Do You Need To Measure Sales When Looking At What Marketing Works

Tell me, have you heard about branding? I feel like branding is one of those terms we hear a lot, as business owners. Branding is extremely important, but the reason why I talk about branding is because there is a question that I often get asked – is sales the only factor you need to look at when deciding whether or not a marketing channel is best for your business? 

The short answer – no. The reason why is because you have to develop brand awareness. As small business owners we’re not going to be able to put a product out into the world and expect people to start buying it without some understanding of who we are as a brand/business.

As small business owners, it’s important to establish brand awareness, so our products can be easily found and identified. And, that means you’ll need to be present somewhere. Sure, you may not want to spend all of your time on TikTok, or Reels, or YouTube, but in order to establish brand awareness, you will need to show up somewhere.

Now, let’s say you’ve established a decent following on Instagram, but you’re beginning to feel overwhelmed by the thought of using video, or you’re starting to feel like you’ve plateaued and you’re not sure how to continue growing your audience, like you were able to do in the past.

Does this mean you should jump ship and abandon Instagram?

No, because people are still going to be looking for you on that platform. So, even if you choose to post less frequently, you will still show up on the platform and still continue to retain some relevance.Maintaining a social presence can also be beneficial when it comes to your search results. When someone searches for your brand on Google, your Instagram or Facebook account are likely to come up.

So, is sales the most important factor when it comes to determining if you should spend all of your efforts on a certain platform? No, but it does determine how much effort you want to put into that platform. If you notice you are gaining a lot of followers on a specific platform, or generating a large number of sales from a specific platform, you may want to focus more of your efforts there.

This doesn’t mean throwing your other accounts in the trash. Instead, maintain those accounts. Maybe Instagram was a great platform for generating sales in the past, but has slowed down recently. Continue to post and engage with your followers, even if it’s on a less consistent basis. The platform could perform well for your brand in the future.

You can also repurpose content. Instead of feeling overwhelmed by the need to produce new content on a regular basis, try repurposing content. Maybe you’re creating new content for TikTok. Take that same video, or caption and repurpose it to Instagram. Maybe you had a Facebook post that generated a great deal of engagement in the past.

Try repurposing that post to engage with your Instagram followers. You don’t need to repurpose content everyday, but repurposing content 2-3 times a month can help you maintain your engagement and keep your accounts relevant.

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