There’s a funny idea that the best way of measuring marketing results is by asking your accountant. Your accountant? Accountants do bookkeeping…they count the beans, right? Yes, but that’s important stuff, especially when you’re spending money on advertising and marketing. Your accountant counts stuff, and help when you’re measuring marketing results from any advertising you do.
Measuring Marketing Results is important
Should you advertise on the Super Bowl, on the radio, or online? Should you continue your existing advertising, or change the content, or where you advertise? Is your offer a good one (that brings in business)? You’ll never know unless you have a way to figure it out. That’s why measuring marketing results is important. It’s also pretty easy.
Ideas for measuring marketing results
The idea is that measuring marketing results lets you know where your business comes from: referrals, PR, social media, signage, and advertising. Simply ask each customer how they heard about you. You can do this in a retail setting, such as a Florist, Jeweler, or Hardware Store. Even our clients in bustling Manhattan know that the New Yorkers who come into their stores will be happy to answer this question. If your customers call you on the phone, create a “script” for your reps and include this important question. On line, set up a system for measuring marketing results from each PPC ad or web page. But if you don’t know where customers come from, how can you tell if the advertising is worth it?
Plan future advertising by measuring marketing results monthly
The goal of advertising and promotion is to maximize sales (and profits). Are most of your customers “one time” purchasers, or do most of your sales come from repeat customers? Most successful marketers know that repeat business is their key to success. Maybe a “Loyalty” program would help. Again, measuring marketing results from promotions that target your repeat customers (like Informer Messages on hold) will help. Tools like Informer Messages inform satisfied customers about more of the ways you can help them, and can suggest higher profit products and services.
Where will you invest your advertising dollars in the future? PPC? Print Ads? Trade Shows? Hiring new sales reps? Look at your past results to plan your future success.
By measuring marketing results from your current advertising, it’s easy. So ask your accountant where you should invest. You might be surprised at the answers you get!