You’re posting on social media, you’re writing blogs, you’re sending out emails. How do you know if it’s working? In a perfect world, every customer would tell you exactly what led to them purchasing from you. This rarely happens, though, and it is up to your marketing team (which at the moment might be just you) to analyze your marketing efforts to make sure what you are doing is leading people to your business.
“Marketing without data is like driving with your eyes closed.”
– Dan Zarrella
Is Your Marketing Strategy Working?
The very first thing you need to do is identify what your goals are for your business. Write them down. It is difficult to implement a successful marketing strategy when you’re not sure what you’re trying to accomplish. This may be sales, lead generation, brand awareness, or establishing yourself as an authority in your industry. For example, one of our clients is a nail salon that focuses on clean beauty. Our goal is to spread brand awareness so that when someone is thinking about getting their nails done, this nail salon is the first place that comes to mind. This leads to direct bookings via social media and their website. Another one of our clients has brick and mortar locations as well as an online store, so our goal is to direct people to purchase something on the website or check out one of the store locations. We also showcase the lifestyle this brand is trying to exude through photoshoots and local influencer partnerships.
Track and Analyze Analytics
This is not everyone’s favorite part, but it’s a crucial step in analyzing marketing efforts. If you are not consistently tracking and analyzing your analytics reports, how do you know if it’s working? Look at website traffic, social media engagement rates, email opening and click-through rates every month to ensure those numbers are growing or at the very least staying consistent.
Every month our clients receive an analytics report where we provide numbers and our analysis of what is working and what we should consider changing. When an event like the 2020 pandemic comes up unexpectedly, having a strong marketing plan in place becomes vital!
It is also a good idea to get in the habit of asking people how they found your business. If you have a storefront, ask new customers when they come in and mark it down. If you have an online business, send out a quick survey after they make a purchase asking them how they found your business.
When marketing your business, it’s important that every potential interaction someone has reinforces your brand. This is why we stress the importance of having a cohesive branding and marketing plan. We encourage you to explore our blog, follow us on social media, and sign up for our monthly newsletter to get our latest marketing tips.
Are you looking to elevate your small business? Contact AGC to schedule a consultation to discuss our buzzworthy marketing strategies!