In business, there is one element that you need in order to survive no matter what your company produces: Customers! You may be thinking that is obvious, that’s because it is. As a business you should be doing everything you can to ensure that you have a steady stream of customers coming to you. This is when the value of tracking your marketing efforts comes into play.
You may interact with a customer on a regular basis but do you know how you first started working with them? Was it a blog post on your company’s blog, did they stop by your booth at a tradeshow, were they referred by another customer, or did they receive an email from a marketing campaign you ran? Knowing how you are connecting with your new customers and staying in contact with existing ones helps you make the most of your valuable time and budget. For example, you recently spent several weeks on putting together a new ad campaign, touting a new product you are offering only to find out that it generated no new business. In contrast, you look at the jump in business generated by that blog post that you were able to put together in just a few hours about how that same new product can help transform the way that someone can do their job. If you weren’t keeping track of how customers found out about that new product you were offering you might not know the ad didn’t work because it was published in the wrong spot but the blog you posted was picked up and reposted.
It should be obvious why it is important to track your results for any marketing you do but you may not know where to start. It can be as simple as a spreadsheet that you keep or a list on a company intranet site. However you decide to track this information you need to make sure you are asking how someone heard about you. Have a field that tracks if they were referred, list all of your campaigns so that you know which ones worked and which ones didn’t. Don’t be afraid to ask as it is an easy way to engage with someone and break the ice. What you can take away from this is by measuring your marketing efforts, you can generate new business from there areas that you may have not realized were effective.
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By Andrew Glennie, Project Manager at The Partner Marketing Group