As a business owner, you understand the value of being skilled in marketing. However, in my experience of working with business owners for over 20 years, I have found that 99.9% of them have never defined what it truly means to be a good marketer in their own terms.
Take a moment now to reflect on what you are measuring yourself against. Without clear metrics, you cannot accurately determine your goals, which can lead to a distorted perception of your abilities or a constant feeling of inadequacy.
Undoubtedly, one of the best measurements of good marketing is the revenue you generate. There’s nothing quite like the confirmation that people are willing to invest in your business. Testimonials and positive feedback also serve as validation or indicators that others value what you offer. However, is that all there is to it? For most large companies, the ultimate focus is on the bottom line—the profit after taxes. It’s about how much the shareholders earn or other monetary references.
Yet, for entrepreneurs who embarked on their own path because they desired “something more,” what becomes the measurement? What exactly is that “something more”? Of course, you strive for happiness and enjoyment along the way. And let’s not forget the importance of maintaining a balance between your business and personal life.
We have made progress in defining what you want for your overall business, with revenue being one of the exceptions. But what about the specific qualities that make up a “good marketer” according to your own definition?
Challenges are exciting, aren’t they? Today, let’s take a few minutes to ask ourselves, “What is my measurement of who I would be if I were a good marketer?” Here’s a list of questions to guide you as you contemplate and create your own definition. Rate each question on a scale of 1 to 10 to assess where you currently stand:
How well do you understand your target audience or those who have purchased from you in the past?
How familiar are you with the principles of marketing?
How effectively do you apply those principles in practice?
How well does the public comprehend what you do?
How do you educate them about what they need to know to understand your offerings?
Are you relying on others to handle this, or do you take it upon yourself to ensure education happens at every opportunity?
How well do you know the uniqueness of what you sell—both your personal uniqueness and the uniqueness of your product?
Do you frequently change your marketing strategy simply because you grow tired of it?
Are you enjoying your accomplishments or constantly criticizing yourself for what remains to be done?
Do you find the learning process enjoyable or frustrating? Are you allocating enough time for learning and personal growth? How do you measure that growth?
Do you repeat your offers regularly? Are you aware that email “open” rates are typically around 48% on a good day and 8% on a bad day? It’s important to repeat your messages since only a small number of people take the time to read them consistently.
Are you fully committed to marketing when you engage in it? Do you give your all or only invest half-hearted effort?
Is your marketing generating the expected revenue?
Do you take “no” responses personally?
Are you taking good care of your health and other aspects of your life?
These are just a few questions to consider, and you may have others of your own. The goal is to establish 5-7 specific metrics for self-evaluation. If you struggle to define them, seek input from others whom you believe embody the qualities of a good marketer.
Is it all dependent on “results” alone? “I’ll be a good marketer when I achieve X.” When you clearly know what you are aiming for, you will never fall short or overshoot. This focus will keep you determined, clear-headed, and attractive in the universe, even when faced with competition.