Measure It, Manage It
You’ve heard the old saying that you get what you measure, right? And that isn’t just measuring sales and revenue; great marketing should also provide you with the data to track your progress, identify weaknesses, measure improvements and make informed strategy recommendations.
In this section, we will cover:
- The most important metrics you need to track on a regular basis to help you see a clear picture of performance;
- Making sure your website is found, visited and scored highly by search engines to take your online profile further out into the world;
- Setting real-world marketing budgets that are more than a hunch, and evidencing exactly how the spend is getting you closer to your goals;
- A pricing guide that might surprise you with its simplicity, and will almost certainly uncover a better way to sell;
- The number one system that successful small businesses rely on to keep customers happy and make sales easier
Signs that this might be an area that needs work in your business include a marketing budget that vanishes without much of a trace, blank faces in response to the question of your non-financial metrics, and a sales process that just feels like it’s more effort than it needs to be.
There is no right or wrong sequence to tackle any of the components in the BUILD marketing process, but some of the steps do relate to each other so doing them together will always be more effective and efficient. Start with the pieces in the journey that you relate to most strongly.
