Sometimes, the marketing that feels good and has the best intentions just doesn’t work. We keep trying, but alas it falls short.
You might be working on the marketing that you’ve done for years or the marketing that just feels easy. And, you assume that’s how you’re getting the clients you’re getting. But do you know for sure?
As Jon Miller wrote for this article on Inc.com:
Vanity metrics such as the total number of followers may sound good and impress people, but they don’t measure business outcomes or indicate how to improve marketing performance and profitability. This means resources and energy get allocated to potentially unproductive activities that don’t impact revenue.”
Similarly, you may try some marketing that has a naturally longer runway — like events — and feel like it was a total bust and a waste of time.
But let’s say that investment of time and money pays off in the form of new clients who come knocking on your door one or two years from now. Would you feel differently about doing an event or two every so often if that were the case?
The importance of tracking and measuring.
When I work one-on-one with clients, we use sophisticated tools to track and measure the path of leads, right down to the website pages they look at and the blog posts they read before becoming a customer.
That kind of sophistication, while nice to know, is more than you need in order to track some basics of your marketing’s successes and learn what’s working.
How and what to track.
You want a system for tracking how your leads heard of your company and when. This can be done in a simple spreadsheet template you can download for free here.
Or, if you love pen and paper, just keep one page in your notebook or on your desk where you record all lead sources. And yes, tic marks work just fine and dandy.
How to go about tracking is super complicated, though. Are you ready? You just ask your leads where they first heard of your company.
And that’s really it.
Add that question to your online contact form and add it to the questions you ask when new client inquiries call you on the phone. Simple dimple!
Then, once you receive data from each lead, note the source, and then later, note whether the lead became a customer. That way, you can determine which marketing activities are not only delivering the most leads, but the highest lead-to-customer percentages.
If nothing is working or everything is working.
Here’s the nice thing about lead tracking. Regardless of whether things are working well or not-so-well, you should always be testing something new. Even if you think your marketing is delivering what you need, testing new marketing ideas may prove to deliver more leads, higher quality leads, or leads at a lower cost.
You’ll never know unless you track your leads and try new things (constantly).