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How to Avoid Unpicking Your Business


This is a seam ripper.  One of my best friends.

I sew.  I love sewing and I have been sewing since I was 15 (just a couple of years then!).

The last couple of years has seen me move into patchwork: a style of sewing where accuracy is key.  With no room for error, cutting has to be exact.

And as any sewer knows, the saying “Measure twice, cut once” is critical.

Every time you line up a ruler to cut your fabric, you check, double check and then check again before you commit a rotary cutter or pair of scissors to it.

Measuring correctly is a completely essential part to getting the finished article correct.  Some sewing projects are a little more forgiving, but patchwork is definitely not.  Be out by an eighth of an inch in one area and it can have a domino effect on everything else and you suddenly find that you’re dealing with a much bigger issue later on where other blocks (lots of patches sewn together are called a block) don’t fit into whatever it is you’re making, or you find that nothing sits true or squares up or matches.  This can obviously have a detrimental effect to the entire (much bigger) piece.

It’s far easier to unpick with your trusty seam ripper and re-sew a small piece, than have to unpick a whole item and start again. And with patchwork, that can be a LOT of seams to unpick.

And so it is the same in marketing.  A little ongoing attention to detail and the constant checking of your activities is key to making sure that your marketing stays on track and goes in the direction that you need it to.  “Cutting your cloth” wrong in the first place can have serious consequences later on down the line.

This is where testing and measuring comes in.

Every single bit of marketing  you do should be both tested and measured. From networking to Facebook ads.  From your different social media platforms to your offline magazine articles.  From your speaking engagement locations to the subjects you speak about.

Questions you should be asking yourself include:
What do I want this activity to achieve?
How many new clients / new sign ups have I got from this activity?
What is my ROI on this activity?
What worked with it?
What didn’t work with it?

This is where breaking down the component parts of your marketing activity comes in:
Your message
The media you’ve chosen (networking, ads, articles, the individual publications)
The graphics you’ve chosen
The audience you’ve targeted
The time (time of day, day of the week, the month etc)

Each of these should be tested one by one until you’ve got your optimum for that parameter.  Then test something else.

For example, if you’re running a Facebook ad – test the photo you use OR the time that you post OR the audience you’re targeting, but not a mixture.

When you’ve found that, say, your midday posts have the most engagement, then run a test on the photos you use in the ads at midday.  When you find the photo that out performs the others, then test your targeting.  And so on.

Marketing is a constant refinement of activities.  Whatever marketing plan you develop, the work starts after that to continually test and measure each and every activity.

Like fabric, it is much easier to bring one thing back into line quickly than find yourself a year or two in the future with marketing that you spend a fortune on but just doesn’t seem to bring you any results.

That will take an awful lot of unpicking.


Dedicated to your success

Kim x

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