How Do I Measure My Marketing? Do I Need To?
By jewelscarter, Feb 5 2016 12:03PM
How do you measure your marketing?
Do you count the number of followers on your blog or social media?
Do you count conversations and conversions?
Or do you try to assess the quality of your contacts and the people you speak to?
We hear so much about spray and pray approaches to marketing and the importance of targeting – you can’t open facebook without such training jumping onto your timeline, but what are they really telling you to do?
Well firstly when trying to find customers there are two things you can do – talk to as many people as you can and hope you make a connection – ie spray and pray, which does find customers and can bring you lots of new business, but the downside of this is that you find lots of unsuitable people that will never be your customer, and may even be offended by your view of things. This is why so many of us are so annoyed with cold callers – not because they are selling to us but because they are out of touch with our values. To take this view you have to have a thick skin and lots of time.
So how can you find your customers without turning into a 24hour marketer?
Well here are 5 tips to help you.
1. Take note of the measure of your success
We all know we need to look at what we do and find out how well it works, but just what do we measure? Most commonly when I ask people how they measure their marketing number of followers is often the first thing I am told, but actually what does this tell you? It says this is the number of people who clicked the like button on that particular day. How do you know if they have even looked at you since? Do your subscribers read all your blog? Is your message congruent with their values? The first thing to do is stop obsessing over the quantity of your followers but think about the quality of the contacts behind that number.
2. This applies to more than facebook
We think about the number of contacts in social media terms but this also applies to the other ways you find customers. Think about the quality of all your contacts, from which networking groups you attend to which companies you contact to look for work. Be discriminating and match your message to your audience.
3. You still have to talk to people
When you talk to people – in whatever form – you have to tell them what to do to buy your services. The paradox is that people will not do something if told they have to…so this is where the concept of closing comes from and why so many salespeople are hung up on it. You have built rapport, found a real solution your customer will love, and you don’t understand why they aren’t biting your hand off for it…this is why. You have not asked them to buy your service, you have not told them how to. They don’t know that they have to buy or how to buy. So learn how to guide your potential customers into actual customers.
4. But don’t talk to everyone
Be clear about who you are talking to, who you can help and why you can help them. These are the people you approach. You will get others approach you that is fine, they are choosing you to sell to them (and they are asking you to sell to them – we all ask people to sell to us all the time) so tell them what you can do for them, but these are not the people you approach as they are difficult to locate in the crowd. Make it easy on yourself and speak to the people you know you are a good fit for, this creates momentum as they want to speak to you and it creates a good energy.
5. Remember why you are talking to them
It is very tempting when you strike up a conversation to get very involved in the conversation and forget why you are talking to them…you forget that you are there to help them and enrol them as customers. It is often said that business conversations are conversations with a purpose – don’t forget it.
Next week we will consider how to determine who the people you need to talk to are….