Stop Throwing Marketing Darts in the Dark

Do you ever feel like you’re practicing random acts of marketing?

It’s a lot like playing darts in the dark.

You might hit the board once if you’re really, really lucky.

But all those throws you missed can cause quite a bit of damage to your drywall!

We’ve noticed that our clients who struggle with their marketing results tend to share one thing in common—a lack of measurement.

Measuring Your Marketing

Don’t get me wrong.

I know you know the number of inbound calls you typically receive or how many people routinely visit your website.

Those are metrics, something you can put a number on. Without any clear objective, that’s all they are. Numbers.

Defining your marketing objectives and how those metrics compare is how you measure the effectiveness of your marketing efforts.

Without a clear understanding of what you want to achieve, it’s impossible to hold marketing accountable for the results.

To define your objectives, you need to establish KPIs or Key Performance Indicators to hold marketing accountable.

Got Goals? You Need Clear KPIs

KPIs track progress toward your goal, which requires a specific number within a designated time frame.

Is your goal more people visiting your website? You can set a KPI. Increase the number of monthly visits to 20,000 over the winter season.

Is your goal more clients? You can set a KPI. Sign a deal with 5 new clients in the next 90 days.

Do you want to reduce your client acquisition cost? That’s also a KPI. Reduce client acquisition costs to less than $800 per client.

Review the examples above and build a set of KPIs to align with the stages of your funnel.

Now each time you review your KPIs, you can get specific. Did we have an increase in website visits? Yes or no?

Tracking specific metrics yields specific results that hold marketing accountable.

Stop the Random Acts of Marketing for Good!

If you feel like you’re practicing random acts of marketing, it’s time to develop a clear marketing strategy and framework. The best place to start is:

1. Set your KPIs: no more throwing darts in the dark.
2. Get a report on your KPIs regularly.
3. Figure out your Marketing Strengths and Weaknesses by taking our Marketing Self-Assessment.

With a well-defined strategy and metrics, you can ensure that every dollar spent on marketing generates a return on investment.