How can I tell if my marketing efforts are effective? What's the best way to measure the results?
Q How can I tell if my marketing efforts are effective? What's the best way to measure the results?
"First, set clear marketing objectives," says Linda Wasche, founder and president of LW Marketworks Inc. in Bloomfield Hills, Mich. "Be specific and avoid the tendency to simply try to 'get your name out there.'" Your objectives, she says, might be to:
"Your objectives will determine what you need to measure and how," Wasche says. Here are her tips to get you started:
How will you know you're succeeding? An increase in new clients? Improved perceptions of your practice versus the competition? An increase in the number of young singles—considered high consumers of veterinary services—who are attracted to your practice?
Choose tools that are cost effective, practical to implement, and provide usable data. For example:
While some methodologies are best left to marketing professionals, some duties can be delegated to a sharp team member. This team member should regularly report to you and update you on the situation.
Decide at what point you'll review and interpret the data. When possible and appropriate, test the methodology to make sure you're getting the type of information you need. In some cases, you'll get clear answers; in others, you may need more time to see patterns and results.