You MUST have a way to measure the results of all your marketing. Tracking the success or failure of a marketing techniques solves the age-old question of “Which marketing techniques should I use?”
- When you joined Facebook, did it increase traffic to your website?
- When you sent out your last email broadcast, did it produce sales?
- When you wrote your last blog entry, did it produce comments or link backs?
- When you did SEO on your website, did it increase your rankings in the search engine results?
- When you made your free offer, did people subscribe to your mailing list?
Never, never start a new marketing technique without having a clear idea of what result you want from that technique, and a way to measure those results.
And at the end of each month take a look at those results and compare them to the results you wanted. Just because something produced poor results doesn’t mean you should give it the heave-ho. The first thing you should do it see if there are tweaks you could make that would produce better marketing results. Only after repeated failure should you get rid of a technique that is not producing for you.
I’ll be adding to this series each Thursday, and you can check out all the past posts in the Why Marketing Fails series here.