Trust Potential – The Fourth M – Measurement
Peter Brissette • June 6, 2017
Hello, welcome to this month’s monthly marketing message. Something just for you this month. We’ve been doing our series on trust potential, talking about the four M’s of trust potential. Those are the message, the medium, the moment, and the measurement.
Today, we’re talking about the fourth M, the measurement. What should we measure? I’m talking about three basic areas that are areas that we should be measuring.
First, is our total online presence, our engagement with our prospects and our clients, and the results that really matter. Let’s measure our total online presence. What is that? That basically is the number of likes, the traffic that we have on our website, how many emails in our database. That’s a general idea of our total online reach. Now, those numbers in some cases are more vanity numbers than actual numbers that mean anything, but they’re numbers that we should still be looking at and measuring.
Are we increasing our followers on our Facebook page, for example. Are they the right followers? Is it the right target audience that we’re reaching in that as well? Pure number of likes on a Facebook page aren’t going to help you a lot, but the number of likes with the right audience that you’re reaching, that’s a whole different story.
That gets us to the next point, which is measuring engagement. When you know you’re reaching the right audience, you’ll be able to see that in engagement. In general, what is engagement? The most basic way we look at it in Facebook terms, are numbers of likes, comments, and shares. Are you getting likes, comments, and shares of the content that you’re posting on Facebook? That’s a really good way just to measure a basic level of engagement. That the audience, number one, appreciates the content that you’re putting out, that they like the content that you’re putting out, and they’re willing to actually go to the next step of sharing it. That’s when you’re connecting the right message with the right audience. That’s exactly where you want to be in engagement.
On your website, this might be downloading a pdf, or a report. It might be filling in an opt-in form. On your website, it might also be how long do they spend on your site? Are they spending 10 seconds on your website, or are they spending 30 minutes on your website, and what pages are they looking at? Are they watching videos and are you counting the video views? Those are things that you can measure in terms of engagement. What this tells you, engagement tells you is that you are nurturing your audience. You’re nurturing your prospects, your nurturing your potential clients, and that’s why engagement is important to measure.
Ultimately, what should we be measuring? Our number one goal for our website or online presence for all of this is to generate qualified and quality leads for our businesses. That’s the end result that we’re all after. That absolutely needs to be measured across your online presence. How many qualified leads have we generated? What was the source of those qualified leads? Ultimately, how many sales did we make?
What is it that we actually sold in terms of dollars, in terms of number of clients, and how’s that impacting our bottom line? Then, what did it cost us to not only acquire the lead, so there’s cost for the lead, but then what did it ultimately cost us to get a new client? In understanding your cost per client, acquisition cost is really super important to measure as well.
Those are the things I wanted to share with you here this month in the monthly marketing message. The fourth M of trust potential. The three previous ones are in the blog post and videos that we previously did. If you haven’t seen those yet, go back and watch those so you can get a better idea of what trust potential is all about. Hopefully, these are some basic guidelines and some direction that you can have in developing your marketing presence, whether that’s online, or even in person, all of the same things inside of trust potential apply to either one. Thank you and we’ll talk to you again next month.
Learn the many benefits of a strong learning system on the backend of a speaking, coaching, consulting business.
Read our latest blog post on Mastering the Marketing A’s: Understanding Your Audience for Better Results.
The last question that should we follow our competitors on social media? Sure, why not. You know, you want to see what they're doing and see what's happening there. You know if you're going to be active and you're really trying to use social to build your business then having a good idea what's what your competition is up to is probably important. And you know sometimes what I find with so called competitors is that we you know often times find people that we can collaborate with. It doesn't necessarily mean they are competitors so we work with a number of other marketing agencies and provides some services for them for their clients that they don't necessarily do, but they hire us to do it for them. So like I work with other marketing agencies, so they're not necessarily, you know, your competitor and everything. So but yeah, see what's going on you know, investigate, read up on them, see what they're doing, check out their websites, see what they're ranking for. You know, the more you understand the competitive landscape, the more you know what you should be doing and what you need to do.
And the last question that we have is, can you say more about running a test on TikTok yeah, I so I'm not on TikTok I'm not using tiktok. I wind up watching a lot of TikTok videos on Facebook and the Facebook reels. I think it's fascinating. I find it very interesting. But it's not a platform that I've taken the time to jump on at this point. Again, based on where I'm at with strategy and so forth, it's not a fit for me. But anytime you're using any platform, if you're going to do something, you want to come up with some means of measurement. How am I going to measure success? What does success look like? Is it I, you know, posted a video and I got a thousand views. Is that success you know or is it actually driving traffic and are you tracking how much traffic and then are you tracking what happened to that traffic? Did they fill out a form, did they make a phone call? Like what's the, where do you want that to go? So we really need to step back and think about that whole process. Of creating content, I'm pushing this through to, you know, to my website. And this is what I want to have happen. This is what I wanted the results to be. And then how am I going to track it? How am I going to measure it and do that so anytime you're spending, anytime you're doing something new in particular. Or you're spending any money you need to track it all the way through. All the way through.
The next question that we have is if you have a GoDaddy web page already and are having some issues, are you able to switch over somehow? You can build your website on any other platform and then just you just change the domain where the domain points. So yeah, you can do that anytime. Thank you, Peter.
Next question is how powerful are paid plans to things like Google Adwords or whatever it is called now regarding driving traffic, how can you possibly compete when you don't have the cash to put towards such programs? Yeah, so that's where you gotta get creative. So again we're small businesses and we don't have you know, unlimited funds to you know, just throw a bunch of ads up and you know compete with some other big companies so. Again, this goes back to what are the things I can really do better, because chances are your website is getting some traffic and it could be getting good traffic, but if your messaging isn't clear on your website, you're not getting them to take the next step. They're not making a phone call or filling out a form. So where I can put energy and effort is in that messaging and that and being very clear about who I'm working with, the problem I solve, how I solve it. So that whoever does come across my radar, I have a much higher chance of converting that person then someone else. So you know it's not the best product that always wins, it's who's the best communicator. And so that's why I talk about what you own and what you can't can control and making sure that is dialed in. And doing what it's supposed to do so that if you do go I, if I'm dialed in and I know everything is working well with my website and it's communicating clearly now, I can spend a small amount on ads and drive a small amount of traffic knowing that I'm probably going to get a decent amount of conversions because my messaging's on point and so I don't have to spend as much as the big guy. But I can be more effective because I've spent time working on the stuff that really matters. Thanks, Peter.
The next question is, we have a couple more here. What is your choice for a website hosting platform? So if you're going to host WordPress, my number one choice would be sitegroundsiteground.com That would be my top choice for WordPress hosting that, great support and all that. And again, you can have your. Domain on GoDaddy and it can point to wherever. It can point to Squarespace. It can point to site ground wherever it needs to go. But yeah, for WordPress site ground would be my top choice.
The next question is, can other businesses similar to mine attach to my website and then their ads show up on their Facebook page? No, I don't see how that can happen. Thank you.
The next question that we have is I used to utilize local provider gizmo to be able to personally update my website due to its ease of use. If you knew word you could do gizmo. Do you know of a website editing platform that would be as simple. I don't need an online store so our website just needs to be simple clean design that I can update content. So any of those platforms we talked about we believe with Squarespace can do that. Our platform that I mentioned can do that as well. So that's something that I know someone that was asking about that, I'll just give you my contact info. You guys you know can provide my contact info. If you're interested in looking at that, we can we can talk about that one-on-one Thanks, Peter.
Will there be an alternative to Twitter?