The True Measure of Marketing Success Part 3
3. Test and measure for another two weeks.
Measure the enquiries with the new revised strategies. Also compare this with how much you're spending on marketing.
You'll probably find you barely miss those dud strategies and the 'larger scale' working strategies are paying out nicely indeed. If it�s not, return to the original size.
4. Check your conversion.
Conversion is the number of enquiries that become sales� So many times when analyzing a business, I discover that poor marketing is not the problem � it's inadequate sales techniques. There are stacks of businesses that have ample leads, but no skill to make them sales.
Be honest with yourself � how many leads do you convert into sales? Is it possible to increase this ratio, even just a little? � In almost every case, it is.
You just have to give the customer a reason to buy from your business. Price is not the only reason a customer spends with your business. What if the salesperson at the more expensive shop actually took an interest in your needs? And what if they were that little bit friendlier? And what if they were willing to back their product with a guarantee? And what if they offered free delivery? All of these 'what ifs' add up, and can tip the sale your way.
Measure the enquiries with the new revised strategies. Also compare this with how much you're spending on marketing.
You'll probably find you barely miss those dud strategies and the 'larger scale' working strategies are paying out nicely indeed. If it�s not, return to the original size.
4. Check your conversion.
Conversion is the number of enquiries that become sales� So many times when analyzing a business, I discover that poor marketing is not the problem � it's inadequate sales techniques. There are stacks of businesses that have ample leads, but no skill to make them sales.
Be honest with yourself � how many leads do you convert into sales? Is it possible to increase this ratio, even just a little? � In almost every case, it is.
You just have to give the customer a reason to buy from your business. Price is not the only reason a customer spends with your business. What if the salesperson at the more expensive shop actually took an interest in your needs? And what if they were that little bit friendlier? And what if they were willing to back their product with a guarantee? And what if they offered free delivery? All of these 'what ifs' add up, and can tip the sale your way.
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