It’s a new year, and that means we’re all thinking about how to get the best marketing ROI in 2019. To start, we have to assess- what’s been working and what hasn’t? What stays for another year, and what needs to go?
It’s vital to assess the value of all your marketing efforts. But the assessment itself is difficult. Many people fall into a few different traps:
- Using the same metrics for every tool
- Measuring outcomes that aren’t aligned with your goals
- Getting stuck in an attribution war
Let’s dive into each of these problems and then map out some strategies for precise marketing assessment so you can maximize your marketing spend in 2019.
Using the same metrics for every tool
When you have tools that ostensibly do the same thing, it’s tempting to measure them the same way and think of the outcome as a zero-sum game: for example, all my lead capture tools should be measured by how many leads they capture, and the one that captures the most is the winner. But if you take a closer look, you’ll find that even tools with similar goals have important differences. And that means using the same metrics to assess their value doesn’t always work. [Read more…]