One of the key ways of ensuring your business’s success is to promote it regularly, be it online or offline. But how do you measure the effectiveness of all of your marketing campaigns?
Here we have some free tips on how you can find out which of your marketing campaigns bring you new business, and which ones you should ditch.
Online Marketing
Web Server Statistics - a lot of hosts provide web server statistics as part of their hosting packages, these statistics will be able to show you visitor trends on your website.
For example, how many people visit your website and the days/times you get the most visitors, what other websites link to yours, and if people found your website through a search engine the web server statistics can tell you what search engine they used and also what keywords they used.
Some hosts may only provide “raw log files” – these are files generated by the web server which are written to every time something is accessed on your website. In this case (depending on your web server configuration) you can install a statistics program such as AWStats.
Google Analytics – if your host does not provide web server statistics or raw log files, an alternative would be to use Google Analytics. This tracking system works by asking you to insert a small piece of JavaScript into the HTML code of each page you wish to track. Once this has been done you can log in to your Google Analytics account and see the same information standard web server statistics would normally show you. The downside to this method is that the tracking won’t work if JavaScript is disabled in the visitor’s web browser, however this isn’t something to really worry about as only a small minority of people surf the web with JavaScript turned off.
Offline Marketing
Unique Contact Numbers – tracking how your visitors have heard of you is a bit more tricky when it comes to offline marketing. One way around this is to provide unique contact numbers for your customers. You may think that this would be a costly exercise because you would need to have several phone numbers installed or operate a complicated and expensive switchboard system in your office but you would be wrong!
Companies such as Flextel offer a choice of contact numbers which you can obtain for free. These numbers, typically prefixed 0844, 0870, 0871 or ‘personal style’ 070 numbers for people on the move, transparently divert the caller to a landline or mobile number of your choosing. You can then identify caller trends similar to what you would do with website visitors, for example time periods of calls, call lengths, etc.
Voucher Codes/Coupon Codes – if your marketing campaigns include offering your customers a discount on your products and services, giving them codes to use for taking advantage of your special offers is a great way of identifying ways in which your customers find out about you. For example, you may advertise in several local/regional newspapers, asking your customers to tell you the codes not only benefits them (they get a discount off your products/services) but it also benefits you because you can find which newspapers you should continue to spend your marketing budget on, and which ones you should stop advertising in.