Does Your Marketing Measure Up

 

Imagine…Better Marketing Made Easy.

This email is the second in a series from Signs By Tomorrow designed to help you be more effective at marketing your business. Today, we’re looking at ways to track the effectiveness of your marketing so you can make better spending decisions in the future.

Why ROI

So you’re doing everything right to market your business: branding consistently, running promotions, attending events, maybe even advertising – but do you know which of your tactics is really earning its keep? For many busy business owners, the answer is no. But if you’re not tracking results, you could be throwing money away.

For instance, you may have a significant advertising budget allocated across numerous media outlets. But if you are not sure which ones deliver the best results, your money is not doing everything it should be for you. Likewise, you may attend dozens of trade shows but which ones are really bringing in the most new business? Without this information, it’s impossible to make the best decisions about future spending.

The ABC's of ROI

Now that you understand how important it is to track your marketing, here are some ways you can actually implement meaningful measurements: 

  • At a tradeshow, keep track of the number of visitors, leads generated and conversions to ascertain which shows are most valuable to attend in the future.
  • Provide unique contact information for each marketing piece, from ads and flyers to POP displays and vehicle graphics. Set up multiple 800 numbers or website landing pages to see which generates the highest volume.
  • Use Google Analytics to track website traffic tied to promotions and communications. If you send out an email with a link to a special offer on your website, Google Analytics can show you whether there is a corresponding jump in traffic during that time period.
  • Consider the use of new technology like QR codes on everything from signage to print pieces. This can be used to direct prospects to dedicated landing pages, existing website pages or even link directly to a phone number.
  • Don’t forget the basics – when a new prospect contacts you, ASK how they heard about your company. Many CRM and sales software programs have a field for this or you can create a custom field.

Make Someone Responsible

Finally, once you have tracking mechanisms in place it’s critical to assign a specific employee to report results on a regular basis. Then when you sit down to develop your marketing budget for next year, you’ll be able to do more of what works and less of what doesn’t.

For assistance or other ideas on how to incorporate ROI tracking into your next marketing project, contact the experienced staff at Signs By Tomorrow Tacoma.  Please Click Here to request a quote and receive a free QR Code* or call us at 253-475-7446.