Can Numbers Be A Marketer’s Best Friend?

Yes they can be.

The simple reason is unless you have numbers attached to what you want to achieve you have no way of celebrating achievement.

And who doesn’t like a great celebration.

For example, say you want more customers to buy your products or services.

How many do you want, 5, 10, 1000?

What your marketing strategies and tactics are will be different depending on the numbers.

When you don’t put numbers against what you want to achieve it makes your marketing more complicated.

It also takes up more time and can cost more money.

Putting numbers in lets you chart your progress. As well as see what is working and what needs tweaking.

If you don’t then you are left with gut feel and assumptions whether you are on the right track.

Keep It Simple

Work out what you want. We call these marketing objectives. For example say you want 10 more customers.

When you reach this goal you can change the I want 10 more customers into I have 10 more customers when you

You need to put dollars against this as 10 customers who pay $3,000 is different to 10 customers who pay $50.

The main thing here is you can forget some numbers like I want 100 new twitter followers because that doesn’t lead anywhere.

Marketing Strategy

Once you know your numbers you can map out your strategy and the tactics to achieve them.

Much easier than throwing them all into a hat, picking out something at random, and hoping it results in something.

If you know that you want 10 more customers then you will be looking at doing specific activities that will attract them to your business.

You don’t have to be an accountant however numbers do help to simplify your marketing approach. And they save you from getting overwhelmed from the latest marketing idea of the day.

Over to you. Do you put numbers in your objectives?


8 Responses to Can Numbers Be A Marketer’s Best Friend?

  1. When I taught a management development course at my former bank, we gave the example of salesman who worked very hard at racking up of the number of calls he made every day. But he didn’t make any sales. That’s because he was calling on the wrong people. So, better to prospect among fewer customers — but the right customers.

    • Hi Jeannette,

      Good point and it comes back to quality not necessarily quantity. Makes it a lot easier if you work your prospect first which applies online and offline.

      Thanks for sharing the example.

  2. On the spot message Susan that reminds us no matter how small our business may seem, we still need to set goals, track the results, adjust our course of action and then set new goals. I can’t imagine any successful business that operates without setting goals – with specific numbers and then measuring their progress and adjusting their next steps appropriately. As always, this is a great reminder.

    • Hi Sherryl,

      I can’t imagine any successful business not doing it either. And it doesn’t have to be difficult which is a shame when you see some businesses not do it or not want to do it. I guess they will miss out on the bottle of Veuve 🙂

  3. I get this. I have always operated with objectives that had numbers as bench markets to determine and show progress. What I’m doing now is not much different, other then I don’t have a support group to help me do the analysis. That is squarely on me. I know I’m making progress but not at the speed I desire… No surprise there. huh!

    • Hi Susan,

      It is different when you do it on your own isn’t it. I found the same thing when I first started my business. You are way ahead of many because of your background and if you ever need support I am just an email or Skype call away 🙂

      Either way I am sure you will get there. Looking forward to reading week 2 in France.

  4. Excellent post Susan. Numbers are truly a marketers best friend. But it’s still amazing how many marketers avoid them.

    I know some marketing results are more difficult to quantify like “brand sentiment”, but the basics are a must – av cost to acquire 1 customer, lifetime value of 1 customer, av profit from 1 customer, etc…

    • Hi Fiona,

      Great to see you here. I know and it is a shame as it doesn’t have to be that complicated as you highlighted.

      Thanks for stopping by and commenting.