The fastest way to improve your bottom line

Efficiency is the fastest way to improve your bottom line. It is also the hardest thing to achieve in marketing.  Impossible?  No. Difficult? Not really. I have my theories as to the psychology of why people choose to avoid the simple steps of efficiency... but that’s a different conversation entirely.

Efficiency in marketing can be...

Efficiency is the fastest way to improve your bottom line. It is also the hardest thing to achieve in marketing.  Impossible?  No. Difficult? Not really. I have my theories as to the psychology of why people choose to avoid the simple steps of efficiency... but that’s a different conversation entirely.

Efficiency in marketing can be broken down into big concepts. There is 1) Market Exposure, 2) Appeal and 3) Exchange of Information.  In all cases, there are expenses, responsibilities and metrics which can be attached. The most common complaint I hear from prospective clients is, “My marketing isn’t working!”  Stated like that, no wonder it isn’t working.  Marketing isn’t one big amorphous thing. When I hear that, I know I need to help break it all down and introduce metrics and why we use them.  Efficiencies follow if my advice is followed.

Market Exposure: You can measure this with tracking technologies. Online functions can be measured with Google Analytics, Paid Search can be tracked in a number of ways and incoming contacts can be tracked with email forms and tracking numbers.  Offline functions can be tracked with tracking numbers and response strategies.  Are you reaching your market? If you are not using these technologies and following the reports, then how do you really know?

Appeal: How do we know if some likes your web site?  How do we know if someone is responding to your advertising message?  We can tell by what they do.  Online, this is easily accomplished by evaluating the user experience by critically examining your Google Analytics. Offline, tracking technologies tell us if people are responding to your calls to action.  How does this play into people who take time to respond?  We establish use benchmarks using the same metrics.  Yes, we can tell if your marketing is working even if you have a lull in the phone ringing.

Exchange of Information: Most people blame their marketing when it is working just fine but the ball is being dropped here. Sales is the exchange of information.  You can put all your money into a marketing and media plan that works great and poor sales skills and performance can waste it all. Separating this element out, measuring it properly and investing in it properly makes the whole thing work better.

Efficiency can be achieved in all of these areas fairly routinely.  So, are you doing it?  Odds are you are not.  Want to take some baby steps?  Try my coaching program or our SEO program.  Both are affordable ways to leverage metrics and begin a move toward efficiency.  And, efficiency is the fastest way to improve your bottom line.  How about letting us help?  Contact me at donald@dogstarmedia.com and we will do just that.