Track Your Results to Prove Your Marketing Effectiveness
If you're in marketing, you've been here: Your client or your boss is considering cutting marketing budgets because she's not sure they're paying off. You know sales are up, sales leads seem to be up, but how can you show that they're up due to the marketing you've been doing? Here are some relatively easy ways:
• Use unique 800 numbers in each piece of marketing. Then use your phone bill to cross reference the number of calls that come in to each 800 number. If the number is used only one a single marketing tool, you have a strong argument that the call came directly as a result of that tool.
• Use unique urls. Same as above. If you drive the viewer to a unique page that can't be accessed from the main website, then watch the activity to that specific page, again you have a strong argument that the hits on the page came directly from the marketing tool.
• Use a unique code in the promotion. Any buyer needs the code to get the special deal. Same as above. If they've got the code, they've come to purchase because of the marketing tool you've created.
• Ask. If all else fails, create an internal policy where all people taking calls ask the question of any NEW prospect, "How did you hear about us?" We all know that consumers aren't converted in one marketing moment, but rather over the life of many moments. Asking the question is simply good policy.
So get to work! Track everything you do. Because when the boss or the client comes a calling, you can pull out your data and have a long talk about how your work has created leads that have brought in customers. Then convert those customers to dollars, and show how spending MORE marketing dollars could bring you MORE clients.
(ArticlesBase SC #769008)
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,Tracking Marketing Results
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