Measuring Results in Marketing
So you blog ... daily. So you write a weekly newsletter. So you regularly post on social media. So you do speaking engagements. So you send proper follow-up marketing messages. So, so, so, so ... do you have direct sales results you can pinpoint? I have this question asked regularly. I'm going to give you a non-answer: no, but I know I have to do it. The basic formula is don't stop the machine because you can't define why you have a widget at the end. What will happen if you stop a machine? Will the widget still appear at the end? You know the answer -- no. Widget not made widgets not dispensed. The underlining lesson: you can't stop making widgets and expect to have more widgets. I'll put it clearer: can you afford to stop marketing just to see if your marketing works? If you answer "yes" then you must have some great cash reserves set aside. Stopping the machine ... stopping marketing just to see what happens is risky business. I like to tell clien...