TC: MOVING THE NEEDLE
Checking the status of your “Traction” is your focus for the week. Traction is a sign that you are growing, that your customer base is expanding and that your bottom line is increasing.
Another word for traction is growth, and your marketing channels fuel that growth. Unfortunately, tracking marketing results is often overlooked.
This morning make a list of all your marketing channels. This includes such marketing efforts as blogs, direct mail, in-person sales calls, e-mails, phone calls, networking, past client follow up, etc.
Once this list is complete, take a look at all the new business you have received in the past 60 days and assign it to one of your marketing efforts. The results of this analysis will tell you what has worked for you in the past 60 days, where your business is coming from and which of your marketing efforts have not produced any results.
If one or two marketing channels produce the majority of your new business, that gives you a good idea as to where you should spend your marketing time and dollars. This type of analysis should be completed every six months.
Change is the only constant in our business environment, so you must always be on the lookout for new marketing opportunities. As new ideas are implemented they will be checked as to the traction they provide; a few may be adopted or replace an existing channel that no longer produces.
The key message is to track the results you get from your marketing effort.
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