Why You Need to Define and Measure Success with Robert Cooper, Ep #45

Why You Need to Define and Measure Success with Robert Cooper, Ep #45

Kayla Graham

Why is it so important for any business to define how they measure success? “Success” looks different for everyone, which means everyone measures it differently. In this episode of Content Callout, Robert Cooper—the Founder and Strategic Director at PlusROI Online Marketing—shares some great strategies to measure success. He also shares how you can address “bad” months with clients in a way that builds trust. Don’t miss it!

Outline of This Episode

  • [0:43] Define how you measure success
  • [6:04] Experimentation: how much is too much?
  • [9:27] What is the meaning behind PlusROI?
  • [11:20] Tips to address “bad months”
  • [14:12] Common sense + strategy
  • [16:23] How to manage expectations
  • [19:21] Why differentiation is imperative
  • [22:49] The evolution of digital marketing
  • [26:01] Thought leadership in 2020–2021
  • [32:27] Up and coming trends in 2021
  • [36:34] How to connect with Robert + PlusROI

Define how you measure success

Robert believes you need to decide what will define success for any marketing effort you launch. He finds that many companies don’t determine what success looks like for them, particularly with content but marketing as well. Sure, everyone wants their sales to go up, but sometimes success needs to be defined outside of making a sale.

How does Robert measure success for his digital marketing agency? He recommends getting really good at analytics and figuring out things that can’t be measured online. What would a good proxy be? If you’re driving someone to a website and they won’t buy on the first visit, won’t fill out a form, etc., you can set up a goal of engaged visits. That could mean someone looking at 3+ pages, depending on your business. You could run certain campaigns for a specific audience and track their engaged visits. You can’t take a “fingers crossed” approach and hope that you’re reaching the right audience.

With search-based advertising, you want the sale or the lead to be the goal because people are seeking it. With Facebook advertising, you might just be targeting an audience that’s interested in what you’re offering but not poised to buy. Measuring that sale would seem disappointing. Traditional radio metrics like frequency and number of impressions may be a better goal.

Experimentation: how much is too much?

Robert was chatting with a new fashion startup in the Pacific Northwest, and they were talking about doing AB testing. AB testing is taking two versions of a landing page and comparing them against each other. When Robert was in email marketing, any email was sent with an offer. The link would either go to the A version or B version of the landing page. The one that converted better than the other became the winner. In those days, they’d do multiple rounds of testing to land on the best-converting page.

But he had to point out (as a startup) that they didn’t really have the traffic to do that. The testing you do is dependent on how much traffic and volume you have to test. Instead, with low-traffic startups or clients, they might run tests on landing pages with or without navigation. But with Facebook or Google ads, you could do 2–3 tests of $200 each to find which works the best and then put the rest of the budget there. It’s about trying to generate a couple hundred clicks per test. Even someone with a small budget can do much more testing than they are.

Tips to address “bad months”

At the end of the day, entrepreneurs and business owners love measurements. In months when the measurement showed that things didn’t improve, Robert notes that you can offer insights about what might have happened and share what actions to take. The bad months bond you with clients as much as the good months do.

Robert is usually the person who brings clients into the business and deals with them if things go badly. The biggest thing he recommends is to be upfront with people and explain that the online marketing process is a journey of experimentation together.

You have to sell people on the concept that it’s experimentation. You have to look for the wins by mitigating the risks. How? Running as many small tests as possible. You have to help clients get into the mindset that a few campaigns may flop, but you’ll find something that gels.

So how does Robert manage client expectations? What new digital marketing strategies will he be employing in 2021? Listen to the whole episode to learn more!

Resources & People Mentioned

Connect with Robert Cooper

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