The Platform
How to monitor your results
Posted 26 January 2012 in Marketing strategy
Don’t gamble with your marketing budget; make sure you’re spending it on activities that generate results. Here are 5 tips on monitoring how effective each of your campaigns are.
1. Add a statistics package to your website
This type of package enables you to monitor the results and more importantly, adapt the site according to its areas of weakness. Amongst other things, it’ll tell you how many visitors you’ve had to your website, how long they spent there, which pages they looked at and how they arrived at your site. We can add Google Analytics to your website for only £165 excluding VAT, which includes setting up your Google account, adding the code to your website, setting up regular reports, and showing you how to interpret the results.
2. Add unique ‘hidden’ web pages to your website
‘Hidden’ pages? These are pages that are essentially ‘hidden’ from public view unless they have been given the specific page address to find it. This will enable you to have unique web page addresses on a specific campaign and see (because you’ve recently added a statistics package to your site) exactly how many people have visited that page. E.g. an advert that quotes ‘visit www.stopthetrain.co.uk/feboffer’ (fake link!) means that we’ll know exactly how much traffic we’ve generated by running that advert.
3. Use different telephone numbers/email addresses/codes on your promotions
Having unique information on your campaigns will allow you to determine exactly which of your advertising media produced the best results. E.g. running the same advert in 2 different publications, each having unique contact information, will enable you to determine which publication deserves more investment!
4. Use email marketing software to send out your campaigns
There are lots of email programs to help you monitor the success of your email campaigns. We primarily use an online one called ConstantContact. If you’d like a free trial, drop us a line. Using this software, we know who’s received the email, who’s opened it and who’s clicked on which links. If you’re not confident running your own campaigns, we can run them for you.
5. ALWAYS ask how new clients found you
If you'd like more specific advice on how to monitor the results of your marketing, please call us on 01923 262189.
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