Measured
Marketing – how are you measuring your marketing activities?
Measurement is the
key to understanding what is working and how effective it is.
In brief are
you:
Using marketing techniques aligned with your business plan
Measuring and reporting your marketing activity
Adjusting your marketing activity based on the evidence
In
many activities that we carry out within business, measurement should be taken
to understand how successful and effective the tasks have been.
Your company accounts demonstrate your turnover and profit. These are usually
part of your business goals. These can be benchmarked with other companies and
with your business goals.
The same applies to your marketing and sales activity. Measurement
of all activity is vital to understand and compare different tools. Also these
measurements should reflect your business goals. Remembering that like most
circumstances you need data over a reasonable period rather than dipping into
to it and out. Don’t just try something once; experience less than expected
results and don’t do it again.
There are many ways to measure. Some easier and more straight forward than others.
It’s not always possible to base the measurement directly on revenues.
The digital marketing tools such as website, e mail marketing not only offer
quicker delivery and are usually easier to measure. But this does not mean you
should not measure the other marketing tools.
So for example PR. This has traditionally been measured by press column inches
or the amount of publications. This is still the case and with online activity
you can add the amount of links, and track the visitors. But how about conducting
a survey before and after a PR campaign to gauge its effectiveness.
Online digital tools can be somewhat easier. Tools such as Google analytics
allow the measurement of visitor numbers, how then arrived, the routes they
took and how long they stay on your website. With this information you are able
to amend and enhance your offering to encourage call to actions, such as filling
in a download form or signing up for your newsletter.
Similarly with e
mail marketing you are able to report when and who opened the e mails and
track the responses.
So have you got your goals? Know what you are aiming for. And understand how
to measure and retune if necessary.
If you’d like a list of marketing tools and possible measurements e
mail us and we’d be happy to send you a copy.
If you need to discuss your sales and marketing then please contact us.
The Business Marketing Company Ltd Tel: 01296 715288
E
mail The Business Marketing Company