Why you have to measure your marketing.

Have you ever tried to drive a car, without looking at the speedometer?

Or tried to measure the height of your first born son or daughter, without a tape measure and a pencil to draw a line on the door frame?

Or perhaps make a cake without measuring the flour, baking soda and eggs?

Measurement has been part of our lives, from the time we were little kids. 

We measure temperature, rain, wind, food and even petrol at the pump.

Would it surprise you then if I told you that less than 5% of all business owners properly measure their marketing?

As a result, very few business owners really know what marketing works for their business.

They might think they are measuring but often they are measuring the wrong thing. For example, they might say “well that ad gave us 100 visitors to our website - that’s no bad.” 

But what if the right measure was how many people called the number on the site to ask for a quote and not the website visitors? I’m not saying it’s one way or the other, but we often come across businesses who are not using the right measure for the right marketing program or indeed not measuring it at all.

Measurement is the fifth and final door you have to open in order to have a successful marketing program in your business. 

It is vital not just in the short term, but also in the long term as you should be refining your overall marketing activity over time. We’ve been working with one client in our marketing advisory practice for over twenty years. I can tell you their marketing programs are vastly different now than they were twenty years ago, and that they have changed several times over the years as certain marketing became less successful and as new marketing options became available. 

Measurement tells you what to keep, what to discard, what to reinforce, what to withdraw from. Measurement can tell you what to increase your attention on in regards to serving customers, and what to disregard. 

Measurement can help you make sense of the past, and predict the future. 

What are some things you can measure:

1. Website visitors

2. Enquiries

3. Requests for proposal

4. Conversion rate

5. Cost per lead

6. Cost per click

7. Click through rate

8. Cost of acquisition taking into account conversion

9. Customer satisfaction

10. Customer intention to refer

11. Value of customer

12. Lifetime value of customer

13. Churn rate

14. And much much more

The trick is to use the right measure for the right marketing program. 

Of course there is a lot of marketing tech, and SaaS support, and AI tools you can use to help you do this. Yet even a humble piece of paper and pen, a calculator or even an abacus is a good enough tool if you use it, and you get some valuable intelligence from measuring your marketing.

My advice to you is to pass through the 5th Door of Marketing in Measurement to a brighter more successful future that lies beyond. 

If you’d like to know more about how to correctly measure your marketing, read my books - Marketing has no Off Switch or Get your Marketing Cooking - both available on AMAZON.

https://www.amazon.com/stores/author/B07DHG3RY4

Hunter Leonard is the Founder & CEO of Blue Frog Marketing - a strategic consultancy with clients in Australia, New Zealand and the USA. Hunter is highly respected in the industry, having achieved spectacular revenue growth results for his clients in the order of several billion dollars. He has written 11 books and delivered over 900 seminars and workshops on marketing since 2001. When not helping clients, he can be found playing his Maton Guitar, cooking up a storm or walking the forests, beaches and national parks of his home town of Coffs Harbour. www.bluefrogmarketing.com.au