How do you know if your marketing strategy is working? Do you have a way of tracking your numbers? Why do you need to know your numbers?
In this blog post, we will discuss the main reason why you should track your marketing campaigns and the benefits of doing it.
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Is your marketing working? How will you know?
One way you’ll know is by understanding your numbers. That’s what we’re going to talk about in this training.
This question is something that I recently covered with my author Audience Academy members. This is the post that I recently got from one of my members inside our private Facebook Group.
This is the question:
“Shelley, I can see a lot of people are looking at my books on my book launch pages, but they’re not buying. I know this says something, but I’m not sure what. Therefore, I’m not sure what even needs to be improved on.”
This was a very big question. Some of my members jumped in with different things to share with her, which was great! I love how active and supportive our group is.
However, when I replied to her question, this is what I asked her:
“Have you gone through the training on Traffic, Offer and Conversions? I have a previous podcast that covers this. Basically, Traffic is how many people are coming to your site. Your Offer is what you are offering them. Then, Conversions are how many people are converting to buying from your page.
So, the problem could either be in your Traffic – the amount of traffic you’re getting. It could also be your Offer which includes the kind of book that you are offering, your copy writing on your page, and your book description, among other things that go into it. Or it could be your Conversions, which could deal with a lot of different things.”
My second question to her was:
“How much Traffic are you getting to the page? What are your numbers? Do you know your numbers?”
So, we had to really dig in and find the numbers. Let me share with you what we learned.
Know Your Numbers
She says, “I can see that people are looking at the page are not that many.” She started off saying, “there are so many people coming to my page and not buying, what’s wrong?”
Sometimes you need to really look at your numbers and say, “is there really a lot of people?” When she really looked at her numbers and shared them with me, she admitted that there were only three to four people coming to her page every day. Yet, she was getting about 1 to 2 book sales per month.
So, I went into some more numbers to explain to her what she should really expect for industry standards.
Typically, a 3-percent conversion rate is pretty good for any kind of sales page, which would include a book page. That means three percent of all your traffic.
So, I told her that if she’s getting 4 visits to her page per day because she said 3 or 4, that would be about 120 visits per month, and that’s a high number. Three percent conversion rate for her would be 120 X 0.03 which is equal to 3.6 sales per month.
So, she’s getting about 1 to 2 sales per month, which is not that far off from what she should expect with that kind of traffic. What we were able to drill down into this is that it wasn’t necessarily a problem with her book launch page, her book, or her book cover. It’s not about any of those things you could go into a frenzy of, “I need to change this, I need to do this, or I need to do this.”
I think it boiled down to having a Traffic problem.
She simply needs more people to come to that page – more eyeballs to that page.
What I recommended what she does is to focus on one main marketing strategy and implement the 30-day marketing plan that’s available inside http://www.AuthorAudienceAcademy.com.
If you’re already a member, that training is inside the Platform module. It will help you to set up a 30-day book marketing plan, and you can implement that plan over the next month.
You track your results, see what’s working, see how it’s going, then rinse and repeat.
Tracking Your Results
You have to know your numbers.
I like to say, “test, track, and then tweak.”
But if you’re always tweaking without tracking, without knowing your numbers, it’s going to be like the blind leading the blind. It can be very frustrating.
So, first, ask yourself, do you know your numbers?
On an Amazon sales page, we don’t really have a great way to track how many visitors we’re getting to that page. But if you have your own stand-alone book page, which you should, you can track that page. Every author should definitely have some sort of sales page.
And you can track it through Google Analytics and many different ways. I personally use Google Analytics as it is fairly simple to set up. And then you can see what your numbers are.
Once you know your numbers, then you have to ask “what are your sales?” Some of the sales can come from different places, I get that. But there are ways to track these things.
If you have questions about tracking and want to go into more detail, post a question inside our private Facebook group for Author Audience Academy – if you’re a member.
If you’re not yet a member, we’d love for you to join us.
In case you haven’t seen, we’ve recently added in a monthly option. You can get started for as little as $39 a month, and join our community of Christian authors, get instant access to all my training, as well as access to our private Facebook group where we’re discussing things like this all the time.
I hope you learned something from this training. Until next time!
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