Where do your customers come from? This data is the foundation upon which your marketing activities are built. So tracking the source of each and every new client is essential. Equipped with this data you can evaluate the success of each advertising campaign or marketing strategy. It allows you to make more tactical decisions and ultimately increase profits.
But this will only happen if you have accurate data. So the questions is: how do separate the source of new leads. And make sure that the marketing data you rely upon is accurate? In this article we'll give you 5 rules for easy source tracking.
1. Staff Policy
To achieve reliable data, you must enforce the rule that every new customer who comes into the business must be asked how they heard about you and their answer must be entered into your CRM database. Be tough on staff who enter records without specifying source and everyone will fall into line over time.
To achieve reliable data, you must enforce the rule that every new customer who comes into the business must be asked how they heard about you and their answer must be entered into your CRM database. Be tough on staff who enter records without specifying source and everyone will fall into line over time.
2. Dedicated Numbers
If you're running a new advertisement set up a dedicated number for that ad alone. Then you'll know for certain how many people respond to the specific marketing message. 1800 or 1300 numbers are relatively inexpensive to set up and the valuable data you will receive is worth the investment.
If you're running a new advertisement set up a dedicated number for that ad alone. Then you'll know for certain how many people respond to the specific marketing message. 1800 or 1300 numbers are relatively inexpensive to set up and the valuable data you will receive is worth the investment.
3. Promo Codes
It can be difficult to track the source of clients who call up on your main office number, especially if you're running multiple lead generation methods. Quizzing callers to death to find exactly which ad their responding to could turn people off. One way to get around this is by including a promo code in your ads. Beware of numbers as they are easy to forget, instead use words related to the headline or theme of the advertisement. An example could be 'longer drive' for an ad about golf clubs.
It can be difficult to track the source of clients who call up on your main office number, especially if you're running multiple lead generation methods. Quizzing callers to death to find exactly which ad their responding to could turn people off. One way to get around this is by including a promo code in your ads. Beware of numbers as they are easy to forget, instead use words related to the headline or theme of the advertisement. An example could be 'longer drive' for an ad about golf clubs.
4. Affiliate Programs
Referrals are a great source of new business, by formalizing the referral process with an affiliate program you can access more. However affiliate programs fall down if your affiliate partners are not paid for all the customers they send you. For customers who order on the web give your referral partners online affiliate links, so that everyone who came to the site through that link is credited to them. To do this you will need a CRM database with web integration capabilities.
Referrals are a great source of new business, by formalizing the referral process with an affiliate program you can access more. However affiliate programs fall down if your affiliate partners are not paid for all the customers they send you. For customers who order on the web give your referral partners online affiliate links, so that everyone who came to the site through that link is credited to them. To do this you will need a CRM database with web integration capabilities.
5. Order Form Codes
You might be surprised to learn that direct mail is experiencing a surge in popularity. People overwhelmed by online advertising are once again reading the offers that arrive in their post box. The great thing about direct mail is that you manipulate and test your message to an unprecedented level of detail. No matter how small the variation, such as changing the sub headline or adding a guarantee, you should track the results of each letter separately. It's easy to do, simply put a custom code at the bottom of the order form. When your staff receive the completed order form, all they need to do is look at the code at the bottom to determine whether the customer came from letter C32 or B21.
You might be surprised to learn that direct mail is experiencing a surge in popularity. People overwhelmed by online advertising are once again reading the offers that arrive in their post box. The great thing about direct mail is that you manipulate and test your message to an unprecedented level of detail. No matter how small the variation, such as changing the sub headline or adding a guarantee, you should track the results of each letter separately. It's easy to do, simply put a custom code at the bottom of the order form. When your staff receive the completed order form, all they need to do is look at the code at the bottom to determine whether the customer came from letter C32 or B21.
It might seem like a lot of work at first but try implementing one method at a time so your staff don't get overwhelmed. In the long run the data will truly be worth the extra effort. Final tips include:
* Make sure you have a CRM database that is easy for your staff;
* Find a CRM database that is web integration capable (so you can track affiliate traffic) and;
* Enforce source tracking with your staff
* Find a CRM database that is web integration capable (so you can track affiliate traffic) and;
* Enforce source tracking with your staff
However these methods are only half of the picture. To make the most of lead tracking you need a CRM database to record and collate your results. For CRM database software go to: http://www.picrmsoftware.com.au/
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