Small businesses have limited budgets they can use to attract new clients. It is especially important for them to tack and measure which campaigns are creating new sales and which are not. In this article, we’ll examine some of the tools available to businesses to measure and quantify the success of their marketing campaigns.
- Set up Goal Tracking in Google Analytics
Your website should be designed to direct site visitors towards an action. Whether that action is to make a purchase, send an inquiry, or sign up for your email list, you can set up your Google Analytics account to track these actions.
Why does this matter? Once you have this function enabled you can see where site visitors who complete your goals are coming from. Now you can tell which Adwords campaigns are paying off, which of your blog posts are most compelling, and which of your social media channels are prompting action.
- Set up unique tracking links
Google has a free tool that allows you to create a unique link for each online campaign you run. This allows you to see exactly which site visitors are coming from each individual campaign. You can even create different links for each banner ad you run so that you can see which is the most effective.
Using this in combination with goal tracking can help you learn which online campaigns are bringing in customers to your business.
- Look at Time on Site and Pages Viewed
You can get a good measure for this by looking at how long visitors stayed on your website and how many pages they viewed using Google Analytics.
If you find that a referring site sends visitors who stay for a minute or more and look at several pages, odds are good some of these visitors have turned into customers. Contrarily, if a referring site sends visitors who stay less than ten seconds and only look at a single page, you are much less likely to be getting customers from that site.
- Ask every customer how they heard about you
Whether a client places an order online, over the phone, or in your store, take the time to ask how they found your business and track this information with every sale. You can bucket these into simple categories like, repeat client, referred by a friend, online ad, etc.
With this information, you have the tools you need to see how much money each lead source is creating. You can compare this number with the amount you spent on marketing for that lead source to learn which marketing efforts are generating income and which are not.
You can also use this to find new opportunities. If you aren’t getting as many referral leads as you’d like, you might want to start a referral program. If lots of people are finding you on social media, it might make sense to increase the time and money you’re spending on these.
- Add a special offer to offline campaigns
Sometimes clients don’t remember exactly where they saw your business. You can solve this by adding a special offer unique to each direct mail piece or print ad that offers a discount or free item to clients who mention the ad. This practice can remind people to mention the specific advertisement they saw and help you more effectively measure the campaign.
No matter what your objectives are, Wolfhaus Design can help you create and deliver an online advertising campaign that will help drive qualified traffic to your website. Learn more about Wolfhaus Design or get started with a free consultation.