And what to do about it
It may sound like a silly topic for an article, but it is an important one. As the owner of a small business, you need to know if your marketing is working. After all, you are investing time, effort and money into marketing your small business and you want a return on that investment. Here’s 6 ways to tell if your marketing is working – and what to do about it if it isn’t…
1. You’re selling more
Pretty obvious comment really. If your sales have gone up, your marketing is working. If you sell directly from an ecommerce website (whether B2B or B2C), it will be obvious quickly when changes to your marketing take effect. If you have a longer sales cycle, it will take more time to see if your marketing is working. Look at your average sales cycle and assess your marketing at that point.
If you aren’t selling more, it will because of one of these reasons:
- Your marketing isn’t working, or
- Your sales function isn’t working effectively
2. You’re getting more leads
Improving your marketing delivers more leads. Assuming these are the right leads, this is a key measure for your marketing, showing whether it is working, or not.
As part of your marketing planning, you will have identified your Ideal Clients and target audiences. If the leads you are getting come from your target audiences, all is good. As the number of leads keep increasing, keep investing in the marketing that is generating your leads. You are checking what is working, aren’t you? If not, go here for an ROI Calculator that will help you identify what is and isn’t working.
If your marketing is aimed at getting more leads (not all marketing is), and you aren’t, you will need to review your marketing plan.
3. You have happier staff
Something that is often not considered is the impact of your marketing internally. Happier staff will show in many ways, including:
- Fewer resignations
- Less sick leave being used
- Happier customers (always a good thing)
- More testimonials coming in (because of the point above)
- A better atmosphere in the office
If you are making major changes to the business, there has to be internal marketing and you can see more reasons for internal marketing here.
4. Your marketing numbers are improving
Leads and sales are key marketing numbers, but the others that form your marketing dashboard will very quickly show you if your marketing is working. If you haven’t got the tools to measure web traffic, Ad clicks, and other key marketing measures, we recommend you put them in place very quickly. Google Analytics is free and is quickly added to your website. You can find out more here. Many web hosting platforms, such as Wix and Shopify, have their own basic web analytics, but we always recommend Google. It has more functionality and the stats you need.
The analytics will show you within a few hours if your marketing is working.
5. Your website is ranking higher in the search engines
If content marketing is a key part of your marketing strategy, you will be looking for your search engine rankings to improve. Google’s Search Console will help you identify how your content is driving ranking improvements, but you will get more comprehensive results from tools such as SEMrush. SEMrush is an agency only tool, so you will need some help here (we can provide an initial assessment and provide recommendations – click here to accept our offer).
When you do talk to an agency, make sure they are showing you both the rankings and the number of searches for the keywords being measured. Ranking for a search term with 10 searches a month is far less important than for a keyword with 1000 searches a month. Bitter experience when helping clients has shown us this sometimes doesn’t happen.
6. Your business is growing
Needing to add staff is a clear sign that your marketing is working. Needing more staff only comes from more work coming in. Whether that work is from your current customers asking you to do more, or more customers, it is the result of your marketing, whether that is account based marketing (ABM) or new customer marketing.
We are assuming that you are actively marketing to your current customers. If you’re not, you are missing a trick. Unless you only sell one product/service, not all your customers are buying everything they can from you. Make sure you are telling them what else they can buy. This tool will help you identify the opportunities.
If you are seeing improvements in these ways, you will know your marketing is working. If you aren’t you need to re-assess your marketing. We can, of course, help with this. Call us on 020 8634 5911 to talk.