you don’t lose focus and stay on track
  • And stop procrastinating and taking no action  
  • And finally, you can use such a report to keep yourself and your team (internal or outsourced based) accountable

How should you measure your marketing?

My recommendation is to firstly do this regularly eg monthly or quarterly. Monthly would be better so you can take any action swiftly where needed and to maintain the momentum. How you measure can be recorded in a simple spreadsheet or an advance spreadsheet or via your CRM system or via online software and apps. The aim is for as much as possible data entry and analysis wise to be automated and calculate/populated. The measuring and outcome of the results can be numbers based or visual or both.

What marketing should you measure?

By measuring, this has two meanings. One, measuring in terms of stats, analytics and ROI. And it also means measuring in terms of the value you add, eg how you you’re your client feel.

Measure both quantitative and qualitative.  

Small businesses can measure through market research, focus groups, interviews, ask opinions.

Also measure/look at social stats, GA stats etc. leads and sources, sales. Know your sources so you know where to spend time and money.

What to do with the findings from your marketing report?

  • To make change
  • Make improvements
  • Improve your ROI
  • Achieve marketing consistency

The numbers and graphs should mainly be used for making improvements in your business eg improvements in what you do or who does it or how much time and money you spend on it. As said before, you can use the reports to see what is working and what isn’t and then be able to, with confidence, determine/ramp up/cut back on certain activities and channels and use your limited resources in the right and most appropriate way.

Then finally, you double down on what is working within your marketing. Read more

“Marketing is a contest for people’s attention” Seth Godin

Consistent marketing leads to regularity and adding value and results

Do you easily lose focus?

Do you need help staying on track?

Do you procrastinate a lot?

Find out more