Not checking your success is like getting up in the morning and going into work without checking the mirror. Hair sticking up at odd angles? Tooth paste all over your chin? You’ll never know!
Same goes for your marketing strategy. Without measuring, you’ll never know if what you’re doing is crazy off and you certainly won’t know how to fix it.
So how do you track your success?
Take a look at what you already have.
Do you have a website, Twitter account, personal blog? Take all of the different channels you are using to market to people and sit down and spend some time evaluating them. How are they performing?
Good? Bad? Ok?
If you’re not sure how to tell, try answering some of these questions:
- What’s the number of impressions (aka views)?
- What’s the engagement? How many people are commenting, liking, retweeting?
- Are those numbers increasing each month, year, decreasing, remaining relatively the same, spiking?
Then, once you have this information, it’s time to dig a little deeper.
Look at some of your content that performed really well. Is it a blog post that got double the normal amount of views? A tweet that got you three times the number of retweets? Understanding these outliers can help you understand what works well and what doesn’t and why.
Once you do that, it’s time to be smart.
Set SMART goals. Not sure how to do that? Here’s a quick explanation. Make sure the goals you are setting are for only the key important features. So take a little time to figure out what those important things are for you and track only those.
Measure Against Goals
Ever set New Year’s resolutions only to never look at them again until next New Years? I did once. The disappointment I felt as I look at that fresh, crisp, untouched list of resolutions motivated me to do better the next year.
Same goes for the goals you set for marketing your book. Periodically stop and see how you’re doing towards meeting your goals. Don’t wait until the end of the year. The paucity of data at that point will most certainly leave you overwhelmed and disheartened. The more frequently you check in, the more you can be sure you’ll stay on track.
Does it look like you’re going to be able to reach them? If not, why not? What can you change?
Some more important questions to ask are:
- How often will you measure?
- What will you measure?
- How will you measure?
Reset and Start Again
Lastly, no marketing strategy should stay stagnant. Every once and a while, take some time to evaluate the overall success of the goals you set. If you hit them, celebrate!
If not, time to get back to work and figure out what you need to different and how you can change your goals so they are more realistic.
Candace signing off to go back to work after a long state of comatose from knee surgery.