Are You Asking the Right Questions?
As a business owner, it is easy to get frustrated when your marketing efforts appear to be to unsuccessful. Maybe you got your nephew to start a Facebook page or are paying to have scheduled Tweets released throughout the day. Yet it feels like little has changed; is seems that you are getting any traction. The problem is lack of clear definition. Operating without a defined strategy and goals makes it impossible to gauge the impact of your efforts.
To really move the needle, start by asking the right questions.
- What is the goal and how do I define it?
Your goals cannot be something soft; a vague feeling that you are seeing more traffic or that interest in a promoted service has increased is not enough. To use the old adage, your goals must be SMART (Specific, Measurable, Attainable, Relevant and Timely).
Specific: What are you are trying to accomplish and why?
Measurable: Include numbers that easily incorporate into metrics
Attainable: Setting attainable goals not only boosts confidence but it allows you to understand what works for your business and what does not.
Relevant: Select a goal that makes sense for your business and your current needs
Timely: Put an expiration date on your goal. Do not let your efforts go on endlessly; think in terms of weeks and months, not years.
- How Can I Make it Work?
Tie your business goals to your marketing efforts. Each set of goals help you define the strategic steps needed to accomplish your goal. Create a strategy that is based on the established goals and measurements.
|Business Goal||Marketing Goal|
|Build Brand Awareness||Increase site traffic. Gain more social media followers/friends|
|Increase Sales||Bring in qualified leads. Move more prospects through the sales funnel|
|Increase Repeat Customers||Improve business/client relationship|
- How Do I Know When It Is Working?
Now that you have created a stellar plan with complete goal alignment, it is time to look carefully at how you measure success. Develop data tracking that clearly measures the aspects of the goals that are most important to goal attainment. Use KPIs to identify successes and weaknesses and to understand the cost of implementation versus the potential cost benefit (HINT: this will help you determine how much each client is worth in dollars).
Before you give up on your current marketing efforts, consider giving them a makeover using these strategies. Make adjustment where needed and implement adequate tracking. The clear takeaway is to create alignment between you efforts and your goals and then add in the analytics to measure your success.