Intro

Knowing where your new clients come from is imperative to running effective marketing campaigns. One of the simplest and best ways to find out where your clients heard about you company is to ask them. Most people are more than happy to say where they heard about you and it engages them in a conversation.

You can also find out how many clients find you through your website by using your Google Analytics report, you can track how many calls you get to a certain 1300 / 1800 telephone number which you can set up for a specific campaign and request stats on.

You can collect vouchers and coupons that have been created for a specific campaign.

Definition

To measure your marketing means to keep statistics of where you clients come from so you know which marketing methods are working or not, that way you spend your marketing dollars on things that work and not on things that don’t.

Benefits

You get to see what marketing method works so you can concentrate on building these key parts of your marketing campaign.

Pros

• It's simple
• It's easy
• It's really important
• It means that you spend your marketing budget on things that are proven to work
• Based on the results you can work out what your campaign cost you overall, how many customers you got because of it and then how much each customer took for you to "buy" them.

Cons

• You and your staff have to remember to log every customer down, ask the question on the phone or in person and keep track of the answers.
• You need to analyse the data to ensure you know what work and what doesn’t against your marketing plan.
• It takes time and persistence to get useful results.

How to Implement this into your Business

• I would recommend that you set up a simple list of questions for each new client who calls the business and make sure that the staff member on the phone not only asks the question, but logs down the answer.
• Pull a Google Analytic report once a month
• Request your 1300 / 1800 number once a month
• Collate all of the coupons or vouchers that have been redeemed.
• Look at your marketing plan and budget and work out what you spent on the campaign then divide the value by the number of clients you received - this is how much each client cost you to buy them.

Tips

• Always ask "where did you hear about us?"
• Make sure you analyse your data on a monthly basis – put a note in your diary NOW.