Do you really know if your marketing is working and what is not working? Many business owners and marketing managers have no clue and keep on pushing forward blindly into the
STEP 1 – CLEARLY DEFINE YOUR TARGET AUDIENCE
Management thinker Peter Drucker is often quoted as saying that “you can’t manage what you can’t measure.” Drucker means that you can’t know whether or not you are successful unless success is defined and tracked. The first part of that is to clearly define your ideal audience. This is something we have written about many times in this blog, but if you need a refresher course this post will help tremendously: How to Find Your Ideal Clients.
STEP 2 – KNOW WHAT YOUR END GAME IS
Most would agree that you have to know what the end game is – what you want to ultimately achieve when it comes to your marketing efforts, which of course varies business to business. Most often the answer is sales, and while that should be the ultimate goal of any business when it comes to marketing there are other goals you should be striving to achieve along the way. Goals such as: email sign-ups, website visitors, annual revenue, social media engagement etc. Here’s a great article in Entrepreneur on how to set this up for your business: This Is How You Come Up With Marketing Goals.
STEP 3 – SETUP A SYSTEM TO MEASURE YOUR EFFORTS
Once you have those parts of your marketing strategy nailed down it’s time to focus on ensuring it is effective. The key to that is to look at your content and find out what is working for you right now. You probably have already figured it out, but what is working right now is based on stats that you can glean from analytics software like Google Analytics. If you’ve not installed any analytics software, it will be hard for you to determine what is working so far. Here’s a link that will show you how to set it up on your site: https://support.google.com/analytics/answer/1008015?hl=en.
If yo are not sure how to use Google Analytics to see what is and in not working right now, you might want to take a look at our course on Google Analytics in the Strategix Marketing School – this course covers the essentials you need to know in order to see what is working and what is not working on your website. For a limited time, you can register and take the class for 85% off, when you click on the image below.
We recommend measuring the following 3 things as a starting point:
- Who Is Already Visiting Your Site?
- Where did they come from?
- What content are they engaging with once they are there?
However, if you don’t have it setup or very little data at this point you can still look at which blog posts have garnered the most comments, and which social media posts have gotten the most likes and shares. Keep track of this information on a spreadsheet so you can more easily analyze the results.
If you’re just getting started, and have nothing to compare, that’s fine. Just get set up right so that you can track your goals. Everything starts with a goal. Your goals should be specific and trackable. When you have a set goal in mind for each piece of content that you create, then you’ll be more likely to experience success.
Aside from that, you should make it easy for your readers to consume, share and engage with you through your content. Add share buttons, encourage and ask for comments, respond to comments and more. As you learn what works, do more of what is working and less of what is not working.
Test different versions of the same piece of content. For example, if you have an email message that you want to send to your audience, try sending it with two different subject lines. Send different versions of the email to each half of your list, and see which one gets opened more. Then, in a week or so, send the one that got opened most to those who did not open the first one. This is how you’ll act on what is working. Knowing what works helps you improve everything you do in the future.
Once you know what to measure is becomes significantly easier to determine if your marketing is working or not and then make the necessary course corrections.