Give your marketing tools a job

Each tool you employ as part of your marketing strategy should have a job – something to DO. Otherwise it will just sit and “be” and that is not good.

Here are example “jobs” you could give each marketing tool. Try to limit each tool to one or two primary purposes:

• Encourage people to sign up for your newsletter
• Drive people to your website
• Sell your service
• Drive people to download your audio recording

Each job has an intended result, and that’s how you know whether or not it’s working.

• Job: Encourage people to sign up for the newsletter –> Result: Increased signups AS A RESULT of that specific tool
• Job: Drive people to the website –> Result: Increased hits to your website AS A RESULT of that specific tool
• Job: Sell your service –> Result: Increased sales AS A RESULT of that specific tool
• Job: Drive people to download audio recording –> Result: Increased downloads of the recording AS A RESULT of that specific tool

Metrics

So now that your tools have a job, you need a way to determine if they’re doing that job, and that means you need to use marketing metrics. Metrics are the measurements you use to determine what results you’re really getting.

If you currently have no way of tracking hits to your website, then you are starting at ground zero. You can’t even begin to determine whether or not your website copy, action words, tone of voice, functionality, is effective becuase you dont’ even know if people are coming to your site at all!

You could say, “My site gets no action” (meaning, no leads) but does your site even get any traffic? If so, what are your ratio expectations? Set this upfront: how many visitors to your website do you expect to actually contact you? If you say 100% then you and I need to talk! (And you need to do some market research)

Utilize Metrics to determine how well your tools are working. Here are some suggestions:

• Analytics can determine how much traffic your website is getting
• ASK people how they came to know about you
• Track clickthroughs of your email marketing campaigns
• For each marketing tool, use a different sales page with a unique URL to determine where sales are coming from

© 2008 – 2009, Tia Peterson. All rights reserved. This text may be reproduced with permission. Please contact tia@tiadpeterson.com to request permission to reuse this content. Thank you!

— Tia Peterson

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