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Tracking your Marketing Success
Do you know how well each of your marketing campaigns is working and do you know exactly how your customers find you? When I worked for a marketing consultancy, it was drummed into every single employee the importance of the customer database and accurately collecting all of the important customer data. Obviously if your campaign includes sending materials by post then collecting the full address and telephone number (just in case) is essential. However the one thing that many people don't collect (even so-called marketing specialists) is what I call the 'marketing source' - i.e. how the person found you. If you have a hundred enquiries and you have no idea where they came from, how can you measure the effectiveness of each campaign? If you have say a Google campaign and a advert running at the same time and you don't collect the marketing source, how will know where the leads have come from and how will you know which is most effective in converting from lead to sale? So, whether you collect details online or by telephone, always ask how they heard about you ......... and of course record the data in a database or file so you can analyse it later. |
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The copyright for this content entitled "Tracking your Marketing Success" has been specified by the contributor as:
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This intel was contributed by Jenny L
Jenny L
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May, 2012
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