Sometimes asking the right question is more important than getting the right answer. These are 4 questions that every marketer should ask before they make decisions.
1) What should I be measuring?
This is the first and most important question any marketer should ask. Before you begin analyzing results it is critical to actually measure the right things.
So, what are you measuring?
Are you measuring total lead volume? Are you making decisions based on phone calls, form fill-outs or total revenue generated from a specific marketing campaign?
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Once you know what you want to measure, you can then make decisions about the tools that you would use to measure your marketing. Do you need to invest in call tracking, or Google Analytics? Or both? Do you need to invest in lead scoring?
Determining what you need to measure is very, very important.
2) What specific data should I use to make decisions?
Once you decide what to measure, and you’ve invested in the tools to measure those things, you can move on to the next question which is: what specific data should I use to make decisions?
Data is not created equal. For example, a tire shop would care about phone calls above any other metric. They need to know how many calls they’re receiving and which advertising channels are producing those calls. They care a little bit less about web traffic. Driving people to their website is less important to them.
Determine which data you will use to make decisions.
3) Which tactics are working and which are not?
Be honest with yourself.
Many marketing teams assume that tradeshows work. They assume that PPC works. They assume that content marketing works. And when confronted with data that contradicts those assumptions, they ignore the data.
The data will demonstrate which tactics are working and which are not. If your CPL for tradeshows is 2x your CPL for PPC campaigns, you need to adjust your marketing budget.
Use the data and ask yourself honestly: which tactics are working and which are not?
4) How long should I experiment before I demand results?
I don’t have the answer to this question, but you need to ask it. Are you comfortable giving your SEO firm 9 months to generate results? Will you realistically persist in a time-consuming content marketing strategy? How long will you give it to work?
There is no right answer. But make sure you ask the question.