Giving up what doesn't work in your marketing

One of the key realizations I’ve had about marketing is that it’s very important to track what works and doesn’t work with your marketing. I track which marketing activities help me get business and which ones don’t do anything and on the basis of that tracking I determine what I should continue doing and what I should let go.

For example, some time back I gave up using lead referral networking groups because I wasn’t getting much business from them…certainly not enough to justify the amount of money I spent on those groups. Since then I’ve joined three chambers of commerce and I was quickly able to determine that being involved in the chamber was much better for my business, because of what I tracked. What was very interesting to realize is that by not only changing the type of networking group, but also the activity associated with such a group I was able to figure out what worked best for me when it came to getting business.

The importance of that last statement is that its also important to track the specific activities that work or don’t work. By learning which activities work you can continue to focus on those activities, while also testing other activities to see if they also fit or don’t fit.

What I’ve also realized is that just because some activity works for one business doesn’t mean it will work for every business. Additionally each person has their strengths and weaknesses and so its important to learn what your strengths are and how you can use them to help market your business and put you in touch with your clientele.

Book Review: How to be a Fierce Competitor by Jeffrey Fox

This is a very relevant book to read in a time of economic recession, but its also a book I would recommend reading even during a time of economic boom. The author spells out in clear cut terms what activities and behaviors work to make a business a fierce competitor and more importantly a successful business. I like the use of stories, but I also like the author’s bluntness. The book is easy to read and to the point, but you will learn a lot in each chapter you read.

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