Check your marketing pulse

By Stephen Rhodes

Sometimes we think that doing what we always do will yield better results. Often, doing what we always do yields the same results and if you are not happy with those results you need to change things.

Here are five things to think about as you enter a new calendar year.

1. Review your past year for what did and didn’t work.

It’s simple, if you measure the return on your marketing program. Have a look at what worked and what didn’t. Common sense should tell us to stick with the things that are working, and try new things in place of those that are not. Don’t beat a dead horse.

2. Develop a program to measure success. Survey, measure results, ask your customers.

Ok, so you couldn’t complete the first assignment above because you don’t measure the success of your marketing program.  It doesn’t have to be complicated, but you need to understand what is working and what isn’t, so track sales related to a specific campaign and compare those results to the cost of running the campaign. If it costs more to run the campaign than …I think you get the idea.

3. Look at new ways to create a dialogue with your customers. Twitter perhaps.

Some business owners are afraid to talk to their customers and that’s why social networking tools like Twitter are unattractive. Developing an ongoing dialogue with your customers can help you retool the business on the fly, responding specifically to needs identified by your customer. Try it, it’s addictive. Talking to your customers is a good thing.

4. Find bloggers in your industry and subscribe to their musings for new ideas.

You are not alone in your sphere of influence. There are experts everywhere online and you can subscribe to any number of blogs that could be useful to your business. Go to Google blog search (http://blogsearch.google.com/ ) and search for your areas of interest. You can subscribe through a reader or simply have the material delivered to your email inbox.

5. Set out a measurable plan for the year and check the pulse monthly.

Don’t wait until December to find out that your business is under-performing. Set out a plan and check monthly to ensure you are on target.  If you have three months of under-performance, you need to make a change. Better you do this in March than November. Be nimble, monitor your business and adjust accordingly.

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