Keys to making your marketing dollars count

Picture this: your business is a rollercoaster, soaring during peak seasons and dipping in those quieter months. It’s a familiar challenge for many of us, and it can make measuring marketing success feel like trying to hit a moving target. But don’t worry – even with these ups and downs, you can make sure those marketing dollars are working for you.

The key lies in thinking like the seasons themselves. First, goals are your compass. Don’t just go for vague aims – get specific, measurable, achievable, relevant, and time-bound. So, instead of “increase brand awareness,” think “grow website traffic by 20 percent in Q3” as your peak hits. Remember, in off-seasons, shift the focus to website traffic, building those social connections, and getting potential customers into your pipeline.

Next, understand that the best metrics change with the weather. Track more than just final sales. Look for those little wins throughout the year to show you’re on the right path. When comparing results, stick to apples-to-apples comparisons – don’t get discouraged by comparing your busiest month to your slowest! The real magic is in tracking the trends year-over-year.

Think of those UTM parameters as your secret decoder ring. They track the success of specific campaigns, revealing what channels drive the most interest in different seasons. And when it comes to reporting wins to the higher-ups, customize it! Highlight the victories that truly matter for the time of year.

Finally, never stop experimenting! A/B testing is your friend. Use it to understand how your audience responds to different messaging or offers, tweaking accordingly throughout the year. With an adaptable mindset and an eye on those year-over-year trends, you’ll transform those unpredictable seasons into a steady climb towards success.