Tracking your marketing activity
Tracking your marketing activity can be quite a colossal task when first thinking about doing so but if you break it down to 6 areas (split into two groups) it seems a lot more manageable. It is also necessary to stop yourself wasting money on things that don’t work, and allows you to improve the things that don’t work to make you able to market effectively.
The two groups are online and offline.
There are numerous ways to track the three main online marketing tools available to us (which are, advertising, website and social media).
- Referrals from social media – traceable through Google Analytics.
- Insights – Reach, shares, likes, favourites, retweets, endorsements, recommendations etc.
- Response to questions
- Codes – Quote “FACEBOOK” for 1000 free cups.
- Website enquiry
- Video views
- Newsletter subscriptions
- Phone calls
- CTR – Click Through Rate
- ROI – Return on Investment
- Codes – Quote “ADVERT1” for free origination
- Google Analytics
- Google Keywords
And how do you track offline marketing?
Brand Engagement (Also Brand Awareness but this is hard to quantify)
- Enquiries when you have no campaign running
- Word of mouth
- Unusual peaks of activity
- Recognise your logo if it’s distinct enough.
- Rapport, your customer service. They may not want your services now but they could eventually so engage with them as a brand and when they need you they’ll know where to go.
- AEV – Advertising Equivalent http://www.marketing-metrics-made-simple.com/advertising-value-equivalency.html
- Call to action – Do you print adverts have a special number that when people ring that number you know they’ve come from that advert.
- Code – Quote “PRINT1” for free shipping.
- Attendance figures
- Register – collect information when they sign in like their email for example
- Comment card at the end of the event
- How many business cards do you come away with
- Conversion to something else – Did they come to the event, learn about your services and then convert to a paying customer?
- Enquiries – After the event do you have a peak in enquiries?
- Call to action – If you get in touch within 7 days you can get X amount of cups for free
Some of these things are self-explanatory, but the others required that little extra point. With some research into these topics you can really arm yourself with some excellent marketing knowledge.
Can you think of anymore tips to add to this list? Let me know in the comments!