A marketing plan starts with a measurable goal, a KPI (Key Performance Indicator), such as increasing sales leads or new client inquiries. Then come the services and tasks to be executed at specific intervals which will move us towards that goal. Last, and just as important as the first two parts of the plan, we need to measure results accurately and use those measurements to improve future results.
Services Alone Are Not a Marketing Plan
- SEO service is important, but SEO is not a marketing plan.
- Advertising is important, but advertising is not a marketing plan.
- Social networking is important, but social networking is not a marketing plan.
Paying for services and expecting the results of a plan usually leads to disappointment. We can start your business down the right path with a sound marketing plan.
Measuring Results of Your Marketing Plan
Your KPI (Key Performance Indicator) is how results are measured and reported. If sales leads are what you seek then we will not only measure the number of phone calls and emails, we will stamp each one with a known marketing source, such as “Google AdWords” or “Organic Listing”. Stop asking “How did you find us?” because you will already know, and so will we. Other common KPIs include direct sales for an ecommerce website and potential new clients for legal, medical, or other professional services.
Are Website Visitors or Keyword Rank Good KPIs?
Probably not, although visitors to a website may be important if branding is a priority. We want more website visitors, and we want higher rank in search engine results pages, but these things are notoriously poor KPIs when increasing sales opportunities or gross sales revenue is the main goal. It would be much better if we could measure not only the number of actual potential customers, but also their intent to engage us and become a new customer or client. This requires more than technical know-how, it requires an understanding of human behavior and an expertly managed sales process. That is what we do at Mansfield Marketing.
Get Expert Advice Without the Hype
We will suggest a plan and specific marketing services which meet your goals and budget. We will not steer you towards services that meet our sales quota. Mansfield Marketing provides paid advertising, SEO, social marketing, email marketing and more. Is Google AdWords or SEO a better investment for your business? The answer is not the same for every business. Call us now to find out and count on honest, expert advice.