Well, I’m finally getting back into the groove of things after the arrival of our new baby. It’s been a wild ride.
I want to share a simple but majorly helpful tool with you guys that I’ve been using. It’s basically a marketing journal, and it has become the most important document in my business.
The reason this document came to be was simple: we had too much data and we didn’t have a way to interpret any of it. When you are constantly changing up your marketing strategy -whether it be new landing pages or new ad sets or whatever – you have a ton of data points regarding what worked, what didn’t work, what time of year certain promos convert well, etc. We had ALL this data, but we didn’t have one localized place to point to and say “okay this is the move we should make based on this info”.
So, we came up with a genius plan: create a google doc. No really, that’s it. We just have a running google doc with every marketing change we make, our metrics at the time of the change, why we are making the change, and then the results of that change. This allows us to go back to one point in time and see the exact impact of any given change we made. It has been insanely valuable because it keeps us from just guessing, and instead allows us to made educated decisions based on what we have already seen.
If you aren’t tracking your marketing strategy, I can’t stress this enough: START NOW. It is such a simple thing to implement and it makes a huge difference. Now is a perfect time to start because every business has different strategies for the holidays. If you can start tracking now, you can see what works and what doesn’t for your specific holiday strategies and you’ll be more informed going into this season next year.
Keep an eye out for Black Friday information from us soon. If you are a business owner, you NEED to have a Black Friday strategy. I’ll have more info on our strategy, what’s worked, what hasn’t worked, and our plan for this year. Stay tuned for that.