Here at Intergage we are big believers in measuring the success of your marketing, constantly reviewing and analysing the results. This then forms the basis of your forward planning.
We run a comprehensive training course on this subject, and have condensed this down to 10 top tips which you can follow within your business.
In order to measure effectively, you must have something to measure against: Think about both qualitative and quantitative Key Performance Indicators such as:
Perform market research into your audience and competitors can give you a clear picture of where you should be in the marketplace. This then gives you something to measure against: For example, how you are positioned next to a competitor or the amount of market share you have. You can compare this 12 months later.
Once you and your entire team have a clear understanding of why you need to measure your marketing success, you will be able to encourage everyone to engage. Some of the core reasons for strong metrics are:
How do you know a marketing campaign will work? The answer is in the pre-campaign testing. There are so many ways you can do this, from split testing one campaign against another and monitoring the response rates, to sampling, pre-launch test campaigns and mystery shopping.
Just like the taxman, marketers need to regularly audit their marketing plan and channels. There are several elements you can audit on a quarterly or annual basis:
Be sure to check back next week when I go through the remaining five tips.
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