You Don't Know If Your Marketing is Working? Really? Seriously?

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If you can't measure it, you can't manage it. 

Despite this rather well-known business proverb, it seems that a majority of small businesses have absolutely no idea what's working when it comes to their marketing. 

A new survey of U.S.-based SMBs from InfusionSoft and LeadPages reveals that the top objective for these enterprises was driving sales (51.3 percent). Other objectives for the SMBs surveyed include building brand awareness, collecting leads, retaining customers and running promotions. The objectives are certainly reasonable. 

What is shocking about the survey is that most of the SMBs didn't know if the tactics they were using were actually working. In fact, only a small perentage of respondents believed their marketing was effective; a larger group (62 percent) said it wasn’t or they didn’t know.

How is that possible? Is it that SMBs don't know what to measure? Is it that SMBs don't have the tools, or the time, to measure? 

Share your thoughts with a comment below.


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4 comments

<a href="http://showboxpc.be/">Showbox</a> 02-05-2016 9:29 AM

Greetings to all. The article is written just fine.

ToddH 02-06-2016 12:28 AM

In response, I will point out that I don't know where most of my traffic is coming from or if most it is human. My stats dashboard only reveals a few of the sites visitors are coming from and Google Analytics is not good.

Run 2 whatsapp in 1 phone 02-06-2016 12:35 PM

on more serious note, I do make use of Google Analytic to check-in if my marketing is successful.. conversion rate, behaviour and other measurements... A serious business personal should try and take count on anlystics so you don't lose any valuable customer.

Gainesville Apartments 04-12-2016 4:17 PM

I know that it might SEEM like small and medium sized businesses should know whether or not their marketing is working-- but keep in mind that so many of the marketing strategies that we hear about today are social media based, and many of these are very hard to track. Facebook has come a long way by providing Facebook Pixel so that companies can track whether or not their efforts are leading to conversion-- but what do we have for tracking Instagram? or Pinterest?

Have you found effective ways to track those tools?

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