“What gets measured gets done.” It’s a popular business adage, and for good reason. The practice of setting measurable goals has proven effective, time and again, at compelling people and organizations to move initiatives forward.
That’s one reason your marketing plan should include measurable goals. A second reason? When you measure the level of engagement your target audience has with your marketing initiatives, you can hone in on which prospects are most likely to be converted and which messages are most meaningful to them.
Easy as 1, 2, 3
Ensure that your marketing plan will compel your prospects (and customers) to act by following these three steps.
Step 1: Set SMART (specific, measurable, attainable, realistic and timely) goals with Key Performance Indicators (KPIs) that align with your organization’s business goals. Examples of KPIs might include a measurable increase in website traffic, a number of new leads generated, or a percentage increase in sales.
Step 2: Identify which data is relevant to your goals and measure it. There’s no end to what you can measure using the analytics tools available today. That’s why it’s important to determine what you should measure, and then put the tools in place to do so.
Step 3: Review your analytics monthly (at a minimum). Effective marketing compels customers to engage and take action. Use analytics tools to measure engagement, including the metrics that are appropriate for your marketing program. You might want to track social media likes, shares, and comments, email click-throughs and replies, length of stay on your website, or contact forms submitted, for example.
Analytics help you discover which prospects are most engaged and therefore most likely to be converted to customers.
Armed with meaningful data, your sales team can go to work converting the most engaged prospects, and your marketing team can hone in on the specific messaging and content that are of interest to them. Likewise, any marketing tactic that isn’t generating engagement can be reworked or scrapped.