I’m sure you’re familiar with it. That old TV cliche where the kids all line up on the doorframe and have their height measured. Usually, there's a little one trying to be taller, but it’s a cliche for a reason. People actually do this. This is how I know my husband was up to my waist at four. True story.
But we as human people like to watch things grow. Kids, plants, our bank accounts. It’s a thing. For some reason, we are driven to watch growth in our world. And when a business is part of your world, it’s nice to watch that grow too.
But you can’t watch something, especially your business, grow without making the effort to stop and track it. Just like kids on a doorframe, watching our efforts pay off in business is the same satisfying warm fuzzy. And this is even more true for our marketing efforts.
Making SMART Goals
If you’re making SMART goals, you’re already on board with this. You know that the M stands for measurable. This is also called quantifiable. You can see the direct result. You can lay your physical or virtual hands on it.
Just because something is measurable, doesn’t mean you're actually doing it. Having a plan is the single most effective way to keep track of where you were, are and going.
Ways To Measure
Speaking from a Squarespace point of view, let’s be honest. There are built in analytics with no fancy mumbo jumbo. It really is as simple as looking and keeping track.
Want to get fancier? Try Google Analytics. G.A. allows you to dig into your data, see where people are coming from (like in the world) and track their progress and your funnels. It’s more complicated than the run of the mill built in analytics, but it has a wealth of knowledge to share if you don’t mind putting in the effort to learn it.
And finally, you can also give Statcounter a shot. It’s free (for a limited amount of space and all the things) but it also allows you to drill into the data without the hoop jumping of Google Analytics, so it proves to be a happy middle ground between built in analytics and the higher end Google version.
Why You Should Measure
Tweak and repeat.
Test and change.
Shift and adjust.
These are all ways to say the same damn thing. That marketing takes a lot of trial and error to figure out. There is for sure strategy behind every move, but all in all it’s one great big experiment. I’m not talking like Bill Nye kind of stuff (is anyone else watching and loving that by the way?) but rather, making small measurable changes that can yield higher results.
This is the way that marketing gets fine tuned for the audience that you are speaking to. And by making these little tiny tweaks, you enable yourself to see what is working and what isn’t at (in Bill Nye terms) a microscopic level, leading to more tailored, defined marketing, leading to higher sales and connectivity from your audience. See where this is going?
But in order to make these small tweaks here and there, you need to know what’s working and what isn’t. And the way to do that is to keep a record of your results.
What You Can Do Today
If you’re already on this, awesome. Good on you. But remember that you need to keep it up and keep moving forward with it. This will allow you to keep growing and changing in a way that benefits you.
If you’re not, now is the time. Now is this time to get it together and start tracking all of the effort you’re putting into your marketing so that you can get a for real grasp of whats working.
And to give you a leg up, how about a worksheet made just for this? All digital and ready to just fill in. Interested? Check it out below.