How do you track your marketing?

The Advisor - Tracking Your Marketing

Wherever you invest your money into marketing activity, you should be measuring the effectiveness so that you know which effort gives you the best return. This will enable you to decide where you should be spending less or more.

So how can you track your marketing? Online is much easier to do nowadays as there are many tools. most of them free to use, offline can be trickier but it is possible.

  • Google analytics – every website should use this tool – it is free and very comprehensive measuring visitors to your site, their activity (such as bounce rate) and a lot of other analytics.
  • Shortened links – services such as bit.ly can be used to generate specific links that can be forward to another link be it your webpage, or social media page or elsewhere on the internet. These sites will automatically count the number of click-throughs using that particular link.
  • Tracking numbers – you can purchase phone numbers that can be diverted to any other number such as your normal line or mobile, the provider will then track the number of incoming calls automatically – this will give you an indication of the popularity of various marketing campaigns if you use specific numbers for specific projects.
  • Specific email addresses – it is quite easy to set up unique emails to use for each different marketing campaign that you do, so you will know all incoming emails with that address are specific to that piece of marketing. Again they can be forwarded to your normal email address.
  • Landing pages – depending on your web provider and the set up of your website, you can set up pages that people are directed to if they respond to a given campaign. Google Analytics can easily track how many visitors there are to that page.
  • Reference code – this has been used since adverts existed and it is something that can be quoted when potential customers make contact; which you can then manually track to assess the success of an advert or leaflet drop for example.
  • QR codes – useful for any printed material to make it easy for people to scan into their smart device and get directed to a web link typically. This can be combined with landing pages or shortened links.
  • Postal address modification – it maybe possible to have a reference in your address or slightly modify it so that it can be linked to a campaign.
  • Answer service – it may be useful to have a 3rd party take incoming calls for you in which case they can ask a simple question to better understand how someone has found out about you.
  • Just ask! – when someone makes contact, just ask how they found out about you.

Undertaking some of these methods will enable you to measure the effectiveness of any marketing activity that you undertake and indicate to you which are working better than others. If you don’t see a return on certain campaigns that you do, then redirect your marketing funds elsewhere.

Categories: Advice

How to write compelling headlines

The Advisor - How to write compelling headlines

It is easy to gloss over an article or an advertisement, or come to that blog posts, emails, social media content, leaflets and so on, as often there is nothing that draws the initial intention such that a potential customer reads further. Which is why have a compelling headline is essential.

Here are some great articles on how to generate that attention grabbing headline:

 

Categories: Advice, Uncategorized

How to create an impactful advert

The Advisor - How to create a compelling ad

You want your advert to be noticed, so what are some of the recommended things to consider to achieve this? Let’s take a look.

Use attention grabbing headline – the first thing that people will notice is the headline for your advertisement which needs to be something that is going to appeal to your target audience and be relevant to them and the content of your ad.

Bold headline & image – consider using an image as some people will be drawn to pictures rather than words. This can compliment the headline and be congruent with the topic of your ad.

Keep it clean & uncluttered – don’t overdo the content of your ad and cram so much in that it detracts from the message you are trying to get across.

Stand out – take a look at the publication you want to feature in and gauge how you can best stand out from what else is included. In particular you want to stand out from your competitors.

Stick to one main idea/concept – you may have a tendency to want to say lots about your business and fill an ad full of copy but try and resist that temptation and just focus on one main thing and don’t dilute the key message. (See “Plan your campaign” below).

Bullet points – this can be a great way to draw the readers eye and to list the key benefits that you are trying to get across.

Focus on benefits – remember people buy based on the benefits of what they get from your product or service. It is easy to come up with features of your business, if you get stuck or your not clear of the difference, ask yourself “so what” a couple of times – this will help you pull out the benefits from what might be a feature. Also benefits should relate to your target audience.

Know your target audience – know who your ideal customer is and who you are trying to engage with your advertisement. This will not only help you decide where to place your ad but also steer you towards writing copy that appeals to the demographic you are targeting.

Plan your campaigns – one ad is unlikely to get a return on investment. Readers/viewers will need to see you a number of times before they are likely to take action. This is also why you don’t have to cram everything into the first outing of your ad as you can cover other things in the future.

Contact details – make sure your contact details are easy to see on the ad. You don’t have to include everything, in fact maybe having less limits the number of choices and makes it easier to track the activity that may arise from your advertisement.

Call to action – finally have a call to action. Tell people what you want them to do next as a result of looking at your ad. Is it call you, email you, go to a website, etc.

Categories: Advice, Uncategorized