Well here we are in Townsville waiting for the new edition of the Yellow Pages to be delivered in March. For those of us who have a new test happening in the next edition – there is a very important task.
One of the key premises that makes marketing move from a pony-tail creative ad agency guess work to a simple, scientific, maths based process is measuring the source of your new leads. It is tracking this data that is a key success factor for all levels of marketing.
So – in a nutshell – if you don’t have a very tight handle on where your leads have been coming from, how many there are, and the value and conversion of each – then the time between now and when the new Townsville Yellow Pages comes out is the perfect time!
For those of you that know me – you will know that I will always say that NOW is the perfect time to take the guesswork out of your marketing. If you don’t know what is working – how can you multiply it?
Managing your marketing without measuring your lead sources is like trying to tune a car with the motor turned off..
So use this opportunity to compare the change [if any] when the Townsville Yellow Pages comes out.
Measure to manage everything.
Cheers
James Hooper
Business Coach
