Digital Tracking: Do It For Goodness’ Sake!

(But Don’t Over Think It)

By Amy Hatfield

If I saw a mouse in my office, like if one were to run under my desk right now, I’d set a mousetrap. I’d bait it with cheese or peanut butter, because that’s what my folks used when I was growing up. I also saw both the cheese and the peanut butter work. But what if I had never seen a mousetrap and had no idea what food to put on it?

Well, I suppose I’d try different food, making arbitrary choices, until something worked. Or maybe I’d Google it and see what I found on a forum. Or I’d ask a neighbor. Then, I’d keep a mental checklist of foods that worked and didn’t work. That way, if another mouse found his way into my house, I’d know what to do.

Hopefully, this scenario illustrates how instinctive we are. I didn’t need to tell you what to do if you had a mouse, a trap and no idea what bait to use. You’d figure it out. And so I wonder: If we understand the power of seeking counsel from those around us (Google or a neighbor), and experimenting and tracking results to see what works, how come so many of us fail to use those strategies when marketing, constructing good messaging and catching customers?

How many books have been written on such strategies? I couldn’t begin to guess. Nor could I tell you how to quantify the number of blogs, forums and magazine articles that give advice on how to reach an audience. I can only say this: None of it works unless you track your tactics’ successes and failures. And each of you — your archery shop or your manufacturing company — is unique. Your location, product, target audience, mission; they’re all unique. And they all work together to require a customized messaging and marketing plan.

When approaching this plan, three areas of emphasis will help:

1. Keep frequency up. Hit ‘em often using a variety of communication vehicles. (The “variety” part of the strategy helps you avoid pitfalls like causing e-mail fatigue among your customers.)
2. Educate yourself. Learn to identify strengths and weaknesses of communication tools. Read and reach out to your peers. Ask questions. If you’re hesitant to reveal how little you know, so what? There’s something you know that the next guy hasn’t a clue about. It all balances in the end. If your budget allows, arm yourself with an ad agency or marketing firm whose work you’ve seen and admired.
3. Track response. This is the most important part! Cull what didn’t work and emphasize what did work. Repeat the cycle and keep refining and evolving based on good tracking and recorded reactions.

Tracking Social Media

For ATA members using Facebook and/or Twitter to communicate with customers, I’ve provided a link below to help streamline your social media activity and track its benefits. By using social management tools, you can simultaneously publish a post and upload photos to multiple platforms. You can also schedule posts, which controls frequency and balance. You don’t want to tweet 15 times one hour and never again for a week. Pepper your customers consistently, reminding them you’re out there, but don’t crowd them. It’s like dating. You can’t seem desperate, but you must seem interested.

Mashable is a Web site I rely on for news and tech recommendations. Here’s what they had to say about their fave and most functional picks for the best platforms to track and manage social media.  Click here or on the screen grab above.