Don’t be like everyone else… Make your Marketing measurable!

The absolute majority of businesses advertise in the same way we were doing it a hundred years ago and have no idea if their marketing was getting results. In the next 3 min, I am going to tell you how to get results and most importantly how to measure them. Let’s get into it!

What most business owners get wrong about their Marketing

I want to tell you about a snippet I read in a marketing book that was written over a hundred years ago. The dude who wrote the book was saying:

“Most national advertising is done without justification. It is merely presumed to pay off. 

A little test might show a way to multiply returns.” 

What the guy was talking about is that in his time most advertising was just, advertise. And you hope that it pays off. Maybe more people will know you, maybe you get some money back, who knows right?

The guy who wrote the book (Claud) was his name mentioned that he believes it’s finally over, no more bad advertising, no more doing it, and only hoping it will pay off. 

He believed that shortly every ad we run has to sell something.

Now let me tell you… 

He was wrong. 

Still to this day the majority of businesses advertise and hope it will pay off in some way. 

Most business owners have no idea how to measure their advertising, they spend a thousand euros and have no idea what it was bringing back.

 The moment we start advertising we NEED to know if the returns are measurable, we need to know if that is doing something for us, and if that is having an effect. If yes, what effect? Can we measure it in euros? 

Every Ad needs to have a clear offer and needs to make the prospect actually do something so that we can track what actually happens and if we sell something with our Ads.

Fixing your Marketing

When we spend money on something we measure the result. Doesn’t matter if we're spending money on equipment, lunch, or vendors - we make sure that we get what we pay for, right?

When I started my own business I spoke to quite a lot of business owners about their marketing and most of them told me the same things about what their marketing is for:

‘Well, this ad is for brand name recognition’

‘We’re focused on top-of-mind awareness in our market’

‘This campaign is set up to solidify our branding and brand positioning’ 

This is usually said in a slightly condescending tone designed to make you feel dumb for even asking the question. 

Here’s the ugly truth:

“Most businesses throw away at least half of their marketing budget. Maybe even more than half.”

And that just didn’t sit right with me

How I Stopped Throwing Money Away…

...And How You Can Do The Same

I decided to get to the bottom of this and figure out the formula for effective marketing.

The good news? There was a formula and I figured it out.

The bad news? It took a long time of study, puzzling pieces together, testing it, and using trial and error to figure out what actually worked.

If I had to write out all the elements of the formula we would be sitting here for weeks, so let me give you one of the best shortcuts I found.

Some might recognize it as ‘Pearson’s Law’.

“What is measured, improves.”

Want to immediately and dramatically increase ad results?

Make them measurable by adding a response mechanism. A call to action in every ad that asks the prospect to do something. 

And then you monitor that action like a hawk.

Now you can measure. Test. Figure out what works and what doesn’t.

One of the first things I do when I start working with a client is implement this simple rule:

“Every ad we run needs to be measurable, no exceptions.”

No more jargon. No more vague marketing gobbledygook. Measurable, tangible, solid results.

There are plenty of ways to do this and it’s doable for every single business, yours included. If you want to know how we would do this in your business, get in touch with us today.