As well-researched as your marketing plan is, you'll never really know what works until you quantify its effectiveness by tracking your results. To learn what resonates with your audience, A/B split-test different versions of your work and track some of these data points:

  • Open, click-through, and conversion rates for your email marketing sends
  • Length of the buying process
  • Which channels have the highest return on investment
  • Which types of web content gain the most engagement
  • Reasons why customers are leaving/not returning
  • Overall revenue and profit
  • How your results compare to industry benchmarks

By actually measuring what's working in your marketing, you'll be able to optimize your marketing plan, spend more on what's generating results for your small business, and cut back on what isn't.

Published on: Jul 22, 2017