There is an old adage that goes “measure twice, cut once”. But my how times have changed!
When it comes to marketing, you may find yourself with a ruler in your hand more than twice. And that’s the beauty of marketing. It is fluid and it can be measured in many different ways so you can always see how successful your campaign is.
And tweaks can be made along the way if you aren’t happy with how it is tracking, or if you hit your KPI’s ahead of time, you can up-the-ante on what you would like to achieve.
What can be measured?
Nearly everything!!! Some areas to consider when setting your KPI’s are below:
– Social media engagement: likes, shares, tags, tweets
– Digital interaction: website views, e-newsletter click throughs and subscribers, downloads
– Communications: tracking enquiry phone calls and emails
– Conversion: any new business or up-selling of current clients
What will this information tell me?
Each area you gather KPI’s on will provide you with a different course of action.
– If your social media following is not growing or you are not getting any engagement, the content may need to be re-evaluated or you just may need to post your content at a different time of the day.
– If your website isn’t getting enough views, you will need to look at optimising it so people can find it easier through Google searches.
– No one is opening your e-newsletters? You may need a catchier subject line or more engaging content.
– If you are not converting sales enquires, you may need to re-train staff to be more proactive and persuasive when dealing with clients.
Each area that is tweaked, can make a big different to how successful your business is.
Who is accountable?
Your entire team is responsible for the success of your business… whether it is the receptionist, the IT guru or the business owner.
Each person has a part to play in representing your brand and the way they interact with clients’ needs to reflect your brand voice.
You can set individual KPI’s for each staff member or set whole team KPI’s so everyone feels like they are contributing and that they have a part to play.
Never be discouraged
If you don’t get it right the first time, it is ok! Keep making the necessary changes and over time you will see the results.