How Do You Define ‘Marketing Success’?
It’s easy to get caught up in what looks like success - tons of website traffic, a massive email list, and a steady flow of social media engagement, but here’s the hard truth: if your sales are stagnant, your customer base isn’t growing, and the return on your marketing investment isn’t paying off, then you may be spinning your wheels in the mud.
Here’s a question worth pondering: would you rather have a business that quietly hums along with a modest social media following, a small email list, and little fanfare - but is absolutely raking in sales, profits, and revenue?
…or would you prefer to have a business that looks incredible from the outside, boasting huge social media followings, tons of website traffic, and all the “hype” in the world -yet finds itself barely scraping by month after month?
The Vanity Metrics Trap
I frequently tell clients that vanity metrics can give the illusion of success.
Vanity metrics include things like social media followers, email subscribers, and website visits - numbers that look impressive but don't necessarily translate to business growth.
If your marketing goals aren't aligned with broader, ‘big picture’ business objectives like acquiring new customers, hitting specific sales targets during busy and slow seasons, or increasing average order values, then those impressive numbers are just that - impressive, but really not meaningful.
You could be drawing in thousands of visitors a day to your website, but if none of them are turning into paying customers, is your marketing really successful?
The goal isn’t just to attract attention - it’s to attract the right attention and then turn that attention into action that drives your business forward.
Defining Success Based on Business Goals
To ensure your marketing is moving you toward real growth, you need to start with a super high-level goal.
This might be:
Achieving a certain percentage increase in sales over a set period
Acquiring a specific number of new customers, perhaps in a new market
Improving your profit margins while minimizing overhead
Increasing the average order value (AOV) of your customers
What are your ‘Big Picture’ goals?
These goals provide a clear picture of success and give you something tangible to work toward. Once you’ve defined them, the next step is to figure out which marketing channels, strategies, and metrics will be most effective in helping you achieve those goals.
Choosing the Right KPIs (Key Performance Indicators)
Look, I’m not a fan of the fancy business jargon, so if KPI or ‘Key Performance Indicator’ isn’t something you’re familiar with, bear with me - but it simply means something worth tracking and is directly tied to that ‘big picture’ goal we talked about earlier.
For example, if your goal is to increase sales by 10%, then your KPIs might focus on conversion rates, lead quality, and customer acquisition costs. These metrics tie back to your main objective of increasing sales. If you're expanding into a new market as an industrial or service-based business, you might track customer acquisition by region, geographic marketing performance, or market penetration.
Once you've identified the right KPIs, you can set specific benchmarks and targets for each one. This helps you stay focused on what matters and prevents you from getting distracted by numbers that don’t have a direct impact on your bottom line.
Implementing and Tracking
After you’ve set your KPIs and formulated a marketing plan around them, it's time to implement the plan and track your progress. Running tests is often a valuable part of this process.
Maybe you experiment with different messaging formats, offers, marketing channels, or ad placements to see what drives the best results.
The key here is to be adaptable - what works in the first month might not be as effective in month six, so regular optimization can keep you at peak performance.
Periodic Goal Reviews
One of the best ways to ensure your marketing remains aligned with your business objectives is to hold regular “goal review” sessions.
These sessions give you a chance to assess your progress, make adjustments, and forecast any new goals that may be on the horizon.
If you’ve achieved your current objectives, it’s time to set new ones. If you’re falling short, it’s an opportunity to revisit your KPIs and tactics to see where improvements can be made.
Consider doing these types of ‘goal review’ sessions every quarter.
Ready to Build a Plan for Success?
If you’re feeling unsure about whether your marketing is truly driving the growth you need, it might be time for a reset.
I can help you define meaningful business goals, align your marketing efforts, and set the right KPIs to achieve real success.
Let’s work together to build a marketing strategy that doesn’t just look good but actually delivers results - connect with me today by clicking below!
