To predict the success of a marketing strategy, you need to build a tool that can estimate what that success will look like for your client. Casey Stanton breaks down what goes into creating an effective and accurate tool along with a great use case. Find out how to measure and understand the outcomes of your efforts!
Takeaways:
- You need to build an estimation tool for your clients and team to use to measure the success of a marketing strategy. Having this calculator informs you of the strategy's likelihood of being successful.
- If you are currently using webinars in your strategy, you need to use a 1-click opt-in with your invitations as this will boost registrations and save you from losing 70%-90% of the clicks. If you do this, your CTR and RSVP rate should be equal.
- When building out your calculator, the first question is, what is your registration timeline?
- The baseline metrics that you need to know to build your tool are your open rate, CTR, RSVP rate, and show rate.
- In order to start predicting the success of a marketing event, it's crucial to know what the RSVP and Show-up rates for your events are from every channel.
Quote of the Show:
- "Start predicting major outcomes and then understand what has to be true along the way" - Casey Stanton
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