Track Your Marketing and Stick with What Works
Clients often lament to me, “I've tried everything to get clients, Cristina, and nothing works!” And that's the problem, right there.
First of all, with the plethora of marketing strategies available, there's no way they have tried everything. And if they're even coming close, it means they're doing too much.
Second of all, they often don't truly know what is and isn't working; when they do get new leads or new business, they have no way of knowing where it came from.
Lastly, their focus has been to get clients, rather than on encouraging their readers and prospects to take a simple, straightforward call to action that triggers a well-planned marketing process.
Here is what I suggest they do instead:
- Pick a handful of marketing strategies and do them consistently for one month. Don't make matters worse by spreading yourself all over the marketing map. Choose 7-10 marketing strategies that you'll engage in on a daily or weekly basis for at least one full month and see what kind of results you get. It's just not reasonable to expect results after just one week of marketing. Some of my favorite strategies are: article writing, speaking, networking events, blogging, sending an email newsletter, podcasting, personal emails, letters and phone calls.
The trick, at first, is to use strategies that you enjoy and that come naturally to you. As time goes by, you will gain the confidence to stretch yourself a little more, come out of your comfort zone and try something new.
- Track where people are coming from. You need to know which strategies are making the most impact and attracting the most attention. The easiest way to find out is to ask. If someone mentions that they heard about you, ask them from where. Or add a ‘referred by' box to your sign-up form.
If you're a little more tech-savvy, you can use Google Analytics to see where your website traffic is coming from, and you can usually also track which links people click on in your email campaigns. Pay attention to these numbers. When networking (online or offline), test out just one group at a time, e.g., for one month. Once you know what's working, you can replicate your success to other groups and to other marketing strategies.
- Choose one measurable call to action. Without a clearly defined, simple and free request, your audience won't know what to do next and will move on to something else. A compelling call to action like, “Want more tips about marketing? Grab your free copy of my special report,” gives your readers a reason to stick around. The best calls to action are to sign up for your mailing list, to register for a free event or to request your free information product.
When you have one specific call to action as the focus of all of your marketing efforts, you'll have clear evidence about: (1) whether your marketing strategy is working to attract people to your website and (2) whether your call to action is compelling enough for them to take action once they've arrived. You can tweak either of these as needed.
Don't get bogged down by the latest must-try marketing strategy or by what everybody else is doing. Be clear, consistent and targeted and keep track of your results. Eventually, you'll see a pattern emerge and then you'll know exactly where to spend your precious marketing time, energy and money.
© 2008 Cristina Favreau. All rights reserved.
Cristina Favreau specializes in teaching independent service professionals who struggle with marketing, so they get more visibility, build their credibility and increase their self-confidence. Get her complimentary “12 Mistakes To Avoid in Your 30-Second Intro” ecourse at http://cristinafavreau.com/index.htm
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