Tracking it

Do you track where your leads come from?

Tracking the effectiveness of your marketing campaigns is vital to making them work. Until you know which approach works best, you won't know how to adapt and evolve your marketing properly. Find out from your leads by asking them, or better still, by sending them to your organisation via a filter of some kind:

• A different phone number
• A PO Box mailing address
• A 5% discount if they mention a promotional code

And of course online it's even easier. Create different versions of the same page and use tools like Google Analytics to work out which page has the better reaction. Better still, with good tracking software you can find out where your visitors came from, how long they stayed on the page, and what they did next. Comparing two campaigns online is quick to do, and gives you instant results. Best of all - it's free. No new line rental, no new PO Box service subscription, no reduction in profit in exchange for finding out how people found you. All it takes is a little thought and setup and you'll have a brilliantly effective measurement tool at your disposal.

Ben