As an entrepreneur, it can be frustrating to invest time, money, and energy in marketing without a clear understanding of the results. The problem: unmeasurable results. This not only wastes your efforts but can also lead to poor decisions in the future. Fortunately, with the right strategies, tools, and knowledge, you can address this problem and transform it into a measurable process that improves your ROI (Return on Investment).
In this blog we discuss:
- Why unmeasurable results arise.
- How to solve this problem.
- Which tools you can use (with pros and cons).
- Where you can learn about measurable marketing (with pros and cons).
- A step-by-step plan to achieve measurable results.
What creates unmeasurable results?
Unmeasurable results often arise from a combination of factors:
1. No clear goals
If you launch marketing campaigns without specific goals, it's impossible to measure success. Consider a general objective like "more customers"—this is too vague to evaluate concretely.
2. Lack of KPIs (Key Performance Indicators)
Without specific metrics (e.g. clicks, conversions, leads) you won't know if your efforts are paying off.
3. Wrong tools or systems
Some entrepreneurs rely on tools that don't provide complete insights, or don't use tracking tools at all.
4. No integration between channels
If you can't track how a customer moves from social media to your website and ultimately to a purchase, you're missing vital information.
5. No knowledge of data analysis
Even when data is available, entrepreneurs can struggle to interpret it and take action based on the insights.
How do you create measurable goals and results?
The first step is to implement a system that allows you to measure everything. Here are some concrete solutions:
1. Set SMART goals
Make sure your marketing goals are Specific, Measurable, Attainable, Realistic, and Time-bound. For example: "Generate more website traffic through social media within three months."
2. Define relevant KPIs
Link each goal to a measurable indicator. Examples include:
- Website traffic: number of unique visitors.
- Leads: number of completed contact forms.
- Conversions: number of purchases or bookings.
3. Use tracking tools
With the right tools, you can gather detailed data about your campaigns and channels. Some of these are described below.
4. Analyze and optimize
Review your results regularly and adjust campaigns based on what works and what doesn't.
Tools to help you get measurable results
Here are some essential tools for getting a handle on your marketing efforts, with their pros and cons:
1. Google Analytics
Advantages:
- Free, ideal for entrepreneurs with a small budget.
- Provides comprehensive insights into website traffic, sources, and user behavior.
- Highly customizable with custom reports.
- Many integrations and tutorials available.
Disadvantages:
- Complex for beginners, due to the huge amount of data.
- Requires knowledge of privacy regulations (such as GDPR).
- Data is processed with a slight delay, so it is not fully real-time.
2. Google Tag Manager
Advantages:
- Flexible: You can track almost anything without needing a developer.
- Free and easy to integrate with other tools.
- Reduces dependence on technical knowledge.
Disadvantages:
- Can be complicated for people without a technical background.
- Poor configuration can lead to inaccurate tracking.
- The interface is less intuitive than other tools.
3. Social media analysis tools
Examples: Meta Business Suite, LinkedIn Campaign Manager.
Advantages:
- Direct insights into how ads and posts perform.
- Available for free on most social media platforms.
- Specifically focused on the unique characteristics of each platform (such as reach and engagement).
Disadvantages:
- Data is platform-specific and does not provide an overview across multiple channels.
- Limited options for in-depth analysis without additional tools.
- Heavily dependent on platform algorithm updates.
4. Email marketing tools (e.g., Mailchimp, ActiveCampaign)
Advantages:
- Provides comprehensive tracking of open rates, click behavior, and conversions.
- Ideal for automating email campaigns.
- Lots of templates and user-friendly interfaces.
Disadvantages:
- Payment models can become expensive with increasing numbers of contacts.
- Limited with no knowledge of email strategy or copywriting.
- Depending on spam filters, which can affect your open rates.
5. CRM systems (e.g., HubSpot, Salesforce)
Advantages:
- Tracks the entire customer journey, from first interaction to purchase.
- Provides a central overview of leads and customers.
- Powerful integrations with other marketing tools.
Disadvantages:
- Pricey for small businesses or startups.
- Requires training to use optimally.
- Can be complex due to the many functions.
Where can you learn more about measurable marketing?
Here are some training options with a link to their website and the pros and cons:
1. Online courses
Google Digital Garage
Advantages:
- Free admission.
- Specially designed for beginners.
- Concrete and focused on practical skills.
Disadvantages:
- Limited depth for advanced users.
- Focus is mainly on Google tools.
HubSpot Academy
Advantages:
- Free and extensive range of courses.
- Practical and directly applicable.
- Targeted courses on inbound marketing and CRM tools.
Disadvantages:
- Heavily focused on HubSpot products.
- Some lessons are less relevant when you use other tools.
Coursera
Advantages:
- High quality, often given by universities or experts.
- Varied topics, from basic to advanced marketing analytics.
- Possibility to obtain certificates.
Disadvantages:
- Not free (except audit options).
- Requires time investment to complete a course.
2. Blogs and articles
Neil Patel Blog, Moz Blog, Hootsuite Blog
Advantages:
- Accessible, free and up-to-date.
- Many practical examples and tips.
- Ideal for quickly learning about specific topics.
Disadvantages:
- Not always structured; requires self-selection of relevant articles.
- Depth is sometimes limited compared to courses.
A good start: Start with one channel
If you're just starting out, focus on one channel, like your website or social media. Measure what works there before expanding to other channels. This will prevent overwhelm and allow you to focus on improvements.
Step-by-step plan: From unmeasurable to measurable results
Step 1: Set clear goals
Start by defining your marketing goals. Make them SMART and link them to concrete KPIs.
Step 2: Implement tracking tools
Install tools like Google Analytics, Tag Manager, and social media pixels on your website to collect data.
Step 3: Create a dashboard
Create an overview in a tool like Google Data Studio or Excel to visualize your results.
Step 4: Conduct small experiments
Test different campaigns and channels with a limited budget. For example, an A/B test on a Facebook ad.
Step 5: Analyze results regularly
Review your data weekly or monthly and adjust your campaigns accordingly.
Step 6: Optimize based on data
Stop what isn't working and invest more in what is. For example, use remarketing if you see that many visitors aren't converting.
By addressing the problem of unmeasurable results, you'll not only gain better insight into your marketing efforts but also improve your ROI. With the right goals, tools, knowledge, and approach, you can make informed decisions and elevate your marketing performance.
Now it's your turn!
Start implementing these steps today
