Thereโs a problem: your running ads, sending emails, posting on social, delivering postcards, coordinating events, etc. and you donโt know ๐ธ๐ฉ๐บ. Or perhaps thatโs an unfair statement. We all know ๐ธ๐ฉ๐บ. Itโs marketing, right?
Thatโs the whole point!โโshake the tree,โ seek attention, and ๐ฉ๐ฐ๐ฑ๐ฆ for results. Orโฆ could ๐ต๐ฉ๐ข๐ต be a costly idea? (I think the latter.)
โ ๐ฌ๐ผ๐ ๐ฐ๐ฎ๐ปโ๐ ๐บ๐ฎ๐ป๐ฎ๐ด๐ฒ ๐๐ต๐ฎ๐ ๐๐ผ๐ ๐ฐ๐ฎ๐ปโ๐ ๐บ๐ฒ๐ฎ๐๐๐ฟ๐ฒ.โ
The point being, if your marketing activities arenโt tied to clear metrics, then, quite simply, your guess is as good as mine. Increase the budget or donโt. Post it or donโt. Run the campaign or donโt.
Entirely too many marketing dollars are being spent blindly... and hereโs why:
1๏ธโฃ ๐ง๐ต๐ฒ๐ฟ๐ฒโ๐ ๐ฎ๐ป ๐๐ป๐ฐ๐น๐ฒ๐ฎ๐ฟ ๐ผ๐ฏ๐ท๐ฒ๐ฐ๐๐ถ๐๐ฒ. When you post a video on social, distribute postcards, or plan a client appreciation event--whatever it is--decide on the purpose of that effort (e.g. brand awareness, lead generation, etc.). Likewise, decide whoโs it for (i.e., your target audience).
2๏ธโฃ ๐ง๐ต๐ฒ๐ฟ๐ฒโ๐ ๐ป๐ผ ๐๐ฐ๐ผ๐ฟ๐ฒ๐ฏ๐ผ๐ฎ๐ฟ๐ฑ. You need metrics, period! In view of your objective, pick a key performance indicator (KPI) that shows whether a campaign is achieving its goal. So if an ad was designed to drive traffic to your website, for instance, measure clicks or page loads?
Whatโs the score? If you donโt know, chances are (no offense), youโre loosing :-(
3๏ธโฃ ๐ง๐ต๐ฒ๐ฟ๐ฒโ๐ ๐ฎ ๐น๐ฎ๐ฐ๐ธ ๐ผ๐ณ ๐ฎ๐๐๐ฒ๐ป๐๐ถ๐ผ๐ป. Every now and again, reevaluate if what youโre doing is the best mix. For example, postcards are time-tested and effective. That said, itโs about $0.35 a stamp. For roughly the same cost as one postcard, you could reach over 100 people w/ targeted banner ads on the Google Display Network. Iโm not saying the two are necessarily comparable (or that you should stop sending out postcards -- donโt mishear me!), just that maybe you ought to evaluate what getโs you the best return.
How do you measure the effectiveness of your marketing?