Marketing experts* like Pam Slim get asked, constantly, why other’s marketing isn’t working; Twitter hasn’t brought any sales they say, or Facebook ads ROI hasn’t been what they expected. Name a digitally-based service, and there’s a story of woe about how time and money spent with it hasn’t produced results promised.
The problem here isn’t the tools, and it may not be the product or service offered, but rather the idea that marketing is just like advertising. That marketing should have a direct, trackable impact (it certainly may, but usually not as immediately as a print or online advertisement). That marketing will solve all of your event or business woes.
Marketing is a relationship. It’s not a coupon, it’s not just a series of tweets, and it’s not a QR code that saves $10 off event registration. And it takes a heckuva lot longer than the weeks or months leading up to your event. It’s a full-time, always-on practice that often costs more time than money. So how can you check if your marketing is working?
Are you keeping tabs on who clicks on your newsletters, how many people use your landing page to register, and how many people followed check-in instructions? You should be. Check out something like MailChimp and UnBounce to get these things done.
Data is great, as long as you know how to interpret it. While we don’t profess to be customer data experts, tracking and recording customer behavioral information is an integral first step in understanding how your choices affect your customers’.
If your analysis revealed site visitors preferred 30 second videos over 90 second ones (LoopLogic can reveal this sort of data), are you in a position to act? Far too many content creators spend more time gather and analyzing data than acting on it, a huge mistake in a digital world that can be changed fairly easily.
HubSpot has great tutorials if you’re just getting started.
*Not certain Slim would cop to being a marketing expert, but she’s able to answer marketing industry questions well and often, so we’re comfortable labeling her as such.