For many entrepreneurs, understanding how to measure and assess the success of their marketing efforts is a bit of a mystery. You post on Facebook, send emails, go to networking meetings – but how do you know which marketing tactic is working the best?
In this week’s marketing strategy, I will share with you three ways you can measure your marketing effectiveness.
You got this! Marketing measurement is not hard – you just need to know what ruler to use. I have the details in this blog post.
I love to create graphics that enhance the learning in my weekly marketing strategies. Please feel free to share these on your social media!
Here are some ways you can track and measure how effective your marketing is working for your business:
#1: Ask people where they heard about you
When a potential client asks about your products or services, be sure to ask him how he heard about you. You can document these responses in a simple spreadsheet and assess on a regular basis. It’s better to ask your potential client verbally rather than on a form. If you do ask on a form, make sure to give them a lot of options – but do not include an “other” blank. Most people will just select “other” because it requires the least amount of thought.
#2: Use tags
Many email marketing programs allow you to “tag” each contact. The concept’s the same if you are using customer management software (like Infusionsoft). As you enter each contact individually, or are importing them from a file, assign a tag to each contact that designates where you “met” this person. For example, when I enter email addresses from guest speaking gigs, I create a tag for that presentation and date, and then each person gets this tag. This tag becomes part of the contact’s record, so you can trace the referral source as they make purchases from you.
You don’t have to spend money on an elaborate software system, though. Use the systems you are currently using. Many have functionalities you may not be aware of!
#3: Use unique URLS
Creating unique URLS is a great way to track the effectiveness of your marketing. You can purchase a unique domain name (such as I did with www.CelestialQuickStart.com) and then hook it into your Google Analytics. This is a great low-cost way to see traffic and conversions from your unique URLS.
Don’t have a budget for this? Then check out a URL shortener, such as bit.ly. With bit.ly, you can customize your bit.ly link (bit.ly/JillCelesteWebinar). Through bit.ly’s dashboard, you can see total clicks by date and time, as well as information on where your link was shared (e.g. Facebook, Twitter, Google Plus).
To drill down on this method even further, create a unique URL for each marketing medium you choose for your campaign. For example, if you are promoting a free webinar, create a unique URL for your Facebook posts, another unique URL for your tweets, and another unique URL for your email campaign. Then, you can compare the stats from each unique URL to see how they fared against each other. This will help you determine which marketing medium worked the best for you.
Measuring the effectiveness of your marketing efforts is essential. It helps you determine the return on investment (ROI) for your marketing activity. You don’t want to waste time and money on marketing tactics that don’t work for you. With the right information, you can fine tune your marketing messages and mediums, selecting the right tactics to reach your audience at the lowest cost possible.
Jill Celeste, MA is a bestselling author, marketing teacher and founder of the Celestial Marketing Academy. Jill teaches purpose-driven entrepreneurs everything they need to know about marketing so they can become the Directors of Marketing for their businesses.
Jill is the author of the Amazon Top 25 Bestselling Marketing Book, That First Client, as well as the co-author of the bestseller, Cultivating Joy, and international bestseller, Gratitude and Grace.
Jill graduated with a B.A. in English from Wesleyan College in Macon, Georgia. She obtained her master’s degree in history from the State University of Georgia in Carrollton. Prior to becoming a marketing coach, Jill worked for 14 years in the private sector, and has experience in marketing and public relations in healthcare, IT and small business.
Jill lives near Tampa, Florida, with her husband, two sons, three guinea pigs and a basset hound named Emma.