4 Tips To Get On Track With Tracking Results!

By Jen Fagan

How do we define marketing success? Many tend to think that any marketing they do must pay them back almost immediately or else the effort has failed. But perhaps immediate payback isn't the best definition of marketing success. If it's not measured by immediate Return On Investment (ROI) in the form of sales, how exactly should we measure our marketing success?

Setting goals and then evaluating progress toward them is the only way to measure success.

1. Identify Measures For Success
Start off with defining what success means to you. Define what the need is first, then you are able to better define how to fulfill that need and provide a strategic solution.

Example: Our Company has changed directions in what solutions we provide but it seems our clients and potential clients are unaware that this change has occurred and this is causing some confusion. Success to me means clients/prospects are asking about our new business offerings.

2. Build the Solution Plan
Once you have identified the measurement of success, better known as an opportunity, then you can choose which solution would be best fit to get the results you need.

Example: Build the solution plan – Since your company has changed direction from a traditional accounting firm to a support outsourcing, let's begin by updating your overall brand to reflect this evolution and then work on developing additional messaging strategies to extend this new brand across all mediums.

3. Set a Baseline
One element of measuring success in any form of marketing begins with setting a baseline. Define where your company currently stands with their marketing strategy and results.

Example: Set a baseline – We currently receive more people contacting us asking us about information on Accounting – about 25 – 50 calls/emails/Web traffic inquiries a week.

4. Define Success
Once you have your baseline next you have to define success. How would you define this project as a success? Specifically, what results would need to take place for you to define this project as a success?

Example: Build the solution plan – Since your company has changed direction from a traditional accounting firm to a support outsourcing, let's begin by updating your overall brand to reflect this evolution and then work on developing additional messaging strategies to extend this new brand across all mediums.

If you take the upfront time to review and discuss the above four items prior to beginning a project you will be better positioned for successful results.

To help you get started, below are some types of solutions and their most common result measurement techniques:

Web & Interactive – To benchmark, install Google Analytics on your existing site and measure page views. Once your newly designed site is complete install Google Analytics. Announce your new site launch or service/product offering to your customers and prospects and set regular timed increments to measure page views. Compare your results to see if your new site is generating additional hits and/or page views. Be sure to run reports around promotions or other marketing efforts that direct people to your Web site so you can see how successful your efforts are.

Print – When printing direct mail pieces be sure to code mail pieces based upon the different lists you may be pulling from so you will be able to measure which list is most successful. Print unique codes on mail back cards or if you are driving people back to your Web site, give recipients a unique code to enter once they arrive.

Advertising – Inquire with publications to see if Ad studies are offered. Ad studies give you valuable information about how readers view your advertisement and whether your intended message is getting across.

Recruitment Marketing – Set recruitment goals at the start of your campaign and measure the number of qualified candidates that your campaign produces. Ask all candidates applying for positions to identify where they heard about the position and track the information.

Public Relations – Track the success of your PR efforts by signing up for Google Alerts and track how many times your company name appears in Google news. Many press releases are picked up exclusively online today so Google is a great tool.

Event Marketing & Tradeshows – Track all leads that you gather at tradeshows through a lead retrieval machine or by hand. Be sure to maximize your tradeshow investment by accessing press and attendee lists before the event and sending pre-show marketing pieces with a hook to come to your booth. Follow-up on all hot leads within two weeks after the event to keep the momentum going.

Marketing campaigns are investments. And like any smart investment, they need to be measured, monitored and compared to other investments to ensure you're spending your money wisely and strategically. Reference this document after the completion of each of your marketing initiatives, reviewing the current status and comparing to the baseline results.

Thank you for working with LeapFrog Solutions to Make Your Message Matter®


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