Marketing and other voodoo
“I just don’t know what is working and what isn’t working.” Have you ever thought or said that about your business marketing strategy? Do you have a strategy? Is it the radio ads that are working? Is it the Google ads? Is it organic search? Is it word of mouth and referrals? I don’t know. Even when a customer says “We found you on the internet” what does that even mean? You’re probably listed on sites you didn’t even know you were listed on.
What do you do if you can’t put your finger on it? I’m a bit of a stickler for details and the details are eluding me. The good thing, is that something seems to be working. Are your customers still coming in? Mine are. I’m just not sure exactly why. I’ve blogged about this very issue before and yet I’m still unable to collect the data in a fashion that tells me what is working.
I’ve been told that a potential customer who actually needs your service needs to see your advertising between seven and twelve times just to “maybe” think about using your service. Maybe. So maybe, just maybe (that’s a lot of maybes) the equations is the sum of all parts equals one customer. I really don’t know just yet but you can be sure I’m going to find out.
Here’s what I know so far. Marketing that does not give direct feedback is sort of like magic to me. Radio for example, I have no idea who is hearing my message. I only get a report saying that the ad played. Whoopee. I knew that going in. I even have a specific phone number to track calls but that is not even a fool proof method. What does work is talking to people directly. I like that. I like the feedback.
So I am paddling in the lake of marketing uncertainty only really knowing that I’m exerting effort but the tide seems to be sloshing me all around without a discernible course.
What’s worked for you?