4. Track and Analyze: Whether your acquisition strategy starts offline and ends online or vice versa, one goal should always be to track your efforts. Let’s take direct mail, which offers great benefits to many business owners. If this is a preferred marketing medium for you, remember to use a unique phone number and to create a unique landing page on your website so that you can monitor how your marketing is performing. By tracking, you can more easily attribute sales to a direct mail effort. Plus, you can easily determine an exact ROI. This also goes for television or radio ads: Promotional codes may greatly enhance your post-promotion analytics.
Once you’ve got the data, you need to know how to analyze it. Is your marketing performing the way it should? Nowadays, it’s easy to track website visits over the course of days, weeks and months. Determine which keywords and websites are directing traffic to your site — and which aren’t. Are your promo codes going unused? Check your analytics as frequently as possible to be sure you aren’t wasting money on useless promotions — and make a note when a seasonal promotion is working, so you can do the same thing next year.
Consider making Google AdWords work harder for you. Google AdWords helps you to target customers according to their search terms. You can set your marketing to be as local or global as you want — you define the budget and parameters. AdWords has a cohesive website and user-friendly software. Plus, Google offers useful tutorials to get you started.
5. Spend Smart: Before you make a big marketing investment, take the time to track your visitors. It’s crucial to understand how much you’re spending for each customer you gain. Decide how much you’re spending on advertising — both organic, paid and in print — and then divide that by the number of new customers you gain. Focus on just a few metrics — pageviews, email subscriptions, online sales, etc. — to keep it simple and easy to gauge marketing success. Over time, you’ll understand the value of every dollar you spend.