VVLCRAP | Adam’s 7 Character Description of Marketing Success

Visibility
Visitors
Leads
Customers
Revenue
Audience
Promoters

What is VVLCRAP

If your marketing is not tracking visibility, visitors, leads, customers, revenue, audience and promoters you are not spending your money on marketing well.  

If your marketing is not consistently targeting and moving the numbers for visibility, visitors, leads, customers, revenue, audience and/or promoters it is probably not adding value.

I will assume that you are reading this because revenue is one of the goals for your business, and perhaps the most crucial goal of your business.  So let’s look at VVLCRAP in that light.

Your revenue comes from customers.

Your new customers were leads before they became customers.

Your leads were visitors before they were leads, and your visitors only “visited” you because you were visible.

If that’s not clear, please write something in the comments and I’ll be happy to clarify.

How to Measure VVLCRAP

• Visibility
  • Google: choose your keywords and use a tool like SEMRush or SE Rankings to measure how often you appear in the top 3 positions for that term
  • AI: use a tool like SEMRush and SE Rankings to see how often you are mentioned and linked in AI.  For help you can also ask ChatGPT or similar how to measure your visibility on AI platforms.
• Visitors
  • Website: number of visitors to the pages that matter to you.  Could be a landing page.  Could be home page. Probably one of those two types of pages
  • Profile page: the place on social platforms where people can increase their relationship with you.  Measure the number of visits using Later.com or similar tool
• Leads:
  • Website landing page: form fills where someone is ready to have a sales call to evaluate buying or not buying your product or service
  • Direct Message on Platform: Facebook message, LinkedIn Message, etc. of someone who is interested in evaluating your product
• Customers:
  • Measured number of new people per month (or quarter) who pay you for something
• Revenue:
  • Yup. It’s money.
• Audience:
  • People who have intentionally given you permission to market to them.  Examples:
    • Social Media Followers
    • Email subscribers
    • And other similar content channels
• Promoters:
  • Google reviews four stars or more
  • Other reviews on other platforms
  • Can also be mentions with positive sentiment on social
  • Can be referral codes redeemed 
  • Any way you measure the number of people who are actively driving revenue to you