If you don’t know what’s working and what’s not, it’s difficult to make informed decisions about your business.
“Customers usually come from many sources, but to make your marketing really work, you need to find out how they heard about you.”
So how can you find out?
You can create a tick sheet, listing the ways someone may have heard about you: newspaper ads, direct mail, fliers, phone directory, referrals, walk-by traffic, social media, etc
Every time someone buys or even enquires, ask them this question, “By the way, can I just ask where you heard about my business?”
Make a mark on your tick sheet in the relevant column. Keep track, and ensure every member of your team does the same. (Give them a script to follow to make it easier for them if necessary)
At the end of a given period of time, a few weeks or maybe a month, count up the scores and use the figures to decide which method of your marketing is giving you the best return on your investment.
By doing this you can see what’s not working and try to change it.
If an ad is getting a very low response, while others with the same offer and copy are doing well, you may decide to kill it straight away or maybe you’ll want to change the target of the ad. The point is, when you know what is working and what isn’t, you can look deeper and make better decisions about how to run your advertising.
Here are a couple of things you can do to make the task simpler.
- Go back over your past ads and think about how well each one worked. Pull out the best couple and see if you can pick what gave them their edge. Look at what your competitors are doing. Do they have an ad which they can run every week? What can you learn from it?
- Next, go through this process with each marketing piece that you are currently using and run through each of the strategies you know are working in depth, examining why these are producing results and the others aren’t.
Can you pick the one important attractive point about each? This in itself will teach you a massive amount about your small business and the more you know and understand, the stronger your business will be in the long run.