If “How much should I spend?” is the king of FAQs, this one is certainly the queen. Measurement is important, which is why our Do-It-For-Me Marketing framework is underpinned by email marketing. Not only is email fast and cheap – it’s measureable. Free email distribution tools such as MailChimp* record opening rates and click throughs which provide you with a clear indication of who’s looking at your email and who’s responded by clicking on a link.
*MailChimp is free for databases of up to 2000 subscriptions.
As part of our Do-It-For-Me Marketing service we provide our clients with an opening rate and click through report following each email campaign we send on their behalf. We also offer guidance for setting up your database so that the reports are as valuable as possible. That is, actual lists of the names of those who looked and clicked. Google Analytics will also provide you with evidence as you start to notice more visitors to your website, and you might even find that once visitors arrive they are staying longer and opening more and more pages on your website.
Then of course there are the other indicators, which people often don’t formally record. These include the extra telephone calls, comments by your existing clients or COIs who have noticed your marketing and, of course, there is your top line evidence – extra or new business – from existing and new clients. Because marketing is cumulative, businesses often fail to recognise that new business you will secure later is the result of the marketing you’re doing now.