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Marketing hat trick

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In hockey, when a single player scores three times in one game, fans celebrate by throwing their hats onto the rink to say, “Well done! Hats off!” What about in your business? What are the three things that, if done exceptionally well, would constitute a hat trick?

There are certain key numbers that can indicate it’s time to take a moment to step back and celebrate an extraordinary feat. But instead of looking at the numbers just once a year, we should be celebrating these wins throughout the year. 

Here are the three elements of what I’m calling the monthly “marketing hat trick”:

1. Growing your exposure

Look at your website clicks, engagement and responses to your calls to action. Consistent growth in your website analytics, with a 5-20 percent increase in engagement month over month, is truly exceptional.

2. Increasing referrals

If the number of appointments you put on your calendar with new, referred prospects increases 20 percent over the previous month, that is exceptional.

3. Gaining new clients

The final piece of the hat trick is if both of the above increase and you see a 20 percent increase in new clients over the previous month. Exceptional! Hats off! A real marketing hat trick!

Although any one of these three elements is positive, together they can power your marketing engine and lead to a stream of successes. Exposure and engagement lead to converting more referrals. More referrals lead to more clients. And more clients lead to the ultimate goal (sales) as well as further referrals.

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