NEWS

How to achieve 10,000 touchpoints from your small business marketing

Let's calculate the number of touch points that your small business could get by doing marketing. Over a 12 month period, let's start with social media, so let's pretend you did YouTube, Instagram and Tik Tok. You did it twice a month and each time you posted you had 100 people look at your post so over a year that's 2400 touch points that you've created from social media.

Let's look at AdWords, let's pretend you did an AdWords campaign and every month you had 100 visitors to your website and you did that over 12 months that's 1,200 visitors that you got to your website that you wouldn't have received if you didn't run an AdWords campaign.

Let's look at EDMs or emails, let's pretend you had 500 people that you were able to send the email out and you did that every month, that would be 6,000 touch points that you would get over a 12-month period by sending emails out on a monthly basis.

Finally let's pretend you did SMS and you did that once a month to 500 people again and that's another 6,000 touch points for the year.

So over a 12-month period you've had 9,600 touch points from four key marketing activities versus if you did zero marketing and you would have zero touch points so the question you have to ask yourself is are you willing to invest the time, money, energy and skills to get those 9,600 touch points over the next 12 months or invest none of that and get zero touch points?

What does marketing cost me?

What is the opportunity costing you not taking action in your business and making marketing a priority?

A lot of people think about the time, money, energy and skills required to start their marketing to drive their business forward and generally that investment scares them and they're not certain about the decision that they want to make to make sure that marketing helps their business.

As a result they often will put off their marketing, without actually thinking about what the outcome will be by them not taking action. Often the opportunity cost of not taking action is more expensive than the cost of actually taking action and potentially getting it wrong.

So you need to think about what will the opportunity cost be for you and your small business by not taking action in your marketing. Have a look at what the marketing investment looks like from a money perspective and from a time perspective and then compound that over a couple of years to see where your business could end up after that investment versus the option cost of not taking any action at all.

How to be smart when you measure your small business marketing results

We often talk about taking a modest approach to your marketing. Well the same applies when it comes to editing the marketing activities or changing the marketing activities that you have or the approach that you're making.

If you try to make all the changes at the same time, you're never going to know what the change was that made things worse or better in those circumstances. It's like if you have a headache or you're injured, if you take a tablet and you do some rehabilitation exercises or you sleep or you have something to eat you're not going to know which one of those factors helped you to make you feel better.

So it's better to take an approach so that you know what the change was that you made in this circumstance. If you do all the changes all at the same time, you're not going to know what has worked and why it has worked.

So take a modest approach, don't be reactive in your marketing but be proactive, be smart, monitor and measure as best and as quickly as possible but have faith in the activities and your approach overall is what business and being a business owner is all about.

Believing in yourself and knowing that ultimately you're going to succeed.