To determine how efficiently you’re doing your advertising,
you'll want to track your results. This is important because tracking will help
you to know whether you could be doing a better at every point in your
marketing funnel.
Your website marketing is actually easy to track. Most Web
consultants can give you access to a free software system called Google
analytics. This program runs on the same server that your website does and
gives you a host of helpful information.
Google analytics will tell you:
- How many visitors are coming to your website,
- Where they're coming from, and
- How much time they’re spending one your site.
- What pages they visit while on your website.
These are important things to know so that you can figure
out what to change and what to keep in your marketing plan.
Another method used by companies in their marketing plan are
tracking telephone numbers. While a company's main telephone number doesn't
change, management can use tracking telephone numbers in other locations which
will forward a call to their main number. Then, they will be able to look at
the records of their tracking numbers to determine how many calls came to
that number and what the results were when they actually came.
This is important for determining how effective a particular
promotion is. A business owner and their trusted adviser can look at how well a
particular promotion is converting and make changes quickly in order to replace
it with one that will do better.
Companies are also using sophisticated tracking methods at
their point of sale. When customers come to make their purchase, trained sales
associates ask questions of the buyer to get a sense for what attracted
them. A business can gain valuable
information about which of their marketing plans are effective with point of
sale interviews.
Of course, there is never a substitute for the physical
discount coupon. When a business pays for coupons to be printed and
distributed, they know exactly what their costs are. They can compare that cost
to the revenue they gain when customers come to redeem the coupon.
If there is a downside to using paper coupons, it is that
there is sometimes a lag time between the time a customer actually gets the
coupon in their hand, and the time they come to the location. This can be
controlled by time limiting the redemption period of the coupon and thus
motivating them to use it when they see it.
Many companies are turning to mobile coupons as a way to
manage this process. Mobile coupons are becoming more popular with customers as
smartphones become commonplace in society. Mobile coupons are virtually cost
free.
By making links and coupons available through mobile
applications, e-mails and websites, companies can get their discounts onto the
devices of their customers reliably. When customers come in to redeem the
coupon, the tracking is automatic.
Moreover, since it’s tracked electronically, the process is
efficient much as it would be with Google Analytics. It's likely that mobile
coupons will eventually replace traditional paper coupons as the delivery
method of choice for businesses and Internet users. The fact that it's
difficult to lose a coupon on once mobile device, makes it preferable. In some
cases to traditional coupons.
As you begin to implement tracking systems in your business,
consider using those methods of promotion that will resonate with your target
market. You don't want to use a method of promotion solely for its tracking
benefits. That being said, use the tools available to you in order to track the
effectiveness of every one of your marketing activities.
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