Have you ever seen a fly that tries to escape outside only to be blocked by a window? What does the fly do? It keeps flying right smack into the window. It doesn’t try a new route. It stays on the same path and fails constantly. Is your business that fly? A lot of businesses have really poor marketing. Even worse, they keep doing the same thing over and over again without realizing it’s not going to work. They are like the fly that keeps flying into the window.

“Half of my money is wasted on advertising. The problem is I don’t know which half.”

One reason why so many have trouble is they do not track their marketing. Why not create systems where you can track your advertising dollars and see returns from your advertisement to a sale from a customer? By inserting promotional codes or offering coupons with your print ads, you can directly see that your marketing dollars are working effectively. Technology has made this extremely easy with Internet advertising. With Google Adwords, Facebook, and Analytics, you can find out what ads are working, and all kinds of useful information like what keywords potential customers are clicking on.

Trackable marketing tells you that because you spent X amount on marketing and advertising, you received X amount in return. Don’t just think your ads are working, KNOW they are working. One time I told a client that he should stop running an ad, that I was sure it wouldn’t have any effect on the sales of his business. Eventually, I convinced him to stop with the guarantee that if it had effect I’d pay for the ad’s next run. Sure enough, no change. This ad was completely worthless! He was shocked because he was sure it had worked! Had he had a way to track it perhaps he wouldn’t have wasted tons of money on that ad that wasn’t doing anything at all for him!

What can you do right now to start tracking the results and effectiveness of your marketing?

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