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Tracking Customers Saves Time, Builds Business

Expensive Ads & Questionable Results

Every three months like clockwork, the newspaper called to renew Steve’s ad.  Although the ads were expensive, he continued to sign those contracts, along with the yellow pages, and the local classifieds.  Then times became tough and he was going to have to cut back on advertising, but he didn’t want to lose customers at the same time.  He was at a loss of what to do.  It was during the Super Bowl that one of his friends finally asked, “What works best?”  Frankly, Steve didn’t know. He relied on his gut feelings, but didn’t have the figures to back it up.

Solutions for Change

Steve’s problem was a common one.  Tracking customers seems like a lot of work, but in the end, that information can make all the difference between success and failure.  After Steve’s talk with his friend he decided it was time to make a change. Within a few short weeks, Steve will be able to reduce his marketing costs without affecting his business.  He may even discover new lead sources he didn’t know existed.  The key to finding new customers comes from knowing where your current clients came from.

Creating a Plan

Committing to track this information is vital to the success of your business.  Each time you make contact with a prospect or customer, the information about how they found you must be recorded.  Eventually, you will have everything you need to figure out:

  • Response Rate-The number of customers that responded to your marketing campaign
  • Conversion Rate- The number of sales made relative to the number of contacts made
  • Return on Investment (ROI) – The ratio of money gained or lost. Your campaign success.

The result will be less money wasted, more confidence in your marketing decisions and ultimately, more money in your pocket.

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