ADVERTISING KEY #4: Track Your Results
There’s really only one way to determine the success of your marketing efforts—you need to track the results of advertising on the web, in print, brochures, mailings, radio & TV. Here are some ideas on how to manage it without feeling overwhelmed.
Gather the Data
Create and maintain a tally sheet to track your advertising results. This can be a simple paper form or a spreadsheet on the computer, with columns for each of your advertising venues (website, dated print ads, mailings, word-of-mouth, etc.). Gather as much demographic information as you can about your customers. Include columns for data such as the customer’s approximate age, gender, and zip code.
When potential or regular customers call or come in, ask them if they’re responding to an ad, your website, or something else. That’s all you need to ask. Don’t annoy the customer with lots of questions. Use your best guess to fill in the demographic data.
Use Mailing Codes and Coupons
If you send out mailings with response cards, use a code on the card so you can note it on your tally sheet. For print ads, use coupons (be generous) and note the responses on your tally sheet.
Use Analytics on Your Website
There are powerful, free tools, such as Google Analytics you can use to view the effectiveness of your website. Take advantage of them. Static websites are generally ineffective websites. Regular tweaks and content changes in response to analytical reports will improve traffic to your site.
Avoid Status Quo
Review your tally sheet and compare the cost of each advertising venue to the revenue you received. See what’s working and what’s not, and adjust your advertising plan so you’re investing in the venues that give you the best results.
Status quo is not a good thing in marketing—factors affecting your business can change quickly. Advertising techniques are changing faster than ever. Flexibility and quick response to those changes will put you ahead of your competitors.