If You Don’t Measure It, You Can’t Tell It’s Working
Great article by our CEO, Brad Swezey. I talk to a lot of small business owners who advertise in a lot of different publications and formats. When asked if what they are doing is working, the usual answer I get is, "I think so," or some other variation of that. When I ask them how they know it is working or not, I often get blank stares or something like, "it seems busier lately or I overheard someone mention how they heard about us." Once I hear this, I am the one who has a blank stare. The reason for this is that business owners are spending a good amount of money trying to get people to be aware of their business but don't systematically track their advertising and…