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Several months ago, you were
sent an email about the
difference between marketing
and advertising. Hopefully
you took that message to
heart. After all,
one of the greatest benefits
of marketing is the ability
to measure your efforts.
And, for a business owner,
this is a valuable ability.
You see, when you measure
your marketing efforts...
and then take the time to
make the appropriate
changes, you are going to
see the results in the
increased number of sales.
A few
months ago I attended a
seminar, where Jay Conrad
Levinson (Father
of Guerrilla Marketing)
spoke, I was actually able
to get some quality
one-on-one time with him.
One of the things that he
stressed during his
presentation, was
"So many businesses STOP
marketing when they do not
see immediate results."...
"It takes a little bit of
time to determine if the
advertizing and marketing
you are doing is
working!!!!"
You
will never know what is
working with out
MEASURING!!!!!
Early in my career I worked
briefly learning from Dr.
Deming, (Father of Total
Quality Management and the
primary reason of the
Re-Birth of Japan in the
early 50's) He used this
phrase and it has has stuck
with me for many years...
"If you can't
measure it, you can't change
it., If you don't measure
it, you will never change.
Know what to measure and use
it to change for the
better."
In fact, this last point is
one of the primary reasons,
people and businesses keep
doing the same thing over
and over again. They can't
measure the results they are
getting back...
Interesting.
So how can you measure your
marketing efforts? Well,
good tracking and measuring
is going to take a
combination of Internet
know-how and automated,
marketing systems. But,
between the two, you can
easily track and measure:
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Lead sources
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Email open rates
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Email opt-in rates
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Email links
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User interactions
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Promotion responses
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And, of course your resulting sales!
When you are able to SEE
what is working, your
marketing will become more
specific, targeted, and
successful. Even with a
stellar marketing campaign,
there is always room for
improvement. Measuring your
results gives you the chance
to keep getting better, and
bring in more and more
sales.
Remember
Dr. W. Edwards Deming words,
"If you can't
measure it, you can't change
it., If you don't measure
it, you will never change.
Know what to measure and use
it to change for the
better."
Also remember
Jay Conrad Levinson's words,
and I will paraphrase here,
"Do what you are doing long
enough to get good numbers
to MEASURE...."
When uncertainty rules...
marketing campaigns are
nothing more than a shot in
the dark! With the ability
to measure, track, and
tweak, you can become a
marketing powerhouse and
start adding more money to
your bank account!
Also, s/span>ee
"Infusionsoft's
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their Software.
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