The Marketing Shift
Marketing has changed so radically from the past. Businesses must understand what customers are really looking for.
Traditional marketing has always been difficult to measure. Marketing success depends on your ability to measure the ROI and effectiveness of different advertising techniques. Many advertising methods are impossible to track.
That is not the case with a website.
Today, a business is able to measure leads and traffic by blog, landing page, website page, and tracking social media.
By following the metrics from Facebook, LinkedIn, YouTube and Twitter, a business owner is better positioned to make marketing decisions.
Marketing must measure all of its activities information in order to make better decisions. It's all about what works the best.
The two major marketing abilities to improve sales are:
How many prospects you are getting your message to.
How many people you reach who show their interest in what you have to offer.
Building a Network
Today's top marketers are building vast networks within their industry to build their level of reach.
The more people that are aware of you that are qualified prospects, the more opportunities you have to obtain a solid lead.
The first step is to create a marketing sales funnel. This strategy will allow you to see which marketing tactics are working and eliminate those that aren't.
The inputs into the top of the funnel include all your reach tasks such as:
- Direct mail
- Trade shows
- Social media
- Traditional media
Also be sure to include:
- Special campaigns
- New products
- Sales relationships
You need to define and include all of your inputs that go into the top of the funnel.
The inputs that your marketing strategy should be using are:
- The profile of a quality prospect
- The quality of the lead
- The level of opportunity
Examples would include customers sold or in some stage of the funnel, such as appointment, pre-proposal, proposal presented, or review of proposal.
Next, measure the prospects you reached (this is difficult but not impossible), how many leads you reached, how many opportunities, and how many customers you obtained.
The Power of Analytics
We have been applying the power of analytics with customers, as well as our own businesses because the results are quantifiable.
One of our brand new businesses is a scratch startup company called Errands Unlimited. We developed a marketing plan that included:
- Direct mail
- Sales calls
- Vehicle graphics
By the end of the first 60 days, we're able to see what worked best, second best and so on.
We eliminated the bottom two items and replace them with two new methods.
In total, we received over 100 prospects, obtained 40 leads, set 20 appointments and made 10 sales in the first 60 days.
Marketing success is easier to achieve if you have hard evidence as to what's working and the knowledge of what to stop doing.
Analytics and measuring the effectiveness of your marketing efforts is just 1 of 6 Unstoppable Trends that Can Increase Your Sales Leads 50%. Would you like to read about the other 5?