4. There will be tracking and measurement
If you want real profits from your marketing, you’re no longer going to permit any advertising, marketing, or selling investments to be made without direct and accurate tracking, measurement and accountability. You’ll be given all sorts of arguments against such a harsh position by media salespeople, by online media champions talking a “new” language of “new metrics,” by staff and peers. You’ll hear terms like “engagement” and “reach” and “virality,” with no data to back up the results. You’ll smile and politely say, “Rubbish.” Each dollar sent out to forage must come back with more and/or must meet predetermined objectives. There will be no freeloaders; there will be no slackers.
Related: Building an eCommerce Website: 8 Technical Aspects You Need to Know
5. There will be follow-up
Often, I find business owners with more holes in their bucket than they’ve got bucket. People read your ad, get your letter, see your sign, find you online, call or visit your place of business, ask your receptionist or staff questions, and that’s it. There’s no capture of the prospect’s name, physical address, email address, and no offer to immediately send an information package, free report, coupons. This is criminal waste.
I’ve been poor, so I abhor and condemn waste. Just how much waste are you permitting to slop around in your business? Probably a lot. When you invest in advertising and marketing, you don’t just pay for the customers you get. You pay a price for every call, every walk-in. Every one. Doing nothing with one is like flushing money down the toilet.
To be simplistic, if you invest $1,000 in an ad campaign and get 50 phone calls, you bought each call for $20. If you’re going to waste one, take a nice, crisp $20 bill, go into the bathroom, tear the bill into pieces, let the pieces flutter into the toilet, and flush. Stand there and watch it go away. If you’re going to do nothing with 30 of those 50 calls, stand there and do it 30 times. Feel it.
You probably won’t like how it feels. Good.
Remember that feeling every time you fail to thoroughly follow up on a lead or with a customer.
6. Results rule
Results rule. Period. Consider the simple agreement: You want your car hand-washed and waxed outside, vacuumed inside, for which you will pay your neighbor’s teen $20. If he doesn’t wash or wax or vacuum the car but wants the $20 anyway, what possible “story” could he offer in place of the result of a clean car that would satisfy you? I would hope none. You didn’t offer to pay for a story. You offered to pay for a clean car. The same is true with advertising and marketing investments in social media. Don’t let anyone confuse, bamboozle or convince you otherwise. Further, no opinions count — not even yours.