Brand Builders Part 21: Do You Monitor and Adjust Your Marketing?

One of the most important parts of building your brand is to pay attention to what’s working and not working. None of it is going to be 100% spot on every time. You’re doing all this work, you’re planning out your year, you’re looking at all these new opportunities, and hopefully, half of it lands like you think it will maybe three quarters. So, you need to be prepared to monitor and adjust. So monitoring, look at what’s working and not working. Is a driving engagement? It doesn’t just go straight to sales, because if you just looking at sales numbers, there’s a whole lot of factors that could get involved.

So, you want to start kind of at the top, how many people are seeing it? Who’s noticing it? What’s the call to action? Are they taking advantage of that, like taking the call to action, and then from there, are those people turning out to be sales? And if so, that’s a plus. If you lose them at any point along the process, you need to figure out what point it is where you are losing them, because that’s where the minus is. And so that’s going to need to be tweaked, adjusted. So, you’ve got to monitor and adjust.

Now, sometimes you can do that in advance a little A B testing. It’s like going to the ophthalmologist, can you see it better now, or now? Does it look better this way, or this way? When you can do that, it really allows you to take stock and say, “Oh, hold on, we did a little small test. 100 people this way, 100 people that way, this one responded much better.” Great. Do more of that and fix this one. This way, you aren’t just spinning your wheels, wasting your time and money.

What I find all too often is that somebody in management says, “I think we should do THIS.” And so, everybody goes off and does it and does it full bore. Instead, try it, do a little taste test, send it out to just a few people and see how well it works. Then you can still go full with it. You can go wide after the fact. So don’t spin your wheels, getting it all the way to finish and then finding out it’s a failure. Fail faster than that. Do a quick little test run. Oops, it’s not working that way, let’s change it. That’s going to be a much better approach for you when it comes to building a better brand.