You want more business cashflow? The 3 “T’s” will help you get it.
But the T’s aren’t magic… you’re going to have to do some planning, and of course you’ll need to invest cash and time (hey, this is business after all), but if you follow the basic framework I guarantee our 3 T’s will help you increase the effectiveness of your marketing and thus make your business more profitable.
1. Testing. Successful marketing is all about trial and error, but to achieve the greatest results in the shortest period of time you should start by putting your best foot forward. Do plenty of your research on your target audience, including the best methods and media to reach them through, and then create attractive, attention-grabbing materials. Only when you’re satisfied with your starting point will it be time to start testing.
2. Tracking. Every piece of marketing you create or broadcast should be uniquely identified with the campaign it is part of. You need to be able to allocate every contact, lead, conversion and sale to the campaign. Custom URLs, landing pages, telephone numbers, etc. should be used to track the source of every valuable contact. You’ll want to identify and focus on only the most important metrics (statistics) your tracking of results produces. And be careful — it’s really easy to get bogged down in all the data that is available through web analytics.
3. Tweaking. Use the knowledge you get from tracking your results to help you fine-tune your message. Keep a good record of your starting point and any changes you make. Nobody is perfect — sometimes a tweak will have a negative affect. When this happens, take a step or two backwards to the point where the campaign performed best, then continue tweaking.
Do you have any questions about the 3 “T’s”? Since this is what we do every day for our clients — through traditional outbound, direct marketing as well as in-bound, web marketing — we’d be happy to discuss further. So feel free to leave a comment or question below…
