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A dirty dozen ways to grade your marketing efforts

September 16, 2010

In a previous blog I talked about goal setting and planning. This is part 2, tracking your outcomes. When I work with our clients, they sometimes get frustrated at the speed of return on their efforts. They want instantaneous gratification. While I understand that we all want to see quick results, a good marketing plan will give you the results that you want, you just need patience.

My advice to our clients is, while waiting for that flood of new customers, track these things for each tactic you put on your calendar. 12 areas to evaluate your marketing include:

1. Number of active prospects
2. Number of free reports distributed
3. Prospects generated
4. Appointments made
5. Web Visitors
6. PR mentions
7. Referrals gained
8. Business cards collected
9. Workshops presented
10. Testimonials received
11. Organic (self-signup) to your mailing list
12. …. as well as unsubscribes

Most business owners only track number of prospects and number of new customers. While this is important, you need to be tracking all of these outcomes to analyze your success. Once you begin tracking everything about your efforts you can set realistic goals for your tactics. Without them you don’t have an accurate picture of what’s happening along the way.

Each marketing activity is a method to test the “Are we effectively reaching our target market” question. Without good analysis you can’t tell if you are passing the “test” or failing.

Are you tracking you passes and fails? What are you tracking and what tools do you use? Let us know.

Laura Lorenz
Written by Laura Lorenz

My goal is to help businesses gain more customers through better marketing. I work with you to create lead generation programs that allow your prospects to move gently along the know, like, and trust path at their own pace. I will enable you and your team to entice fully-qualified prospects to reach out to you. As a Duct Tape Marketing Consultant, I work within the confines of a system, creating fixed steps, documenting and duplicating each step, so that I am able to quickly build foundational components. The focus then moves to operating and innovating the system. That's where the real magic lies. I work with my clients to create a strategy to get found and the tactics to do that, a complete marketing plan. My clients are small to medium size businesses that have become frustrated with their inability to "go to the next level." They value professional assistance.

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