What Gets Measured, Gets Managed (and Improved!)
When it comes to marketing, do you have your priorities straight?
Is it better to run a pay per click campaign, try your hand at email marketing or invest in SEO? Should you set-up a blog or post articles on Buzzle? Should you invest in traffic generation or work to improve your website’s visit-to-lead conversion rate?
Few business owners and marketing executives have enough time to effectively execute or implement all the strategies available to them. Prioritizing becomes critically important. Successful marketers are adept at prioritization because they understand that they can’t do everything at once.
How do you determine which marketing strategy to test next?
One of the challenges faced by many growth seeking small medium sized business owners is that they have no priority list. Which would increase website traffic most: paid search or SEO; blogging or online articles; Twitter or a YouTube Channel? If you have $2,000 to invest in marketing, should you do a direct mail campaign or put up ads on AdWords? Should you hire an SEO firm or buy an email list and send them an unsolicited blast?
If you don’t currently track your marketing and your website, you can’t possibly have an accurate priority list nor can you make intelligent decisions as far as what you should do next.
Have you defined your key marketing metrics? Do you review them daily/monthly/quarterly? Do you have goals and actionable strategies in place to improve them? What will determine success or failure? Are you measuring the efficacy of your current marketing strategies including your website?
Do you think the leader in your industry operates without a plan and without metrics? The answer, more often than not, is “no.”
About The Author: Ben Landers is the President and CEO of Blue Corona, a data-driven, inbound internet marketing company. Submit an inquiry to book Ben to speak at your next conference or event.
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