MARKETING MATTERS
Continued from page 22
business owners have to spare. Find a dash-
boarding software that suits your needs or
invest in a social media management soft-
ware to report your marketing data in a way
you can easily understand that doesn’t take
you forever to find.
I use Google Data Studio to build dash-
boards; allowing me to review my clients’
online ad performance and website metrics.
I use Loomly to review all my clients’ social
media efforts. These tools may not be right
for you, but there are so many options avail-
able that you have no excuse not to review
your marketing data.
How Often Should I Review?
Finally, when you begin reviewing your
data it’s hard to know what’s good and
what’s not good, because every campaign
is different. Look at a month-over-month
comparison and a year-over-year compari-
son of your metrics when you review results.
You won’t always see improvement month-
over-month due to seasonal services and
fluctuation in marketing activities. That’s
why reviewing year year-over-year is im-
portant. Unless you completely stopped
marketing, you should generally see im-
provement year-over-year.
Try not to do a ton of week-over-week re-
view. Unless you’re engaged in a huge mar-
keting push, it’s difficult to compare week-
over-week with such a limited amount of
data.
You don’t know if you can move to the
next round of the limbo if you don’t mea-
sure. You won’t know if you’re wasting your
time if you don’t document your plans and
use the right tools to check on the metrics
that matter.
Monica Pitts is the founder and Chief Creative
Officer of MayeCreate Design. She spends her
days constructing a marriage of form and func-
tion; creating art with her design team to grow
businesses through websites and online market-
ing. Monica considers herself an artist, mar-
keter and web dork with the ability to speak
geek and English.
For More Information On This Advertiser Please Visit www.CallAPE.com/e-inquiry
1.800.210.5923
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November 2019