If sales aren’t improving then marketing must not be working. It seems like this is the simplest equation in business, but business is never that simple.
Marketing’s role is to drive leads by changing perception, creating desire, communicating a point of difference and enhancing a brand.
Marketing’s job is to get a positively predisposed audience to call for more information, look for your product on a shelf, walk in your store or visit your web site. From there it is up to you.
So how do you know if marketing is doing its job? Set up a tracking system.
Today there are many tools available to help you set a benchmark and track your marketing efforts. Here is a list from typically least expensive to most expensive;
Asking how a person heard about you
- By formalizing this process you will be able to gain significant insight on what marketing tools are working
- When people request more information from your web site have a question that prompts them to tell you how they heard of you
- Google has a free web analytics product that provides you good insight into how people are coming too your web site
- More robust analytics products exist, but these can get costly
Discreet URL/Phone Number
- Track activity of a specific marketing tactic by driving it to a specific URL or 800-number
- If Public Relations is a tactic you use often, using a clipping service to track stories is useful in justifying the expense
- Conducting online searches also help track where your company has been mentioned in the news
- Use promotional offers tied to specific marketing tactics
- Offer will determine the expense of this endeavor
- Annual tracking surveys will identify changes in awareness, perception and usage
Over the next few weeks we will discuss how to implement these tracking programs.
Warning: If you find out marketing is doing its job then have to look at your operations to see why sales aren’t meeting your goals.