Marketing is an ongoing process. Monitoring the results of your marketing activities will help you find out how successful it has been and will assist you with future promotions and advertising.
Ways of measuring the performance of your marketing plan include sales figures, market share, and profit. By keeping accurate records and monitoring sales you will be able to identify the most productive source of your bookings. It is essential you keep your own records about your customers:
- Where did they hear about you?
- Where do they come from?
- Are they families, singles or couples?
- How old are they?
- Have they provided feedback?
- Are they repeat customers?
These questions will help in more effective targeting advertising.
Online marketing takes time and knowledge, but it also requires organisation and constant monitoring. If you are not well organised it can definitely become overwhelming and if you don’t monitor your campaigns how will you know if they are successful. There is no point repeating the same activity if it does not work!
Luckily there are many tools that have been designed to assist small business operators with the management and monitoring of their online marketing. New tools come into the market daily, so it can be very difficult to keep track of what if useful and what is a fad. The best thing to do is ask friends and colleagues what they use and why and research your options.
Some common monitoring and managing tools are listed below:
- Google Analytics
- Facebook Insights