Measurement kills marketing.
This might be a bit controversial – and probably surprising - for many.
But - the world it is a changing…
Think about it. Every LinkedIn post, podcast episode, YouTube video, newsletter and email sent, makes a small deposit in a bucket with our prospects and potential customers.
Over time, these interactions build brand affinity. The sum of the deposits becomes greater than the individual parts.
And these ‘deposits’ get people to know, like, and trust us.
Eventually, enough of those ‘deposits’ lead to people buying our stuff.
For some people it might take 6 months of watching us on TikTok. For others, it might just be one LinkedIn post, or our seventh email, that triggers the sale.
It can take a long time to come round to this way of thinking. For years many are dyed in the wool ‘direct response’ people. But the evidence of the last twelve months in a huge number of business we know of, has convinced us.
Truth is, if we try to measure everything perfectly and track every little interaction it would never work.
Imagine having to put unique tracking links in every post to see if social was ‘working.’
Or expecting people to watch a video and immediately go and buy something.
Or trying to figure out how many LinkedIn posts were optimal per week to drive sales.
The world just doesn’t work that way. And it’s futile to believe that it does.
We need to let marketing investments compound.
We have a clear strategy for how these channels work together to drive revenue - and people tell us when we ask how they heard about us.
It takes time. And we can’t measure everything.
Because not everything in marketing is direct response. Not any more.
So we have to stop treating it that way…
Not everything in marketing can be tracked—learn how consistent marketing efforts can build trust and drive real results.
