Measuring Marketing: NINE

Measuring your marketing

If you're not measuring the effectiveness of your marketing, you may as well be setting fire to your money. 
We're very lucky these days, in that the marketing techniques we use generally come with some kind of dashboard or report we can run - so see where our money is going, and what adverts are working - or not. 

We're also lucky that Semi Permanent Makeup has an incredibly fast response time where advertising and marketing are concerned. If you put the effort in on your quiet days (you'll know when your quiet days are if you MEASURE your marketing!) you'll reap the rewards very quickly indeed. 

Before the days of social media and 'the Internet', you'd consider an advert in the local paper, or maybe in the window of a local shop. If you were particularly successful, you may advertise in an industry magazine. Measuring marketing back in those days was hardly an exact science, and it took way longer for customers to reach you as a result your efforts. 

These days, you can decide to create a Facebook advert, or a local Google ad, and get messages in your inbox in moments. You can do A/B testing with adverts really easily these days too. We'll cover A/B testing in a later post, but in a nutshell it means posting very similar adverts with slight differences in either text, or the accompanying image. For example, you may want to run an ad about Semi Permanent Makeup with a picture of an aspirational young person. You would then run the same advert with an image of a more mature woman, or even a young man. The advert is released into the wild and you analyse the response. It's a great way to get a feel for your audience. Some A/B Testing involves posting the first 25% as one image, and the next 25% as the other. The image that had a better response is used on the remaining 50% of the campaign.

Back on topic: 

Let's look at the implications of NOT measuring your marketing. If you go ahead and advertise everywhere, on Facebook, Twitter, Instagram, Google, the local paper, magazines etc - but you don't take notice of where your customers are coming from you could have two issues. 

1: you could be paying for advertising that isn't getting you any customers. 
2: you could be missing out on customers because you aren't spending enough on a particular ad that IS working. 

You might be paying £500 a month on a full page advert in a magazine. It may get you 2 clients. You may also be spending £500 a month on Google or Facebook advertising which might be getting you 20 clients. The following month (if you want to keep your budget the same) should see you drop magazine advert to a half page for £250, and increase your Facebook budget by £250, to £750. In theory, you should get yourself an extra 10 clients. 

Of course, real life doesn't work exactly this way. You have to be intelligent about where to move your budget and what to focus on. If you find a marketing technique that's "scaleable" (the more you invest, the more you get back) - then you're onto a winner. Just be mindful that it's not infinite. Seasonal changes will affect your business, and you'll soon get an idea of when to spend and when to save. 

Keep it consistent, set aside a day when your Social Media audience is attentive. Post good quality content with "calls to action" - i.e an instruction or request, like "call for more details" or "message me for appointment times". If you don't, it's like walking up to someone in the street and saying "I have a white cat". That's nice, but it doesn't require a response or action (part from walking briskly away!). 

So - let me know about your best advertising wins, and where you're in most need of help. 

Rich :-)