Let’s be honest… Who else switches off when they hear the term ‘marketing reporting’? The reality is, whether you’re actively marketing your equine business or not, it’s impossible to measure your results without one.
But, don’t worry, the term ‘marketing reporting’ is far more simple than it sounds – and it should only take you a few minutes each week, once you’ve put your own system in place.
In this article, we share four easy steps you can take to start measuring your marketing.
Step 1: set your strategy
A marketing campaign can mean many things… Perhaps you’re running an advertisement in a horse magazine, boosting a Facebook post, creating a landing page to capture email addresses or getting ready to press send on an email.
Marketing campaigns can be big or small. Some marketing campaigns run over a few days, like a trade show, while others take up a few months, like a multi-platform product launch. Whatever you’re planning, you need a strategy behind it.
A marketing strategy doesn’t have to be complex and, in fact, it shouldn’t be. The best marketing strategies outline your goal, target audience and key messages, what steps will be taken to reach your goal and how you’ll measure your success along the way.
Step 2: check your progress
Let’s say you’re running a campaign on Facebook. Rather than wait until the campaign ends in a month’s time and spends your total budget, you should take a few minutes every few days – or at least once a week – to check its performance.
Ask yourself: “is the campaign getting the results I want, is it attracting the right prospects and is it contributing to my overall goal?” If you answer yes to these questions, then everything’s on track. If you answer no, then you’ve still got time to make changes.
Step 3: measure your performance
There are many tools available that can help you measure your marketing with intelligent analytics. But, don’t get caught up with overwhelming technology. For the small to medium equine business, your social media and website platforms may give you all the information you need.
For those equine businesses running numerous campaigns at any one time, you may consider investing in more advanced programs. Regardless of what you choose, be sure you understand how to use it and familiarise yourself with the common performance metrics.
Step 4: build your next strategy
Finally, with everything you learn from each campaign, you can put that wisdom to good use. The purpose of marketing reporting is two-fold. First, it tells you how well a marketing campaign is performing. Second, it informs you on which marketing tactics to keep using.
The adage ‘knowledge is powerful’ couldn’t be more true when it comes to marketing your equine business. At Archer Creative, we encourage all of our clients to take an active role in their marketing, so they can feel confident in their marketing decisions.
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