How do you Know if Your Marketing is Working?
Marketing is about engaging with people and building relationships. It works both to maintain the connection with your existing clients and attract new ones.
Jumping around from one activity to another will get you nowhere fast. You will feel frustrated and like you’ve done loads of marketing, but nothing works. The reality is you’re not sticking with anything long enough to know if it worked. It’s a waste of your time and money as you’re just not making the most of your efforts.
Your marketing will take time to mature and for you to learn whether certain activities are viable. Discovering what is actually working is the key to effective marketing.
What’s the point of the activity?
Who is your marketing for and what is it communicating? Deciding on the goal for your marketing in advance will help you focus your efforts on the right things. If you’re just blasting ‘stuff’ out there, you’ll keep very busy but get very little return on your time.
All marketing should either inspire, educate or entertain the person receiving it. Make sure everything you do falls into one of these categories. Also, decide what you want people to do next after experiencing your marketing, so you know where to point them e.g. visit your website, book a call, sign up to your email list etc.
How did you hear about me?
This is the question you should be asking everyone who enquires and every new client you work with. Track the answers you get so you start to build up a picture of where clients find you. This information is priceless and will help you decide where to focus your marketing efforts.
Understand your analytics
The number of different figures available from all the online platforms can be pretty overwhelming. Tracking everything will become a chore, so keep it simple and identify which marketing activities are working.
- Is your email list growing? This can be a slow process especially when you’re starting out – you will be celebrating each new subscriber. Seeing growth month on month is a good indication you’re doing something right.
- Which emails are getting opened? If you are using an email provider, they will give you an overview of how well your emails are doing. Identify which ones have the best open rate. This shows people on your list are actually interested in what you have to say. You will be able to see which topics and subject lines are popular and create more content around these subjects.
- Which emails are clicked on? Someone taking the time to click on a link in your email is the best indication of interest.
Whilst the measures will vary on different platforms, you will find there are similarities.
- Followers – don’t look at this in isolation as it will be a vanity measure. You could have thousands of followers but none of them are your ideal clients. Track this number in relation to the other measures.
- Reach – how many people see your posts even if they don’t interact with them?
- Likes – do people like what you are sharing enough to ‘like’ it?
- Clicks – how many people click on your post to go on to do something else?
- Shares – are people liking what you do enough to share it with their own connections?
- Comments – this is where you communicate directly with the people who are engaging with your posts.
If you are marketing your website on social media, you should start to see an increase in the traffic you’re getting to your website. Install Google analytics on your website as it will allow you to see where people discover your website and what they do once they are there.
Google analytics is also a good way to gauge how good your website is, if the quality is poor, people won’t stick around.
- New users – more new visitors show your website is attracting new people and reaching a wider audience.
- Bounce rate – this is how many people come to your website and leave before they look at another page. This is the one number you want as low as possible, so be happy to see it go down.
- Pages per session – the more pages they look at, the better.
- Time on site – the longer people stay, the more engaged they are with your content.
Stop the things that don’t work
Now before you drop anything, make sure you have given it a chance to work. Doing a few social media posts for a week or two isn’t an indication it won’t work for you. You must give your marketing activities time to understand if they work. If you have been doing something consistently for 6 months and you haven’t seen any results, it is time to stop and do something different.
Do more of what works
As you start to recognise which activities are working, boost your efforts on these. By doing more of the things that are working, you will be using your time wisely on marketing that builds your business.
Regularly tracking your numbers will help you to make good decisions about your marketing. I’d suggest making it a monthly review so you can see where your time is best spent. It will also highlight areas you’re neglecting and motivate you to step up there too.
If you struggle to work out what marketing to focus on, contact me for a chat to find out how I can help you.
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