FLORIDA SMALL BUSINESS DEVELOPMENT CENTER AT IRSC
“
Socially distanced from normal
business interactions with clients and
customers, many business owners are
seeking and searching for a return to
normal face-to-face engagements. For
a business owner to make contact with
a client or customer through a personal
phone call could serve to create a level of
loyalty that will long serve the business.
”
— Leanna Haag
Your Authorized Club Car Dealer for the Treasure Coast.
TCBusiness.com 29
come from to which search terms they
used to find you. You can set goals to track
form submissions and see which pages are
the most popular on your site too. All this
data helps you become a better marketer.
• For all marketing activities, consider
call tracking. Call tracking allows you to
see from which marketing avenues people
are finding you. Traditionally used for print
advertising, call tracking is just as effective
for internet promotions as well. If you
are running an ad on Facebook, use a call
tracking phone number to see how many
calls are generated. If you run Google ads,
it offers call tracking as well. Even down to
sending out an email, you can measure impact
with call tracking. If you are looking
for a service to help you with this, Haag
recommended CallRail as an inexpensive
tool to help you accomplish effective call
tracking.
• In addition to using call tracking and
web metrics, the best measure of tracking
the impact of your marketing campaigns
is simply asking how the customer heard
about you. This is a vital question that
needs to be asked of every new prospect
that calls in for a quote or to do research.
Make this part of your sales process so you
can effectively measure by which means
prospects are hearing about you. Asking
this question is not limited to prospects,
however, also ask current customers how
they heard of your latest promotion or
sale. Gathering this data will help you
make better marketing decisions as you
go along. v
This article is provided by the Florida SBDC at
IRSC, the Small Business Development Center
within Indian River State College’s School of
Business. The center’s team of business experts
works one-on-one with hundreds of entrepreneurs
and business owners each year by
providing confidential, no-cost consulting. The
center’s mission is to help Treasure Coast businesses
grow and succeed.
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