Doing the same thing and expecting different results. This is the definition of insanity. We all suffer from this so I wanted to make this the “D” in our A-Z local business training.
Ok, raise your hands if you mainly rely on the newspaper, yellow pages, billboards or direct mail to market your business. These platforms still have a place in an overall marketing strategy but let’s face it, they do not provide the best bang for the marketing buck.
Why are these platforms not the best way to market our businesses? One work – TRACKING. How do you track the return on investment (ROI) for a billboard? ROI for the newspaper?
Yes, you can add a code or a different phone number etc. but let’s face it, it is old school.
We don’t want to operate under the definition of insanity anymore. We want valid proven results for the best ROI we can obtain.
If you are not familiar with the newer marketing platforms, techniques and proven performers, you can read about them in DotCom Secrets. Russell details the newest and best ways to marketing in the Dot Com world. I have read this book at least 5 times over as there is so many tricks and tips. I missed a lot of them the first time around. Also, it is FREE with shipping!
So what is the key?
The key to marketing and advertising is TRACKING. If you can not track where leads are coming from or how they convert to customers or sales, you are wasting money.
By using ongoing tweaking, testing and analysis, your ROI will continue to increase. The goal is put in X amount of dollars and get 4X or 6X or 10X back in revenue or profit, right?
Our favorite platform is EMAIL, as I have talked about before. But using Facebook, Youtube and others is a fact of life. The key is placing tracking code or pixels on EACH platform. Then, the winners will be obvious. You kill the losers and pump up the winners.
Welcome to the new world of high tech marketing. Don’t be afraid though. This type of marketing is easily outsourced or easy to learn if you choose. I will teach these techniques in a future post or course.