This is the final post our Key Elements to Success in Marketing series.
In case you missed the first posts, you can read them here:
And we’ve saved the best… or the most important… for last.
KEY ELEMENT #10: Track Your Results
Failure to track results is THE biggest mistake most marketers make.
They will spend thousands of dollars on campaigns, but fail to put the systems in place to know who responded to those campaigns. Without those tracking mechanisms, they have no idea what worked and what didn’t, what the ROI on their marketing efforts are, and where to pull their dollars from and which channels to spend more marketing dollars on.
Is this you? Keep reading…
There are various ways to track campaigns. If your offer is a phone call, the simplest way is to have the person answering the phone ask them where they heard about your product or service. The problem with this method is people often forget to do that and they don’t write it down, and before you know it, you don’t have the proper information.
Another way to do that is to get a tracking phone number. There are systems that allow you to buy phone numbers and use a specific phone number for a specific mail piece so you know the call that came in on that line would have only been from that mail piece. This is a good system but doing this for every mail piece individual can be challenging. It is a little easier to break up your mailings into groups or campaigns, then assign an individual phone number to a campaign.
Another method is to send people to a specific landing page on your website (or a hosted landing page service like unbounce.com or leadpages.com). This is an EXCELLENT way to track, but it does involve creating different landing pages for each mail piece. Again, if you have an easy system to do this, it can be challenging. What often happens is people get in a hurry and they skip this step.
Perhaps the easiest method is to have a specific response device in the mail pieces that gets mailed or faxed back to you. Some people consider this to be old-fashioned marketing, but it is very effective for tracking and some people still prefer to do business this way.
The optimal solution is to have a system that involves several of these tracking mechanisms (because you need to give prospects a few options for responding), and takes very little time to set up for each mailing.