How do you know marketing is working?
Winston Churchill said, “However beautiful the strategy, you should occasionally look at the results.” Well said. I’ve seen scores of well-thought-out marketing and PR plans that were missing the most crucial element—a way to measure whether or not they worked.
And there’s always a way to measure—here are three of many strategies we use to track the results of our work:
1. Print ads—include your Web site address and track visitors to your Web site by using Google Analytics. If you sell products online you’ll also be able to see who made a purchase when they visited the Web site.
2. News releases—capture any online coverage by setting up Google Alerts that will email you with a link to any online mentions that you request.
3. Electronic and print ads—track results by simply asking callers and new walk-ins how they heard about you. Keep a list handy so you can tally print ads, TV, radio, referrals from other clients, and so on. At the end of a month you’ll be able to see where the majority of your new clients are coming from.
