money back guaranteeIn case you haven’t heard yet, marketing and advertising doesn’t come with a money-back guarantee.  No matter how powerful and persuasive your ad or how well it’s targeted, the fact is that most of the people you’re paying to reach won’t currently need what you’re selling. But if your ad makes a deep enough impression on them, they’ll remember you when they need you later.

With that said, keep in mind that I didn’t say ad results can never be tracked. You SHOULD hold your advertising dollars accountable for results, but you can’t just sit back and tell your ads to prove their worth.  Here are some strategies you can try to track the effectiveness of your marketing strategies:

Strategy #1:  Do Something Unexpected

Getting attention in a sea of competition is not easy.  If you do the same things all of the time, no one will notice you.  Find those unique opportunities that make sense, but also make people take notice!  Don’t take yourself so seriously or take things so literally.  Be clever and relevent and always strive to get better at being clever and relevent.

Post an unusual photo on Facebook and relate it to what you do.  Your customer base will react, and each time they do, you learn something about them.  Let people know your playful side so they’ll feel more comfortable with you and your business.  If you’re selling a house, focus on the family that will live in that house.

analyticsStrategy #2:  Google Analytics

Using web analytics is the first step in making your online presence profitable and effective.  You not only have to USE it, you need to study it and look at it regularly.  Google Analytics is free and will let you know valuable information about your website and landing page visitors:

  • Where website visitors come from?
  • What platform do they use to find you (ie mobile/desktop)
  • What keywords did they use to find your website?
  • Are people leaving your website too quickly?
  • What content are they interested in?
  • Goal tracking (lead and sale generation)
  • Demographics of your visitors

Google Analytics must be connected to your website and the tracking codes need to be on every page to be especially helpful to you.

Strategy #3:  Blog

One strategy that’s proven very effective for many businesses is a consistently updated blog.  I began utilizing a blog for a client that offers insurance and it’s truly an interesting way to see how a blog post directly effects Search Engine Optimization – no matter what it’s about.  Again, writing on an un-typical yet relevant topic is your best bet.  For instance, a local car insurance business might blog about cool new auto designs or maybe road issues in the area.  Expand into cool places to travel within the areas their insurance covers.  You’d increase your viewability in the areas you post about with people who are interested in those things.  Even if no one reads your blog, you’ve increased your online presence just by posting it and adding tags and titles.  If you add an RSS feed to your blog – any reader will increase your presence substantially!

Strategy #4:  Social Media Marketing Conversions

Every post you make on a social media platform is an opportunity for a regular person to convert to a customer or client of your business. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them.  You must specifically remember that and make every action the BEST action to cause REaction.  Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and eventually a conversion.

Social media marketing results in higher conversion rates in a few distinct ways. Perhaps the most significant is its humanization element; the fact that brands become more humanized by interacting in social media channels. Social media is a place where brands can act like people do, and this is important because people like doing business with other people; not with companies.

Additionally, studies have shown that social media has a 100% higher lead-to-close rate than outbound marketing, and a higher number of social media followers tends to improve trust and credibility in your brand, representing social proof.