Stop any marketing you can’t measure.

Fact; you can’t manage what you can’t measure.

You must manage your marketing efforts and spend to maximise its effectiveness, therefore you must be able to measure all aspects of your marketing. You must know precisely which enquiry is generated by which marketing piece and which ones actually results in a sale.

Why?

Because if you can’t trace each sale back to the origin of the lead, (how someone came to hear about you or get in contact with you), then how can you know where to invest your marketing budget? How can you possibly know what’s been effective and what’s not?

You can’t can you? And you need to. Gut feel is no good, and I hear this so often! Some business owners seem to feel they poses some sort of sixth sense and just have a “feeling” that an ad has worked well. Sixth sense – Nonsense!

The golden rule – never to be broken in marketing… is test and measure. You might want to print that out in big, bold, capital letters and stick it up on your office wall in a prominent position. TEST AND MEASURE!!

If you don’t know if your marketing is making you money, stop it right now. Put measures in place and start over. If it is making you money, do more of it. You’ll only know whether to stop it or step it up if you’re measuring the results.

You need to keep testing -daily, weekly, monthly in a controlled and measurable way. Every time you get an improvement in performance you have a new benchmark to measure against. Keep on testing, (you never stop).

The secret is to test small. Change a headline, promote additional benefits. You will make mistakes, that’s OK, but you make small, low-cost mistakes that give you a huge amount of insight.

So what must you do…..?

You know the answer!

All the best,

Steve Clarke

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