Are you spending money on marketing, but are not sure whether it’s working or not?
Can you confidently say if your marketing is giving a return or are you pouring money down the drain?
The reality is 80% of marketing bombs. 20% works miracles.
So how do you know the difference?
The good news is you don’t have to be the marketing genius because the market is!
The market will tell you whether they like your marketing or not.
Are they responding to the marketing that you are running? Are they engaging with the posts that you’re posting? What’s working and what’s not?
So here are three things that are going to help you really understand whether your marketing is working or not.
1) Have a Clear Call to Action in Your Marketing
The first one is having a very clear call to action. So for each marketing piece you run ask yourself ‘What do you want them to do?’
- Do you want them to call you?
- Do you want them to message you?
- Do you want them to come into your store?
Make sure there is a clear call to action for most marketing that you run, because when this is clear, then you can measure it.
2) Measure Your Marketing
Next, if you are not already, start measuring your marketing. Simply ask everyone who enquires with your business, “Where did they hear about you?”. This could be:
- On the phone;
- On your online forms;
- In store
- Using online links
And while there can be many different ways people can approach or research your business before buying, it is important to identify what is actually getting them to take action. That way you know what marketing is working and what is not.
3) Test Your Marketing
The third one is to testing different versions of your marketing.
For example, next time you run a Facebook campaign. Instead of running a single ad or boosting a single post, come up with 7 ad concepts. These may be different messages, different images or different formats (eg image vs video). Put a small budget against each one and see which ads the market goes for. You will only know this if you measure.
What you do next is cut the losers and put more money into the winners. This way you get your marketing working because you are testing what is working and what is not.
So remember, you don’t have to be the marketing genius because the market is! You just need to learn how to get feedback on your marketing so you can make those critical decisions. This starts with:
- Clear calls to action;
- Measuring your results; and
- Testing different ways of marketing to work out what works and what doesn’t.
That way you can maximise the returns on all your marketing.