Free Advice - Metrics

The 80/20 rule is a harsh master, so much so that most people ignore it in the hope it wont bite them in the assets. Where marketing is concerned it is very likely that 80% of your prospective customers come from 20% of your marketing effort, and that 80% of your revenue comes from just 20% of your customers.

Finding a way of measuring the success of each of your marketing activities will allow you to do more of what is bringing in the leads and less of what is not working at all.

Company X were driving all their marketing to their web site and everyone hits the main page. They had ten distinct campaigns running each of which pointed to the front page of their web site.

They had no idea which campaigns were generating the 80 visitors per day who arrived at their home page.

We suggested a simple change, they made ten copies of their home page each with a campaign relevant name. Then they directed each campaign to a unique landing page.

Company Y had no web site, they got people to call them. They only had one line into the office so everyone called the same number. Their marketing was pretty humble:

When the phone rang they answered it, answered any questions and did a pretty good job of turning those prospects into customers.

We made a pretty radical change here, we got them to ask each caller where they had seen the company listed and we made them keep a list of the answers. That's it.

They found that over half their prospects came from the web directory they had a free listing on.

By finding ways to measure the response rate of each of your marketing activities you can do more of the things that work and less of the things that don't, it sounds simple and obvious but are you doing it?

If you are in the home counties we can provide consultancy and training services to help you get ahead of the competition.