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Take a look at our earlier post, part 1, of “Get serious about your marketing plan!” where we covered the first two categories, Messaging and Channels. This second part will cover Tracking and Revising.
Don’t slack on the Track! The time you spend marketing is worth something. When you slack off and don’t do the tracking piece, you can’t learn and improve upon your own efforts. Your marketing won’t return the results that you desire, and that just puts you in the “rat race” with the rest of ’em. “The rest of ’em” being all others who just throw information out there thinking, hoping something will stick. Perfectly okay if you’re happy doing that, but most people who endeavor to “be seen” or “gain clientele” or “get recognized as a leader” want their time to be “well spent”.
Set a reminder in your calendar or project management platform to track and review marketing data.
Various platforms have built-in analytics and that makes your job SUPER easy. Just go look! Review which posts got the most attention. What kind of people are sharing your material? Figure out if those same people are the people you had intended to attract, and if not, determine if you’ve discovered another target market that’s beneficial.
Here are some questions you might think about when you’re tracking and reviewing data from your marketing efforts:
- Was my Message received the way I had intended, does my audience understand?
- Is my Message producing activity from my audience?
- Has the Message attracted another audience or market I didn’t know I had?
- Which Channels are performing well, which could be better?
- How does one tracking period compare to the previous tracking period? (Week to Week, from one Month to the next, Quarter, Semi-Annual, etc.)
- Based on the information I’m seeing, how could Messaging/Channels be improved, to benefit my overall marketing objectives?
- How different/similar is my marketing compared with others in my field? Outside of my field?
- Do I have enough data to warrant making changes to my current marketing strategy?
The questions above will get you started, but you will want to be asking yourself as many questions as possible to examine how your marketing is working for you.
If you find that Tracking is not something you enjoy, you can always delegate/assign this part to someone else. You will benefit most though, by knowing your own statistics and being aware of the details around your marketing efforts. Just as with the financials, the more you know the better you’ll be at making educated decisions.
You can set up a spreadsheet for manual tracking or simply gather analytics reports from social media channels. Platforms like HootSuite have built in reporting. Google analytics works great for website/blog statistics. You can even pay for a third party service/software to help you gather the information needed. Hubspot Marketing Dashboard is a great data collection tool as well, and one that will allow you to track sales conversions.
Make your marketing count for something by revisiting what you do in your marketing efforts often. For as long as you have business to conduct and a message to get out, you will be revising your marketing plan along the way. Sometimes marketing will feel like an endless chore, so make sure you ask for help too.
Don’t be afraid to revise! People change their mind, and it’s okay if you do too. Remember though, that consistency helps build trust. When you do revise, keep your audience in mind. Sometimes it’s good to let them know how/why you’re marketing differently. Sometimes the information is best kept internal. Either way… be strategic about your revisions.
Do you have questions about creating a marketing plan? Contact Us