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| Measure and Tweak |
We’ve come to the last building block. As I mentioned earlier, none of the building blocks are in order. You may be thinking, Why is “Measure and Tweak” all the way at the end? It wasn’t some organizational mismanagement. The blocks are just all reliant upon one another for helping small business owners double their sales and achieve success.
But this block, like all the others is critical to success. It holds as much importance as each
of the previous chapters. So, what do I mean
by “Measure and Tweak?” Like several of the
other titles, it would seem like a self-explanatory phrase. Once again, though, there are a lot of aspects of measuring and tweaking that are included in this description.
The first thing I am referring to is the ability to accurately track marketing efforts. Marketing,
when done right, is an exceptionally powerful tool. But, when you start throwing money at
marketing efforts, you better be able to view your successes or failures. Otherwise, you’re
efforts could be useless, ineffective, and in some instances working against you.
Next, this building block is going to cover the “tweaking” aspect of marketing campaigns. Once you are aware of your marketing successes and failures, changing your marketing tactics is practically effortless.
Finally, this building block must include the power of analysis. “Measuring” of course denotes an
ability to scale. In this case, I want to focus on producing a marketing ROI. When you are able
to pull reports, showing the number of leads and sales from your marketing efforts, you’re in a
position of strength. You have control over your target audience, and not the other way around.
© 2008 By Clate Mask
