One area that I find isn’t done by business owners or the reason they quote if they feel their marketing isn’t working, is when the marketing campaigns are not tracked or followed up on. Many have said they have tried and got no results. The main reason is usually because of the lack of following up, tracking and consistency with the next issue, post and so on.
So, when it comes to your marketing, what can you measure and what it will tell you?
Leads – numbers, sources = where to spend time and money
Website – numbers, keywords, bounce rates = is your site being found and is the content right?
Email marketing – no of subscribers on database, no of opens and clicks = is your database growing and is your content right and engaging enough?
Social media – no of likes, follows etc = is your content good, are people converting and making a purchase?
What are the benefits of measuring? There are many including
- Saving time
- Saving money
- Knowing your reason and purpose
- Making informed decisions
- Avoiding guesswork and taking risks
- Avoiding pushy salespeople
- Improving the chances of your marketing campaigns being a success
But remember, don’t get too obsessed by the numbers when you are tracking and analysing. It is more about quality than quantity.