Measurement

The point of measurement is deciding what to stop doing.

Count the thing that pays

Impressions and followers are not results. Track enquiries, booked jobs and revenue per source, even if the tracking is a spreadsheet and a question on the phone.

Give it time to be real

Weekly numbers for a business with a few dozen monthly enquiries are mostly noise. Judge changes over quarters, not weeks.

• PositioningHow to define who you serve, what you replace and why it matters more than design.
• ChannelsSearch, referrals, local presence and paid ads: what each is good at and what each demands.
• AboutAn independent primer on small business marketing.