When you think about marketing, your goal is to improve your company’s performance, and ultimately to get more people to buy your product or services. One of the most important elements of achieving those goals is to reach as many people as possible, so they know that your company exists and can utilize your product or service when they need it. In order to evaluate whether you’re moving in the right direction with your marketing campaign, you need to calculate your reach and track your progress. Only by monitoring your reach, and working to improve it, can you boost your overall marketing success.
Measure Where You Currently Stand
Start by measuring where you currently stand. How many subscribers do you currently have? Subscribers include:
- People who subscribe to your RSS feed
- People who subscribe to your email list
- People who follow you on social media sites like Facebook and Twitter
- The number of Diggs or Delicious bookmarks you have
The more people who are following or subscribing to you, the broader the reach you have across your marketplace.
In addition to subscribers, the other important data to track in determining your reach is:
- The number of inbound links to your site from other sites
- The number of organic keywords that produce traffic to your site on Google
When you combine all of these elements, you’ve got a good picture of where you currently stand. This is the number of people you can reach when you have something new to share, or when people are looking for a product or service like the one you offer.
To improve your overall marketing success, one of the key strategies is to expand your reach. Reach more people. The more people who know about you, the better your chance is of being in front of the right person at the right time when he or she is ready to make a purchase. But you won’t know if you’re making progress unless you track your reach as you make changes.
Track Your Progress
Once you know where you stand, you can start tracking your reach to determine which of your marketing efforts are successful and which ones may be a waste of time. Track the changes to your reach over time. Take a snapshot of your reach at a fixed interval – maybe every week or every month. Are you gaining reach, or losing it?
When you make a marketing change, track your reach. If you create a new marketing campaign, does your reach expand? If so, how much? You can use this data to judge the efficacy of your marketing campaigns, and to measure your performance over time.
It’s a good idea to monitor your reach closely when you make a marketing change. You may want to check your reach daily when you introduce a significant marketing change. Maybe you find that a new article with some great infographics expands your reach by 5% on the first day you share it, only 1% on the second day, and then a whopping 8% or 10% a few days later. When you notice an unusual pattern like this, you can take steps to find out why your reach changed so significantly – maybe your new article got picked up by an industry blog or went viral on Reddit.
Once you’re collecting this data, you can see what performs well and what doesn’t seem to make an impact, and you can tailor your marketing efforts accordingly.
Tracking your reach enables you to devote your resources to marketing efforts that succeed, instead of blindly sending campaigns out into the world with no idea if they’re bringing you new followers. Know where you’re starting, and track your reach as you make changes, in order to measure your marketing success.