Welcome to this week’s Marketing Minute Tip. This is probably one of the most important questions you should be continually asking yourself. If you can’t measure and track your marketing there’s no sense in doing any marketing at all.
It’s always been important to measure the impact of anything you are doing. Anyone who took a high school science course understands that statistical results allow us to understand what has happened so if the results we got are not to our liking, we can change the procedure. And never has this been more important than today! All marketers must be more focused than ever on spending their funds on things that work to maximize their returns. Cause and effect: if people are spending their money more wisely on what they purchase, you should spend your money wisely attracting the people that are ready to buy your product or service.
Let’s look at a really simple example. If you spend $3,000.00 to run three similar ads in different papers you want to know which one brings you the most results so that next time you place an ad you focus your attention on that little gold mine, the paper that brought you the most leads.
Let’s quickly examine just some of the things you as a marketer need to be able to do so you can determine exactly what part of the marketing programs are working, which ones need tuning and which ones should be scrapped altogether. You need:
- The ability to track the number of calls or hits you’re getting off of each ad
- The ability to track the number of messages that are being left on phone lines
- The capability of assigning each Campaign or Approach a different ID# or tracking identifier. (FYI – We refer to Approach being the medium you use. They can include but are certainly not limited to newspaper, radio, sign riders, local magazine, online advertising methods, etc)
- Easily accessible call statistics in REAL TIME on phone lines
- To capture the telephone numbers of people who respond to your toll free hotlines
Use tools with feature rich reporting capabilities to allow you to track and measure the impact of everything you do to attract new prospects. Subsequently you are able to track which ad went to which media source and which day it ran. You can tell if your ad pulls better on a Tuesday than a Friday. You can test headlines to see which ones solicit more response. You can tell if it’s better to run your ad on page 1, 2, 3 or 4. You can measure the impact of running Branded Ads, ads that identify exactly who you are, against Un-branded Ads. I have seen just the change up in the order of words in an ad bring in triple the response.
In closing consider this! You know you need to track and test if you are going to be successful at marketing for all of the reasons listed above. But, if you had an opportunity to not only perform all of the necessary tracking and testing BUT the capability to integrate your market attraction capabilities with your CONVERSION abilities, wouldn’t that be an even more powerful one-two marketing punch?
To learn more about how proven marketing tools and strategies can help you turn your prospects into profits, go to www.YourMarketingRobot.com
Or, to see more information about our complete membership system, go to www.ProspectsToProfits.net or give one or our reps a call at 1-800-858-8889.
To your marketing success,
Automated Marketing Solutions