Let’s build our marketing dashboard in EXCEL just like last time when we constructed a marketing schedule that way we can share information between the workbooks if the situation arises. We’ll build the spreadsheet with the marketing channels to the left and 12 columns representing the three or so months we’ll run our campaign. Here’s a snippet of what the LinkedIn metrics look like:
There are separate sections to track what’s happening with our address book contacts, our Twitter followers, our blog readership and those receiving the direct mail pieces.
Certainly, there are some spreadsheet numbers that will be more meaningful to us as the campaign evolves. It’s great to acquire new connections but if that’s all that happens with the new relationships then our efforts, the time and money being expended, are not moving the all-important, proverbial needle.
Next time we’ll breakdown all the LinkedIn numbers and discuss which ones mean more than the others. For now, our focus will be on the marketing dashboard overall.
You’ll notice we have the LinkedIn metrics listed first followed by our two offers the marketingSNACKS newsletter and the free eBook 101 ways to Generate a Truckload of Targeted Leads.
Even though the metric numbers will hopefully be increasing as we reach out to the LinkedIn audience the real payoff comes if they take one of the offers. From there, we’ll work to have them become what we’ll call an opportunity. Let’s define an opportunity as someone who moves the relationship to the next level by taking some action an action such as subscribing to our newsletter or downloading our free eBook.
As time passes, some of the opportunities will turn into leads. We’ll define leads as those that show an interest in the products and services we offer. We won’t push things. We’ll move at a measured pace. With some sales skill and a little luck a portion of the leads will turn into prospects and then finally into customers or clients.
You’ll also notice listed among the numbers to track are four that matter to the bottom line, Contacts Made, Appointments Set, Contracts Signed and Revenue Generated 2014.
These are the all-important numbers to generating more business. If we’re not setting appointments and closing deals then our marketing efforts are floundering. Forget the good feeling you’re having reaching out to new people and staying busy with all the marketing tactics. If you’re not engaged in winning new business then surely the completion is busy.
Here are a few more snapshots of the metrics we’ll collect over the course of our marketing campaign. We’ll talk about each channel in more detail moving forward.