There’s something about spring that makes me want to purge. As the weather warms up, I find myself rooting through closets, sorting through my garage and just getting rid of stuff I no longer need or want.
Any other time of year, I’d probably have to think a bit longer before saying goodbye. In the spring, I rarely second guess my choices. My intuition tells me that it’s time for something to go and it does.
And boy, does this feel amazing! There’s something so satisfying looking at a row of empty hangers. Some of the excitement comes from the prospect of new finds to fill the empty space—I do like buying new clothes.
But that’s not the real reason it feels so good. It’s the feeling of letting go and then starting new that makes the experience so rewarding.
Last year, my business was stuck in a bit of a holding pattern and I held onto some stuff that I really shouldn’t have. This spring, I found myself not only spring cleaning at home but also in my business. I’m not talking about small changes here either. I ended a couple of relationships with people that I’d been working with for a long time.
Once I got past the initial fear (you know, oh crap what have I done!), I realized how great it felt. And I also started noticing how much in my business was going right. Though the decisions I made had nothing to do with the good things happening, they are still related. Why is that? By getting rid of things that were no longer serving me in my business, I had more attention to focus on things that really mattered. And that meant that they were actually getting done.
Marketing can be one of the most frustrating parts of business. I can’t tell you how many conversations I’ve had with frustrated business owners who have no idea if the time and effort being put into marketing was worth it.
Here’s the thing about measuring the success of marketing (ROI). It’s not a 1 + 1 = 2 type of equation. It’s an art not a science. Every business is different and what works for one many not work for another even if they’re in the same industry.
Even though it’s hard to measure, you must continuously evaluate your marketing ROI to determine if your efforts are serving you. If they’re not, you’ve got to let them go. Easier said than done, right? Determining the success of any marketing effort – digital or traditional – comes down to how you answer three questions:
- Am I talking to the right people?
- Are the right people in the room with me? (I’m using the term room really broadly here.)
- Am I having the right conversations?
If you can’t easily answer these questions, you’re missing a key ingredient to successful marketing—an ideal client or target market. Knowing your perfect client is key to successful small business marketing. Check out my resources for creating an ideal Client profile—there’s a video, workbook and step-by-step instructions.
About the Author: Jasmine Holmes
With over 15 years of graphic design and marketing experience, Jasmine Holmes loves being able to say, “I’m older than I look.”
Jasmine is the owner of 910 West, an online marketing company serving small businesses in Gilbert and throughout the US. It is her combined experience in traditional print and online marketing that sets 910 West apart from the competition and makes Jasmine a marketing expert.
At 910 West, she works with a talented team to deliver small business digital marketing essentials: local search, email marketing, and brand development.
When not working, you might find her at a farmer’s market buying locally grown veggies. Jasmine passionately believes in the power of small business and loves working with them to create lasting success.