I am a huge advocate for reviewing your marketing plan and tactics every few months. At the very least, you should review it every 6 months. The end of July is right around the corner which is a perfect time to closely inspect all of your marketing to determine what is working and not working with your marketing.
Here is where most of my clients get stumped. They know the concept of reviewing, but they don't know what information they need to really look at to make decisions like, whether to spend more money on something, or to stop doing it all together.
I want to help make it simple....
Here is the ONE thing you NEED to look at and pay attention to. How well is your marketing delivering traffic to your website? This is the measure to pay attention to. Your website, and I'll preface that with saying that it needs to be a good, user friendly, call to action based website, should be where people make the decision to call, email or buy your product/service. Your website is where most potential customers make the decision to move forward with you in some form. So, a major part of marketing is delivering traffic to your website. Take the amount of money you spend on marketing. Let's say that number is $2000 a month. Let's say you are getting 100 people to your website a month. Divide $2000 by 100 and you get $20 per person, or per lead. The goal is to lower that per person or per lead cost. $20 per lead is actually a pretty big number, now if that $20 then lands you a $20,000 deal then you might decide, hey this is really working for me. You are bringing quality leads to your website. If you sell a $50 dollar product and only two of those leads then purchase, then it's time to reevaluate your marketing efforts and fast.
In general, your marketing is most likely not working or not driving quality traffic to your site due to these reasons:
So, start paying attention to your website traffic. Install Google Analytics to all of the pages of your website and start looking at the analytic information monthly. Then, start tweaking your ads, your messaging, your consistency and your marketing channels until you get the right traffic taking action at your website, and make sure the cost per person or per lead makes sense for the income you want to generate.
As always, to your illumination!