Run time: 53 seconds
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How will you tell if your marketing plan is successful?
It’s not as simple as ‘are we getting more leads and customers?’ because it can take a while for marketing activities to pay off, or multiple touch points for somebody to convert. So begin by picking a marketing measurement based on the activities that you’re carrying out, then pick targets whether that’s just drawing a line in the sand to compare against, and define how regularly you’re going to review those measurements. Define who’s responsible and put it in the diary to make sure it happens. If you’re not sure which measurements to pick, then we’ve linked to a post below that will help you decide and define the difference between a vanity and a clarity metric – an important thing to think about.
Next week we’re going to be making sure that your marketing plan isn’t mostly ornamental, and if you’re not sure what that means, find out next week.
Resource links
Do you measure what matters? How to pick the best marketing measurements
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