Market Smarter: How to Keep Track of Your Marketing Campaign
If you own a small business, you know that there are a lot of ways in which you can measure success.
In some cases, success is something you experience in the moment. A line of people at your register, a crowd at your event, an empty display case or shelf that needs restocking—these are all signs that it’s been a successful day.
Other small businesses might be more analytical. Measuring success by comparing sales month to month, a full calendar of appointments or higher than normal repeat visitors found on a Google Analytics report are all things you can point to as promising signs for the state of your business.
As a business owner, these are the ways you measure success because they’re what you’re closest to on a day-to-day basis. They are the things that you, as a business owner, are most familiar with.
But what about when it comes to marketing—how do you determine whether the return on a particular marketing investment is worth your while? For a lot of business owners that we talk to, how to measure marketing ROI is something that’s much less clear.
Finding a better way to measure success
While an empty display case or an uptick in foot traffic are both welcome sights for any business owner, they do come with certain limitations when it comes to measuring long-term success.
When you’re running a particular type of marketing campaign—like a local deal for example—it’s impossible to truly know what type of return you’re getting on your investment if you don’t have a better way to track your results.
If you’ve ever tried running a deal with one of the big-name deal companies, you know exactly what I’m talking about.
You signed off on an offer, let the deal provider send it to its list of email contacts, and did what you could to handle the initial rush of new business in the days or weeks that followed.
But what do you really know about the people who bought your deal? If asked, “how many of those deal buyers turned into repeat customers?” would you have a clear answer?
In most cases, the answer is no. And if you can’t identify if any of the people who bought your deal came back to buy more products or signed up for additional services when charged at full price, how can you really tell whether or not the deal was truly a success?
Without that full picture, you’re left making assumptions or trying to guess whether or not a particular deal worked for your business. And while empty display cases and shelves in need of stocking are great, when the campaign is finally over you’re really not in a much better position than when you started. (And as some business owners have found, you’re often left in a position that’s much worse than when you decided to run the campaign in the first place.)
How to get the full picture from your next local deal
While a lot of online marketing tools still come with big challenges when it comes to keeping track of what worked, what didn’t, and what you could be doing differently in the future—today, local deals make it easy to track the results of your deal from start to finish.
With a tool like SaveLocal for example, you can easily track your deal campaign from the moment you send your first promotional email to the moment a deal buyer comes to your store to redeem the offer.
You’ll have a database where you can manage your redemption manually or you can download our free mobile app to seamlessly keep track of your deal redemptions.
By keeping track of who opened your email, who took the next step of purchasing your deal, and then which of those deal buyers actually came to your store to redeem your offer, you can learn more about who your best customers are and how new customers are finding your business.
And, when the campaign ends, you’ll have the capability to follow up with every member of your audience and send targeted messages based on whether or not they opened your initial email, purchased the deal, or redeemed the offer.
If a group of people opened your email but decided not to purchase the deal, you may want to try a different type of offer on your next campaign. In the same respect, if a group of people who purchased the deal never made the trip into your store, restaurant, or office to take advantage of the discount, you may want to take a look at the obstacles that could have come in their way.
On the contrary, if someone did take each of the traceable steps of opening your email, purchasing your deal, and redeeming your offer—there’s a good chance that customer has a strong interest in your business. Run a second deal and see if they take each of those steps again.
Before you know it, you’ll have a list of people who you know are highly engaged and likely to act on future campaigns. Those are the people who offer the biggest potential for repeat business and are likely the customers who will be recommending you to their friends, family, and colleagues.
These are the customers you’ll want to think of first when putting together your next campaign.
Finding a system that works for your business
If you’re looking to make the commitment to finding a better way to track the success of your marketing campaigns, local deals are the best place to start.
With SaveLocal, you’ll have the benefit of being able to promote your deal to the people who already know you best—your current list of email contacts and fans and followers on social media—and will have the tools and reporting to keep track of your deal from start to finish.
Most importantly, you’ll be able to learn more about what worked, what didn’t, and what you can do to improve, not only your next deal, but your online marketing strategy as a whole.
That’s how you become a smarter marketer and finally discover the true return on your marketing investments.
Learn how to properly track your next local deal from start-to-finish. Attend our free webinar Getting Started with SaveLocal!
More Business articles from Business 2 Community:
- Your Online Success Depends on Your Offline Behavior
- Revisiting the Economics of Quality Score: Why QS Is Up to 200% More Valuable in 2013
- 5 Essential Video Marketing Tips for Small Businesses Owners
- Bridging the Gap Between Marketing Messages and Sales Conversations
- 5 Content Marketing Tactics for Non-Bloggers