Marketing Without Measuring = DUMB
2.5 min read
You’re losing tons of money.
Money is flying out the window and being flushed down the toilet. You might as well burn it.
Every day you waste more and more of it.
How is your business wasting money?
Most small and medium-sized businesses simply don’t know which forms of advertising are effective and which are not. They have no clue if that had they just spent money on is driving web traffic, phone calls or actual customers. They have no clue if
They simply don’t know what’s working and what isn’t. They aren’t ad tracking and they don’t have a clue.
Here’s the simple fact: many businesses just throw money at advertising and marketing and assume it must be working. They hope. They wish. Maybe they even pray that their marketing is working. But, they don’t KNOW.
That’s a waste of money. Every day that your business fails to ad track, to measure the effectiveness of every piece of its advertising, is a day that your business is losing money. (Because at least one form of advertising isn’t pulling it’s weight and isn’t returning your investment; you just don’t know which one).
You hire a new employee. You pay him money. You have high expectations and you believe in your new employee. You have great confidence in his ability. He looks like a good worker and acts like an intelligent employee. He’s going to be successful. (You think).
Then when the time comes for him to start the job, you just assume he’s working effectively. You never check up on him. You never evaluate his performance or his effort. And even if you wanted to, you don’t have the tools available to evaluate him. In fact, you have no idea if he’s even coming to work. You don’t know if he’s at the office or at home playing video games. You don’t know. It’s possible he’s dead or in the hospital. Or, it’s possible he’s a genius and is making your company money. You just don’t know. Either way, you keep paying him anyway.
The above analogy is dumb. It wouldn’t ever happen. No one would hire someone, pay them money and then just assume they’re working. And yet that’s exactly what many businesses do when they don’t use ad tracking tools.
Far too many businesses create flashy marketing and advertising, invest a lot of money in it and send it out into the world to work. Then they make no effort to track it, to measure it, to evaluate it. They don’t use any ad tracking tool. They just continue to throw advertising against a wall, close their eyes and hope something sticks.
That’s dumb. It’s just as dumb as hiring an employee and never ever caring if he works.
If you aren’t tracking your advertising you are losing money. You have to know what forms of advertising and marketing are working and which are not. You simply have to know. If you don’t you are losing money. Period. Always. You need to know what is generating phone calls and web traffic and what isn’t.
My guess is you’re losing gobs and gobs of money. So, please, please, please, track your ads!
Originally published on Dec 1, 2011. Updated on Nov. 2, 2018.