The Secret Step Most Marketers Don’t Do
Chris Mercer, co-founder of MeasurementMarketing.io, is a measurement marketing expert and has been helping marketers and agencies plan out what’s important to measure in their marketing, build measurement systems, create actionable dashboard reports, and finally use those reports to forecast and optimize their marketing results.
We are going to discuss Chris’ secret step most marketers don’t do and how we can get better at implementing it in our businesses.
In today’s episode, we will cover the following key takeaways:
- Measurement is about listening to a conversation.
- We should use measurements to understand what’s not working so we can fix it, but it’s actually more important to understand what is working so we can keep it going.
- We should know how our customers are supposed to use our website.
- We can use measurements to help us improve our credibility marketing, recurring revenue streams, and passion marketing strategies.
- We can use tools such as Google Analytics, Google Tag Manager, Google Data Studio, and Microsoft Clarity to measure data and gain insights.
The Secret Step
According to Chris, the secret step that most marketers don’t do properly is measurement. While many marketers know the importance of measurement, many don’t understand how to use the numbers to improve their business. They don’t quite know how to take the data and turn it into actionable insights.
“Measurement is about listening for a conversation,” Chris said. “But as marketers, we forgot to set up the listening part of that conversation. . . . The better [we get] at listening and building our systems to actually listen and understand the conversation that the website is having with the person, the better we are to keep that conversation going.”
It is easy to remember to have conversations in a physical store. If a customer came into our shoe store, we would have a natural conversation with them. We’d ask questions such as, “What type of shoes are you looking for? What is your size?” This conversation still happens in the online space. With our websites, the conversational questions are answered through our customers’ website clicks and activity.
Listening through measurement is so crucial because it teaches us what we are doing right and what we are doing wrong. If we don’t know what is working, how can we repeat it?
Chris has had a lot of clients who come to him with problems similar to this situation: The client paid Facebook $100 and Facebook gave them $1,000 back. The client paid Facebook $1,000, and they got back $10,000. They paid Facebook $10,000 and they got $100,000 back. Because it was going so well, they gave Facebook $100,000 but then got nothing back. What happened? The company then has no idea what went wrong because no one understood what was working in the first place.
“Understand what’s not working so you can fix it, [but it’s] actually more important to understand what is working so you can keep it going,” Chris said. “A lot of challenges happen when they have this curse of a good offer until it doesn’t work anymore. And then they’re like, what happened? They don’t know. That’s why numbers are important. It’s why measurement is important.”
The Biggest Mistake
One of the biggest mistakes marketers make in measurement marketing is that they don’t plan or forecast. They may look back at their data to try and figure out how their customers are using their website, but they forget to answer this question: “How are your customers supposed to use your website?”
We shouldn’t just look at how people are using our website, we should also know how we want them to use our website. We should have a plan to get our customers through our website. If they land on our website, where do we want them to go next? And after that? Measurement marketing can help us plan this route. That way, if 20% of our visitors aren’t clicking on our offer, we know something is wrong immediately. If our visitors are spending more than 10 minutes on our homepage, we know something is wrong.
“If you are taking a ton of time on the homepage, the homepage is not doing its job as a salesperson. So, I virtually pull the homepage aside and I train it. I give it a better script and we adjust it so that it does help people get to where they need to go. That’s the power of measurement,” Chris said.
3 Ways to Use Measurement Marketing
Here are three areas we can use measurement in:
1. Credibility Marketing
As we’ve talked about a lot on this show, credibility marketing has become one of the most important business tectonic shifts. We have to find ways to build trust with our customers if we want to be successful. How can measurements help us with this?
We can go to Google Analytics and get the data to show us everyone who has viewed our page or looked at our reviews in the last five minutes. Then, we can check how many of those people continued to our offer page? How many of them continued to the cart? Did the customers that went to our review page buy at a higher or lower rate than people that did not take that action? We can take our hypothesis and prove it with our measurements.
Not only will our measurements show us if our customers are seeking authority proof, but it will also show us what type of proof they are looking for. Do they go to our About Page first? Do they spend more time on our review page or our content page? We can use measurements to track our customers’ behaviour on our website and discover where they go to determine our credibility first.
2. Recurring Revenue
Creating a recurring revenue stream is another aspect of business I believe is so important. If we have a recurring revenue stream, we will have a better idea of our profits each month.
Chris has a recurring revenue program with the Measurement Marketing Academy. It’s a “do it yourself” platform that includes courses, workshops, instructors, etc. all focused on teaching measurement on the tactical side (with Google Analytics, Google Tag Manager, etc.) and the strategy side (how to set goals and plan). If you want to learn more about his program and learn how to turn your numbers and data into insights that will help you improve your business, go ahead and visit his website here.
But how can measurements help us with our recurring revenue programs? One of the main things we can look at is our retention rates. How long can we expect a customer to stay in our recurring revenue program? What is the average length of time? One year or six months? Knowing this will be a key indicator as to whether or not customers are happy with our program. If our retention rate is low, we can dive deeper into our data to find where it is we are losing our customers and then work to fix it.
We can also look at how our customers are using our membership sites or other programs. Are they using the areas of the membership site that we want them to? At the Measurement Marketing Academy, they know it’s very important to get their customers to the “Ask Instructor Report” quickly because it provides some of the best value. They have found that their customers stay longer in the Academy when they first go through the instructor report. If their customers aren’t going here on their site, they know they have to change something to direct them there.
“We can measure for the interaction of different sections in the Academy and then attribute it to if they’re gonna stick around longer or not,” Chris said.
3. Passion Marketing
We can use measurements and data to find our customers’ passions. We can measure and track the customer awareness cycle to find out the general idea behind why a customer continues to our website or blog. What advertisements are the most successful? What buttons do our customers click on the most on our website?
When a customer first becomes aware of our brand, it’s often because they are searching for an answer to their problem. Our brand gets noticed when we show them that we have the solution. When Chris first started Measurement Marketing, they focused their marketing on helping customers’ use Google Analytics. However, after measuring different data points, they found that most people didn’t necessarily care about Google Analytics; they wanted their marketing to drive growth and predictable revenue and results.
There was a time I was building a funnel site for a company. We were really trying to keep it narrow and there was a section that talked about benefits. When we looked at our website data, we found that most of the visitors tried clicking on one of the benefits; they weren’t clicking on the other four benefits. From this, we learned which benefit to lead with in a lot of our marketing. We surmised that that was the most wanted benefit.
While the best way we can find our customers’ top passions is through focus groups and interviews, we can still get an accurate reading on what draws our customers’ attention the most if we run trials and tests, and measure it.
There are many different tools we can use to help us in our measurement marketing. Sometimes, there are so many tools that it can feel overwhelming. That’s why Measurement Marketing makes sure to give their customers instructors to help them one step at a time. Here are some of the tools Chris recommends:
- Google Analytics: Stores information and build reports
- Google Tag Manager: It doesn’t give reports, but it collects more data so you can ask specific questions. It allows you to manage snippets of code or tracking pixels on your website without having to modify the code. You can give this data to Facebook Manager or Google Analytics.
- Google Data Studio: Converts data into customizable, simple, and informative dashboards. This helps display your customers’ behaviours instead of displaying the numbers.
- Microsoft Clarity: It helps you understand how people interact with your website. It groups behaviours in a way anyone can understand as qualitative data.
Connect with Chris
Thank you so much Chris for sharing your stories and insights with us today. To learn more about or connect with Chris: