Once you commit to investing resources into a marketing campaign it’s so important to then further invest in monitoring the campaign’s effectiveness and potentially follow-up and adjust it.
It doesn’t matter if you’ve decided to launch a postcard campaign for the first time in company history or if you’re running a third magnet distribution this year, EVERYTHING must be tracked and recorded.
I’ve been a service business owner for over two decades and I still am a bit shy about spending the bucks on campaigns where I may not know the sort of result I can get, so having certifiable evidence of previous campaigns helps provide clarity to decision making.
What’s really great about tracking campaign effectiveness is you develop such a greater understanding of your customers and their buying behaviours.
I’ll give you a hypothetical example over how you can launch two marketing campaigns in one area and then benefit from comparisons in the results they generate.
Let’s say you’ve got an idea to target a particular location over the next 12 months, because you’re really wanting to establish your brand in this area and getting people to think of your company first when they need servicing.
You could decide to split-test (also known as A/B testing) between running a postcard campaign and a magnet distribution over the next three months.
Postcards are of course cheaper to manufacture and deliver whilst magnets are the more expensive option (which comes with their greater worth, being there’s a real activity using a magnet opposed to a postcard), so it makes sense to see if one of the two options garners a particularly strong market response.
Once the three months have finished you’ll begin to have somewhat of an understanding on which of the two has been favoured by your customers.
If there’s a clear-cut leader (e.g. magnets) you can then base your next six months on a predominantly magnet-based campaign but still using postcards where necessary.
After this six months you’ll have a strong database of results to work off and you can then tailor the remaining three months accordingly to this.
The key is to be relentless!
If people are consistently receiving marketing material with perceived value from your company and you’re getting positive online reviews, word will spread and your target market is going to respond to your company.
It’s a waste for a company to decide to spend money on a marketing campaign if they then cannot see the returns their investment is generating.
Always be prepared to adjust your campaigns and have as much relevant data available to guide your decision-making process instead of relying on gut instincts or emotions.
It will be information available exclusively for your company and you won’t be basing your marketing ideas on another company in your area just because it’s what they’re doing.
Monitor everything, be proactive and split-test and get your company image out into your target markets to give customers reasons to call your company and get the best returns on your marketing investments.