Are you are a small or a family run business? How do you monitor your marketing successes? Sales figures of course give some indication as they increase or fall. Monitoring if you are selling consumables it is easier, but can be affected by other influences such as seasonal variations in weather, changes in the economy and fashions. You still then need to make sure your marketing strategy and campaigns are hitting the spot and monitoring is the way to do this.
Understand the results of your campaigns and you can adjust and improve your marketing strategy for future campaigns. While it is easy to monitor web visitors, blog followers and Facebook likes what does this really tell you about the success or otherwise of your campaigns?
Monitoring visitors to your shop, hotel or tourist venue, it can seem to be simple to set up a monitoring system asking your visitors how they found you and why they buy from you. Responses might be from ads, yell, or a Google search. But be aware each of these options can hide a multitude of variations. For example someone who has read an ad or a piece of PR may then go on to search for you on Google. Perhaps ticking the box for Google search, completely invalidating the effects of your ad or PR campaign.
More in depth but simple solutions will give you much more insight. Use your Google statistics to monitor the number of web site visits following the publication of ads or when PR is launched. Use this method to test out offers, launches, sales, new services, web site updates. Don't forget to tie this in with the length of time people have spent on your web site and how many pages they look at.
Mailing opens and clicks through to your web site are also revealing. Don't forget that some people will then contact your directly rather than order or contact you online. For social media, check out your most popular tweets using your Twitter statistics, numbers responding to your tweets, visiting your web site and the same with Facebook. One simple way to monitor response to ads and offers in mailings is to use a code which must be quoted when making an enquiry or buying.
Make monitoring a fundamental part of your marketing strategy and you will gain insights to improve future campaigns. As important you will gain control of your marketing putting you in control.