In any good manufacturing or software business, there will be rigorous quality assurance processes to make sure every product is up to standard. The quickest way to lose a customer is to fail to deliver on your promises. But if you measured every single thing, you'd never get your product out of the door. You couldn't test every keyboard that comes off the manufacturing line.
Instead you need to take meaningful measurements at regular intervals. You need to decide:
Just like you would check the quality of a product's components and subassemblies as well as the product as a whole, so too should you measure different elements of your marketing.
But marketing measurement doesn't have to be complex, especially if you know your way around an Excel spreadsheet.
Here's how to do it.
In engineering, you'd probably prototype and test a product before investing in expensive tooling.
Likewise, in marketing you want to avoid wasting large sums of money on activities that don't pay off. When trying any new marketing activity, it's always best to start small and scale up.
Within the Watertight Marketing network, we talk about starting at "functional and not embarrassing". This is your prototype. If you need a piece of marketing to fill a gap, then start with something functional and not embarrassing and build on it later.
Your prototype marketing activity should be used to test three different things.
100 years ago John Wanamaker famously said "Half the money I spend on advertising is wasted, the trouble is I don't know which half".
Marketing gets a bad name when people assume that John Wanamaker's experience is par for the course. But it doesn't have to be that way.
I have pulled together some of my favourite blogs on how to make sure your marketing spend pays off...
How long does it take to buy from you?
This sounds like an easy question. But, it actually has 3 different answers depending on what you want to do with the information.
You might be talking about elapsed time, accrued time or your welcome window. Here's the meaning of each time-period and when you should use it in your marketing strategy.
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