If you're running a comprehensive marketing program, with a
solid combination of advertising media plus direct mail and e-mail,
chances are you've got leads and responses coming in from just
about everywhere. So how can you tell which of your marketing
tactics are stellar performers and which need to be replaced?
Tracking your marketing responses is easier than you think, and
it's the smartest way to save marketing dollars by cutting the
fat and eliminating any nonperforming media and tactics.
The best way to track your advertising responses is to key each
ad with a unique code, so every sale or lead can be identified
according to its original source. Here are three ways to make every
lead identifiable:
1. Apply key
codes. Key codes are used in print advertising and direct
mail. Suppose you were running an ad campaign in a group of
magazines. In order to track the responses from individual
publications and issues, you would need to include a different key
code in each of the response mechanisms. Your direct-response print
ad in the January issue of Builder magazine could be coded
"BL-1," while another ad in the February issue of
Remodeling magazine might be coded "RE-2." These
codes would appear in the "reply to" section of the ads,
so when responses were generated, you could immediately determine
the source of each lead.
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Key codes are often incorporated into the bounce-back mechanisms
of direct mail. The next time you receive a direct-mail package,
take a closer look. Chances are, you'll see that the response
envelope is imprinted with a code (consisting of letters and/or
numbers), and you'll also find that code on the order form or
the response card.
2. Provide a unique
number or URL. It's a good idea to acquire several
toll-free numbers for use in different aspects of your marketing
program. For example, you might track the results of a
direct-response TV campaign by using a unique, memorable toll-free
number--and use a different number to track the leads from a
concurrent print or radio campaign. For larger campaigns, inbound
call centers can provide reports showing the number of calls to
each toll-free number, including the percentage and number of calls
from every state and by time of day.
Another way to track responses from offline campaigns is to
provide unique URLs. By taking advantage of "domain parking
and pointing," you can have multiple versions of your domain
name or different URLs that all point to a designated landing page
on your Web site. For instance, respondents to an outdoor ad
campaign might type in a simple URL that's easy to remember,
such as "MyBoat.com," and then be instantly forwarded to
your primary site. Your Web logs would reveal the number of
responses that came to each URL.
3. Track online
responses. Whether you're monitoring the results of
online ads or an e-mail campaign, it's important to have unique
tracking codes for each. One way to measure responses to an
individual ad or e-mail is to track hits to your Web pages by
including a "?" after the URL, plus your code. For
example, instead of using "mydomain.com," your coded link
might be "mydomain.com?A." This will in no way alter the
landing page, and it will show up in your log files. Another
alternative would be to create multiple copies of your landing
page--each with a different file name--then link from your e-mail
solicitations or online ads to specific landing pages.
Of course, the bottom line isn't merely to measure how many
leads you generate, but how many convert to sales. By tracking all
responses according to their sources, you can test individual ad
campaigns to see which marketing approaches and offers produce the
most profitable results for your company.
Contact marketing expert Kim T. Gordon, author of Bringing Home the Business, at www.smallbusinessnow.com.