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Marketing Analytics and Tracking – Do It Now!


marketing trackingThough I shouldn’t be surprised, I still am when I talk to a business about their marketing tracking. John Wanamaker is credited with saying “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” With online marketing, that problem can be easily solved, yet many businesses don’t do it.

I learned early on with this business how critical tracking is. What I do is intangible until it produces results. That doesn’t mean I’m not working and doing things. Reporting gives my clients something tangible to see while the effects of my work build.

A huge challenge I keep running in to is the lack of existing tracking. Every thing you do online can be tracked, yet so many businesses don’t take advantage of it. You can track web traffic, keywords, search rankings. You can track traffic from social media. You can track phone calls. All of this is practically automatic! A little prep work and maybe a little money is all you need. Then you won’t waste half your advertising.

Now I’m going to share three tracking methods you should have in place right now.

Analytics

Analytics track everything that goes on with your website. From the number of visitors, to the pages visited, analytics tracking software will tell you everything about your website. Google Analytics is robust, easy to install and free. If you don’t have it, get it now.

Some businesses need better software than Google and it’s out there. The most used premium analytics package is Adobe’s SiteCatalyst.

Tracking Links

People often ask me how social media can be tracked. Using analytics is one way. You can see which social media channels are providing traffic. The tools within each channel are another way. Likes, comments, re-tweets and follows are all signals of engagement. But if you want to be more specific, you’ll want tracking links. I provided a pretty solid tutorial here.

A tracking link doesn’t even have to go to a page. It can go to an image or a file. You can place specific tracking links for each ad campaign you run. Tracking links are even usable for offline advertising! Do you have any print advertising or billboards? Use a specific URL like http://www.yourdomain/adchannel or a URL shortener that’s customized. You can track every bit of advertising you have!

What about phone calls? I’m glad you asked.

Tracking Phone Numbers

Phone intensive industries should have tracking numbers on all campaigns. If you have a phone number on your website, it should be unique so you know where that call came from. Dynamic Interactive offers customized 800 and local phone numbers for tracking. Their interactive menu allows you to track calls, record calls, offer voice mail and mark inbound calls so even the smallest of businesses can answer professionally. Any advertising you do with a phone number should be tracked in this manner.

Sales Tracking

Once you have marketing tracking in place, you must have a system to track leads. Otherwise true return on investment can never be calculated. It’s also helpful to figure out if you’re missing sales opportunities due to poor follow-up of leads.

A business really doesn’t know how its marketing is doing unless proper tracking is in place. Website tracking analytics, tracking links, tracking phone numbers and sales tracking are the foundation of measuring your marketing and advertising. You’ll never have to wonder what part of your advertising is being wasted if you prepare with tracking.

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