Tracking Your Online Leads: Why Your Marketing Strategy is Failing (and you don’t even know it)

07/27/16

There are a number of things to consider when taking your business to the next level, but if your marketing strategy is ineffective you won’t be in business very long. Everyone knows that in order to drive customers to your products and services you need to market in ways that speak to customer wants and needs. If you’re going about it with a bullhorn and mass emails, you’re blowing it—and missing a big opportunity to multiply your client base and grow your business. If you want to optimize your marketing efforts, you have to know what works and what doesn’t.

It is absolutely stunning to see the degree of wasted investment many companies are suffering simply because they fail to understand that marketing is not a one-size-fits-all garment. If you want to clothe your customers in the right marketing message—and drive traffic to your business—you have to think like a tailor, not a buffet booth upholsterer. Just look at the latest results from the CMO survey conducted by Duke University’s Fuqua School of Business: while companies are expected to increase their mobile marketing expenditures by a whopping 147% over the next three years, mobile marketing continues to underperform and contributes little to company performance. The disconnect is painful.

Mismatches in marketing spend and actual ROI are largely an outcome of neglecting to routinely and accurately track your leads. While leads from every source remain important, online leads represent the vast majority of today’s potential sales contacts. Knowing how a lead responds to your site by monitoring keywords, utilizing page and click tracking, and taking advantage of CRM software allows you to better determine your cost per acquisition—the crucial marketing metric for evaluating tangible results.

Ultimately it’s not about clicks and likes; it’s about revenue. Do your business a favor and quit throwing out money while blindfolded. Rely on a marketing team that understands the importance of tracking online leads. When you know what works and what doesn’t you spend money where it counts and save money where it’s wasted.

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