How do you define success?

Before you even begin your marketing program, you need to outline specific goals you hope to achieve. Goals might include a certain number of new customers, a specific revenue target or a particular number of products sold.  Your marketing strategy and budget should be aligned with these goals.

Although some marketing tactics (pay-per-click advertising, direct marketing, etc.) offer easily accessible results metrics, most every marketing vehicle can, and should, be measured and evaluated.

  • If you’re using a CRM or marketing automation platform, take advantage of the custom fields to track each campaign.  Then, set up reporting and dashboards so you can regularly monitor results.
  • Social media platforms, such as Twitter, LinkedIn and Facebook also offer metrics to track engagement.
  • Make sure to A/B test different headlines, subject lines and messaging. Sometimes small tweaks can significantly improve performance. Additionally, make sure to install the Google Analytics tracking code on any web page you wish to monitor.
  • Even print and outdoor advertising can be measured. Create specific landing pages for each campaign and direct prospects to those pages.
  • If your CRM platform offers it, attach revenue goals to each campaign. This will help you benchmark your campaigns and enable more accurate planning and forecasting.

Once your program is in motion, it is important to continually revisit your goals and assess whether your current program is performing to plan.  If it isn’t, you need to determine areas for improvement and test new ideas in order to achieve the desired result. In the same way that good writing requires great editing, you should always be adjusting your marketing campaigns to keep pace with market changes and competitive pressures.  If you treat your marketing strategy as a living, breathing process, rather than a static 12-month calendar, you will immediately see improvements and set yourself up for long-term success.

 

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