How will you measure the success (or failure) of your activity?
If it’s not measured it's not managed. This is one of the key mantras that we try to stick to. Marketing has an unjustified reputation for being fluffy words and pictures. This simply isn’t true it is a process and, you could argue, a science and has very key metrics you can measure to see if the activity is working.
Without measurement how will you know if you have achieved a return on your investment and why would you carry on with an activity that doesn’t deliver results? Think about it from another perspective that we can all understand. If you suffered from high blood pressure you would go to the doctor and get medication to remedy the situation, if it cost you money and you didn’t see your blood pressure lowering you wouldn’t want to carry on. The same applies to marketing.
So how do you identify the measures needed to determine success? There are some key tools you might want to consider that can help you measure your activities success
If you don’t have this free tool set up on your website then do go and do it. It will tell you how many visitors you have had on your website and where they came from – social media/email/referrals / paid advertising. It is a useful tool and something you should report on every month – then you can watch the trends hopefully going in the right direction when you engage in some activity aimed at bringing customers to your website.
Consider getting a CRM system (customer relationship management) if you don’t already have one. Many are free for the first few thousand records. Then when you send an email you will get a report of who opened the emails and who clicked on the links. This is your guide to follow up as you know exactly who is engaging with your content when you send it out.
This is such a simple tool but one many businesses overlook. When someone calls through remember to ask them where they heard about you. This will help you measure the success of what you are doing. If they saw an advert or received a leaflet then you know your activity is working. A simple tally sheet on excel can do this to start with and then ultimately there are plenty of systems you can use in conjunction with your CRM to report and analyse the results.
This is not an exhaustive list of measurement tools but it will get things moving in the right direction. Ensuring you report the results of your activity every month will give you a much clearer idea of what is working and what isn’t.