Are you wasting money on digital marketing that isn't working?

Using analogies can often help those who aren’t too familiar with a topic, point of view or concept to better understand in ways they can relate. 

I typically use lots of analogies in helping business owners understand marketing in ways they can tangibly understand.

When they do, talking about their marketing efforts, or their goals and how we can organize a marketing campaign to assist in achieving those goals makes things a lot easier and efficient. 

Instead of spewing analytic jargon or benchmark KPIs at you, I’ll provide a way to understand measuring your digital marketing efforts in a way that won’t require you to be a data scientist. 

Before I do, I want to point out that most of you working with low cost digital marketing consultants, agencies and the like do NOT typically offer you anything in the way of helping you realize ROI, or success benchmarks. 

(Sample of a LookerStudio Dashboard for client that measures form submissions and phone calls) 

They don’t acknowledge that in order to invest budget into something that should yield some level of success and meet your expectations, that they need to first before starting any campaign realize what YOUR business needs first and foremost. 

That could be more booked phone appointments, requests for quotes, student application submissions, downloads of a company product sheet - but something! 

In Google analytics terms these are considered to be “events” 

Tracking events is something we do all the time.

That’s how we, and our clients, know things are either on or off track.

Then we actually know what specifically we need to resolve for the next month. 

Digital Marketing as a Salesperson's Toolbox

Imagine a salesperson who's trying to increase their sales. They have a toolbox filled with various tools: brochures, samples, cold calls, emails, and social media posts.

Without tracking and measuring, the salesperson might not know which tools are actually working. They could be wasting time and resources on ineffective strategies.

Tracking and measuring is like looking inside the toolbox and seeing which tools are being used the most and which ones are leading to the most sales. 

This helps the salesperson:

• Identify successful strategies: They can see which tools or techniques are generating the most leads and conversions.
• Optimize their approach: They can refine their techniques and allocate more resources to the most effective methods.
• Avoid wasting time: They can stop using tools or strategies that aren't producing results.

In digital marketing, tracking and measuring is equally important. It helps businesses understand:

• Which channels are driving conversions: Are you getting more conversions from social media, search engines, or email marketing?
• How visitors are engaging with your website: Are they spending time on your site, clicking on links, or booking appointments?
• The ROI of your marketing efforts: Are your marketing campaigns generating a positive return on investment?

You, as a business owner, must know your numbers, that includes all your marketing and sales efforts. 

By tracking and measuring your digital marketing efforts, your business can make data-driven decisions and optimize those campaigns for maximum effectiveness.

When that happens, you see ways to tweak or optimize your marketing efforts

When that happens, you see results. 

When that happens, your business grows incrementally over time 

When that happens, you invest in other business building activities

This is a basic digital marketing principle that, if ignored, or overlooked will tank any digital marketing campaign or effort you decide to invest any amount of time or money into. 

This is precisely why when we start work with a new client, we have them all go through an exhaustive Digital Marketing Assessment.

In that assessment, we’re reviewing their existing analytics, we’re assessing how the platform is set up - not just how their website is performing. 

In many cases, we see the default events set up, page views, page visits, but the actual action that matters when a visitor enters their website is most often not tracked, or missing basic elements. 

In that assessment we’re specifically looking for how your business is tracking and measuring specific conversion elements in your website - or across all other platforms. 

Does your YouTube channel have a primary call to action? 

Does your Linkedin Company page inform visitors when your next event will be? 

How do those prospective clients find out about your business? (Word of mouth is great, but what about all those that do not know about your business, but are looking for someone to help them?) 

Tracking and measuring all ways your prospective clients can find out about your business is critically important to the overall growth of your brand. 

Typically, if they hear of your business through a podcast, or on some live event, they’ll go to Google and search it - are you able to track those? 

What about your email platform? When was the last time you assessed your email marketing efforts? 

Hopefully, my point is being made here. You can’t measure what you don’t track. 

Therefore, you can’t know if that paid search campaign, or that SEO program or your YouTube channel is working at all effectively if you aren’t taking the right data driven approach that many large corporations typically have in place. 

You do not need to be a multi-billion dollar organization to have good analytics and solid reporting in place. 

If you’re wondering how, I can help!

I am hosting a Live Event, that is strictly educational, and a safe place where you can ask any digital marketing questions you have - go here to get on that waitlist for the next scheduled Live Event.

It is Free to attend!