We’ve all been there pouring time, energy, and budget into marketing and then pausing to wonder: Is any of this really working?
Here’s the truth: marketing isn’t about throwing spaghetti at the wall and hoping it sticks. It’s about creating experiences that matter, building genuine connections, and making sure the right people are hearing your story at the right time. It’s about Relationship Marketing.
But how do you know if what you’re doing is actually moving the needle? Let’s break it dow,n shall we….
First - We Must Look Beyond Vanity Metrics
We all love that little dopamine hit when likes, follows, and views roll in. But let’s be real—those numbers don’t tell the full story.
- A like is good.
- A comment is better.
- A conversation is best.
We’ve been speaking about this for years. But, here’s what I mean: imagine you post a reel that racks up 10,000 views, but no one comments or starts a conversation. Compare that to a carousel that gets 300 likes and sparks a thoughtful comment thread. Which one tells you more about whether your message resonated? Exactly the one with conversations.
If your content sparks questions, shares, and DMs, it’s doing more heavy lifting than a “viral” post that disappears overnight.
Track Conversions, Not Just Clicks
Clicks are nice…but clicks don’t keep the lights on. Conversions do.
The average landing page conversion rate across industries is just 2.35%, but top performers see 5%+. That means you’ve got to pay attention not only to how many people show up but also to how many people take action.
For example, if 1,000 people click on your ad but only 10 download your freebie, that campaign isn’t aligned. But if 300 download, and 50 later reach out for a consultation—that’s proof your message is connecting to the right people at the right time.
Always follow the journey: awareness → engagement → conversion → loyalty. The end action is where the proof really lives.
Measure Retention & Referrals
Here’s the part a lot of brands skip: great marketing isn’t just about getting people in the door it’s about keeping them there.
It costs five times more to bring in a new customer than it does to keep an existing one.
Think about it: a coffee shop might get 100 new customers with a coupon campaign. Awesome, right? But if 70 of them never return, was it really worth it? On the other hand, if 40 stick around as regulars and bring friends, that’s when you know your marketing is truly working.
Referrals, loyalty programs, and consistent care-driven experiences are what create raving fans who stick around and spread the word.
— Word of mouth to World of Mouth is where it’s at.
Listen to the Conversation
Numbers matter, but the words people use about your brand matter even more.
One client once told me, “People are repeating our tagline back to us at networking events.” That’s a huge win, and it means the story we crafted together wasn’t just heard, it stuck.
And here’s a stat that proves why this matters: 92% of people trust recommendations from friends and family more than advertising.
So check your reviews, your mentions, your inbox messages. Are people echoing your values back to you? Are they sharing their experiences with others? That’s marketing in action.
Check Alignment With Your Why
At the end of the day, your marketing should do more than generate numbers…it should reflect who you are ie your Manifesto Around here, we call it out-CAREing the competition.
As Seth Godin said: “Marketing is no longer about the stuff you make, but the stories you tell.”
If your value is community but your marketing feels pushy and transactional, something’s off. But if you’re consistently creating opportunities for people to connect, share, and feel part of something bigger you’re living your brand in real time.
Ask yourself: Is my marketing building the kind of relationships I want to be known for? If the answer is yes, you’re on the right track.
The Bottom Line
Your marketing is working when it creates relationships, not just transactions. Data matters, but connection matters more. When you bring the two together, you create momentum that lasts far beyond one campaign.
So instead of asking, “Is my marketing working?” try asking:
“Is my marketing creating the kind of connections and conversations that build trust and loyalty over time?”
That’s when you’ll know you’re doing it right.
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