If you can’t measure it, don’t do it.

One of the greatest advantages the Internet has provided businesses is the ability to measure things in terms of data

One of the greatest advantages the Internet has provided businesses is the ability to measure things in terms of data.

Similar to the above, one of the biggest mistakes companies make when it comes to their own marketing initiatives is they pour money into efforts that have no real “measure for success.” For example, why do you want 100,000 followers on Instagram? Is it because achieving that goal will help position your company as an authority in the space? Is it for brand positioning? Is it because you believe 5% of those followers will convert into monthly paying customers? 

Setting arbitrary goals without firmly defining how those goals are going to move your brand to the next level is a waste of time, money, and resources. So, before you start holding weekly meetings to recap social media performance, you should question whether those initiatives are truly going to move the needle for your business in the first place.

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