When investing in marketing tactics focused on driving new customers through the door, you’d like to know what works and what doesn’t, right? No use in wasting your hard-earned capital on strategies that are moderately successful at best. So, how do you decipher between the winners and losers? Knowing where and how customers are finding your business will help answer this question. Here are 8 ways to determine your most effective marketing tactics.
8 Ways to Determine Your Most Effective Marketing Tactics
Unique Landing Page
Creating a dedicated landing page helps to streamline your leads from a given campaign. For instance, you may be interested in various forms of online marketing and their performance outcomes. You could decide to create a landing page specifically for traffic driven from pay-per-click ads and a second landing page for traffic from display ads. Interpreting which method is more successful will be clear once you see how many visits each page receives, as well as the conversion rate for each page. This method of tracking may be used for several marketing initiatives, provided you have the ability to stand up a landing page on a whim.
Campaign-specific coding systems allow you to follow the trail of breadcrumbs leading customers to your front door. This method is great for A/B testing traditional marketing efforts like TV, radio and print ads. Simply include codes specific to each medium and when all is said and done you’ll have pretty black and white results as to which method is working best for you and how customers are finding your business.
The codes can be very different as long as you, or whoever is tracking the campaign outcomes, know what’s what. Have your radio script include the name/s of the station/s they’re airing on, “Mention Power 102 when purchasing tickets!” and include keywords in TV and print ads.
Tracked Phone Lines
Another effective way of tracking more traditional marketing methods would be to implement tracked phone lines. Unique phone numbers tied to various communication methods work in the same way as a campaign code. If someone calls you on 555-0001, they heard your radio ad!
Do an Online Search
Google yourself! It’s almost too simple but you’ll truly find some useful information this way and where you need to be doubling down. If you’re showing up in directories then you know you should be investing a bit more time into your profile and reputation on those sites. Start a campaign directed at increasing the number of reviews in these directories and begin looking into others that you may benefit from being listed in.
Doing your own Googling also helps determine the effectiveness of your SEO practices. Test out various keywords you’ve implemented on your website and online ads and see if they’re actually working. If you’re not showing up in a simple search you’ll need to do some more work on your website and SEO.
Social Media Hashtags
Social media promotions and marketing campaigns can be lucrative for many small businesses. Track your success on each platform (Facebook, Instagram, Twitter, etc.) by using unique hashtags. This is very similar to campaign codes just transferred to the social media realm. Make the codes similar to create consistency for those who follow you on multiple networks but vary them slightly to help you track outcomes. For example #ThriveHivePromo20 #ThriveHivePromo30 #ThriveHivePromo40. Clearly, they’re all from the same promotions but the numbers help differentiate the platform your customer traffic originated from.
Research Your Audience
Use Google Analytics to better understand your audience, where they’re located and the type of content they’re most likely to interact with. GA is able to track IP addresses and provide geographical information on your site visitors. Imagine if you knew that most of your website visitors originated from within 15 miles of your shop. You’d probably put a halt to all marketing efforts outside of that radius and focus more on the people who actually want to hear from you! It’s also able to tell you where the user was just prior to landing on your webpage. So, if they were on a website that you paid to have a banner ad on, that information is captured and ready for you to capitalize on!
Polls and Surveys
Include a simple survey when emailing customer receipts asking how they were introduced to your business. Offer a simple discount or points in your customer loyalty program for participating. You could also conduct a poll on your Instagram or Snapchat stories or leave an open-ended question in a post for your followers to comment on.
Each poll/survey should focus on your customers’ communication preferences. Include questions like:
- Which format do you prefer to learn about a given company? (customer reviews, social media posts, videos, etc)
- How do you prefer to share information about a company? (email, word of mouth, Facebook, etc)
- How do you like to learn about new promotions? (email, social media, etc)
- How do you feel about banner ads?
- How often do you click on a Google Ad/Instagram ad/etc/
- Ask in person—How did you hear about us?
It’s that easy. Train staff to make this question a part of their everyday vernacular. Information straight from the horse’s mouth is always the most reliable and appreciated. All of these tactics will help you not only determine where your target audience resides but also where you should be investing your time and money in the future.