- A common mistake I see marketers make all too often
is that they don't measure their in-market results.
The implementation of any marketing plan
needs to be measured.
As the saying goes, "That which gets measured, gets funded."
Measuring the success and identifying opportunities
to optimize your marketing efforts
will help you secure funding
with your finance team for future efforts.
Measuring in-market performance helps you understand
what's working well that you should keep doing.
And it helps you understand what's not working well
that you need to optimize.
Determine how you will launch
before you launch your plan in market.
Review your objectives and determine how you will measure
whether you've achieved them or not, and why.
I suggest going back to your benchmarking framework
to review your starting point.
Let's say your objective was
to increase social media engagement.
How will you measure this?
Maybe by tracking the increase
of followers on your company's LinkedIn page.
Or you can measure sharing of thought leadership articles.
It's great when you have success in market,
but equally important is to figure out what you need to fix.
Let's say you gained no new followers
on your company's Facebook page.
Well, that's good information to have because now you know
that you need to optimize your approach.
Maybe your posts aren't engaging customers,
or maybe you didn't post frequently enough.
Measure your in-market results
to keep doing what's working
and optimize what's not working well.