I am one tired dewd this week! I've attended 3 webinars on Facebook, Google and Social Media… had 4 personal training sessions and 4 other online meetings or consultations… was interviewed by a national association… was part of a presentation for another (at the Donald E. Stephens Convention Center – had to get up at 4am for that one)… taught a class called Google Boot Camp at Waubonsee Community College,.. and after all that I only made 2 of my 5 networking meetings this week! Oh Yeah… I had to find 40 hours to get client work done… (and get a little golf in).
It may sound like I'm whining, but that's not the point. The point is… If you run around like a chicken with your head cut off – you are a headless chicken (with a wish that you did not lose your head)! If you run around like a chicken with your head cut off and measure it – you get data that you can use to predict the next go at it (and a list of how to not lose that head again)! Each activity this past week had a purpose and a measurable result. The results… 5 new leads, 3 new client consultations, and 4 new projects… all from that networking and training! I also have a stack of 14 new business cards to scan and add to my email marketing database!
Setting up a tool to drive traffic to your store or website is one thing… measuring, analyzing and utilizing the results in ways that can effectively grow your business is a whole bigger picture and project!
“What gets measured gets done, what gets measured and fed back gets done well, what gets rewarded gets repeated.”
– John E. Jones
“You get what you measure. Measure the wrong thing and you get the wrong behaviors.”
– John H. Lingle
Here are some tips to create measurable results that can help you make the most of your marketing efforts:
1) Know What to Measure – Some businesses are overly obsessed with being #1 in Google or increasing hits to their website. What they really NEED to measure is… sales and how customers went from shoppers to buyers. Everything you do should have a traceable and measurable path! If it does not, you need help designing and defining that… otherwise it's guessing, wishing and not measuring! The more detailed information you get the better… If someone says “I found you on the internet” – don't stop there. Was it from a Google Search, Places, Facebook, a link to your website from a third party site? Shouldn't you want to know that detail?
2) Know How to Measure – I am a big proponent of Google Analytics, but that only measures web site traffic. You have to measure phone calls, walk-ins, and sales. Are they a repeat customer or a new customer? How are you gathering data and are you putting it into a monthly report that you can compare month to month, or year to year? You may have to train your staff to ask the right questions. You may have to dangle a special offer to get customers to fill out a short survey or questionnaire, but you need all that detailed information to evaluate marketing programs!
3) Know What to React To – In this short attention pan theatre… sometimes you have to try things 2-3 times before it starts to take hold and show results. Lack of patience, is where people tend to fail to understand the real value of what is working and what is not. The old way of doing things is that it takes 3-7 impressions to get people to react to your message. Too often I see people start out all a blaze in social media, and then die off slowly saying it's just not working. It takes time and consistency to get people to know, like and trust you enough to buy from you!
The bottom line… having a plan and having specific goals to measure, will give you much better and repeatable results… Than just wising it so!
Bonus Video of the Week – In these hard times (unless you are one of the lucky ones raking in the Dough!), wishes should be used for children… not for growing your business… enjoy 🙂