Last week, I was at my son's endocrinologist appointment (my little man was diagnosed with type 1 diabetes at 2 years old) and the doctor and I were discussing different tweaks we needed to make to his insulin regimen. We sat there discussing the different contributing factors to what may be causing my son to be having more high blood sugar readings at night. As I often tell people who are not familiar with Type 1 Diabetes, managing T1D is more of an art than a science. There is not a set calculation based on his age and weight that will give us exact amount of insulin he should have per carb or a set basal rate. We are constantly making adjustments and will continue to do so throughout his life.
Managing Your Marketing Is An Art
During the drive home, I was thinking about the experience at my son's doctors appointment and how it relates to the marketing plans I implement. Marketing, like Type 1 Diabetes, has a lot of science behind what works and what doesn't work. You can use analytic tools to track the effectiveness of a campaign and prove ROI through the data you collect. There is not a set equation or formula for my son that will tell me how much insulin to administer nor is there a set equation for your business' marketing efforts. From previously reported data, we can figure a starting point for our marketing efforts, but as you manage these efforts you will need to make creative tweaks to find the perfect 'settings' for your company. And just as my son grows, your business will grow, marketing trends will change, the customers buyer's journey may shift and your marketing tactics will need to quickly adapt to these changes.
Giving It 110%
When I take a look back at my own marketing, it's easy to see the months I put in the required time and the months I got off schedule. With T1D, in order to keep my son healthy, and to keep his A1C (your average blood glucose control for the past 2 to 3 months) in the perfect range, I can never slack. In order to stay on target to reach my own marketing goals, I know that I have to stick to a set schedule and always give the good old 110% effort. Dedicating the time, analyzing the data and making the necessary tweaks will keep your company on track to meet your goals. You'd do it for your child or a loved one, so why not do it for your business too!